tnframer408
December 22nd, 2003, 07:33 AM
On another thread I was asked to list how I use temp services to shop the competitor. Here goes:
Like a lot of folks, I am reluctant to visit my competition. Not because I'm known but because I'd bring a prejudiced eye or thought into the shopping process.
So we've used a temporary service to do the shopping--a "secret shopper". But Ialso have this shopper shop us so I can have an accurate yardstick. And I don't know who they are because I give them the $30 to go buy a poster somewhere and then take it to me and six competitors to have it priced.
here's what Ilook for:
1) Store appearance--how does it look/smell/feel psycohologically (warm, friendly, inviting, would you spend big money there?)
2) Outward appearance--attractive window display, inviting appearance that asks you to come shop?
3) INterior mood--like #1, but is the art attractive, would you buy the stuff hanging on the walls, etc etc
4) cleanliness--could you crawl on the floor and not gt dirty? Could a shoeless baby be on the floor without getting hurt by glass shards, razors, wire ends, etc
5) Presentyation--how did the designer handle the project? Profssionally, with clean hands, etc etc
6) Cost. NOT am I cheaper or more expensive or any of that, but are you getting your money's worth in talent, looks, overall fit and finish?
Obviously, I break these down even further--in fct, my worksheet is about three pages long. BVut you get the idea.
I am a big believer in the fact that cost is #5 or 6 on the totem pole, that people buy you, your store, your appearance and attitude and your design before asking price.
so there 'tis. Hope it helps.
And as I said on the other thread, this costs us about $50 for a half day or so work. And we use women who are relatively unfamiliar with the process.
And finally, yes sometimes my own store fails in certain areas. But tht's a good thing, 'cause then we know where to make corrections, additions, etc
Like a lot of folks, I am reluctant to visit my competition. Not because I'm known but because I'd bring a prejudiced eye or thought into the shopping process.
So we've used a temporary service to do the shopping--a "secret shopper". But Ialso have this shopper shop us so I can have an accurate yardstick. And I don't know who they are because I give them the $30 to go buy a poster somewhere and then take it to me and six competitors to have it priced.
here's what Ilook for:
1) Store appearance--how does it look/smell/feel psycohologically (warm, friendly, inviting, would you spend big money there?)
2) Outward appearance--attractive window display, inviting appearance that asks you to come shop?
3) INterior mood--like #1, but is the art attractive, would you buy the stuff hanging on the walls, etc etc
4) cleanliness--could you crawl on the floor and not gt dirty? Could a shoeless baby be on the floor without getting hurt by glass shards, razors, wire ends, etc
5) Presentyation--how did the designer handle the project? Profssionally, with clean hands, etc etc
6) Cost. NOT am I cheaper or more expensive or any of that, but are you getting your money's worth in talent, looks, overall fit and finish?
Obviously, I break these down even further--in fct, my worksheet is about three pages long. BVut you get the idea.
I am a big believer in the fact that cost is #5 or 6 on the totem pole, that people buy you, your store, your appearance and attitude and your design before asking price.
so there 'tis. Hope it helps.
And as I said on the other thread, this costs us about $50 for a half day or so work. And we use women who are relatively unfamiliar with the process.
And finally, yes sometimes my own store fails in certain areas. But tht's a good thing, 'cause then we know where to make corrections, additions, etc