With increasingly fierce competition, retail finds itself at a crossroads in the pursuit of customer loyalty. The shopping experience, which represents a combination of various factors such as price, inventory, and service, has become a decisive factor for consumers, directly impacting the profitability of businesses. A study by Opinion Box reveals that 81% of consumers are willing to spend more at companies that provide a good shopping experience, reinforcing the importance of investing in this area.
As a result, the concept of shoppers has gained prominence as a strategic solution focused on optimizing store and brand performance by promoting customer satisfaction. Defined as individuals hired for on-demand tasks, shoppers are responsible for carrying out strategic missions for retail, such as market audits, price verification, customer satisfaction surveys, inventory and shelf organization, and even making in-store purchases for online orders. Through these functions, professionals provide data that allows retailers to adjust processes and improve point-of-sale management.
According to Thales Zanussi, founder and CEO ofMission Brasil, the country’s largest rewarded services platform, shoppers will be responsible for testing a brand’s services and products, identifying ways to smooth out rough edges, enhancing its perception among consumers, and also facilitating the shopping experience. ‘Basically, those hired are responsible for testing the end-to-end shopping journey with the goal of generating insights about brand and competitor perception, as well as providing essential services for retail that make the retailer’s daily life easier,’ he explains.
According to the expert, who leads a brand with over 800,000 registered users and 700,000 missions completed in more than 5,000 Brazilian municipalities, adopting shopper services provides direct benefits for retail. Based on the professionals’ work and the information collected, the hiring company can identify consumption trends, correct operational failures, improve service, and even carry out daily tasks more quickly and efficiently.
‘To give you an idea of the impact, in 2024, 18,703 shopper missions were carried out on our Mission Brasil platform, responding to calls such as shelf restocking and organization, inventory maintenance, and purchases for online orders,’ Zanussi highlights. According to him, this figure represents a 289% increase compared to the same period the previous year.
‘We’re talking about a current market where the shopping experience has become essential to attract and retain customers, so a complete, agile, and high-quality service makes all the difference in ensuring consumer loyalty. In other words, shoppers provide an external perspective on operations and promote essential activities for retail, helping to ensure that what is being offered aligns with what the public expects and desires,’ he adds.
Among the examples of practical improvements supported by the service, Zanussi highlights attention to accessible product positioning for the target audience, improved service, reduction of stock-out effects, identification of consumer trends, and agility in fulfilling and receiving app-based orders. ‘The analysis carried out by shoppers helps brands adjust their strategies quickly, ensuring a competitive edge in a sector that increasingly demands personalization and efficiency,’ concludes the CEO of Mission Brasil.
