With the competition becoming increasingly fierce, retail finds itself at a crossroads in the quest for customer loyalty. The shopping experience, that represents a combination of various factors such as price, stock and service, became a determining factor for the audience, directly impacting the profitability of establishments. A study by Opinion Box reveals that 81% of consumers are willing to spend more on companies that provide a good shopping experience, reinforcing the importance of investment in this sector.
With that, the concept of shopper has gained prominence as a strategic solution focused on optimizing the performance of stores and brands by promoting customer satisfaction. Defined as people hired for on-demand performance, shoppers are responsible for carrying out strategic missions for retail, like market audits, pricing verification, customer satisfaction surveys, organization of stocks and shelves and even make purchases in physical stores for orders that were placed online. From 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 Brazil, largest rewards services platform in the country, shoppers will be responsible for testing a brand's services and products, identifying ways to trim edges, intensify your perception in front of the consumer and also facilitate the shopping experience. Basically, the contractors are responsible for testing the end-to-end purchase journey with the aim of generating insights about brand perception and competition, and also provide essential services for retail that make the day-to-day life of the retailer easier, explain.
According to the specialist, that leads a brand with over 800 thousand registered users and 700 thousand missions completed in more than 5 thousand Brazilian municipalities, the adoption of shopper services provides direct benefits for retail. Based on the actions and the information gathered by the professionals, the contractor can identify consumption trends, correct operational failures, improve service and also perform daily tasks more quickly and efficiently
"To get an idea of the impact", in 2024, 18 were held.703 shopper missions on our Mission Brazil platform, attending to requests such as restocking and organizing shelves, inventory management and purchasing for online orders, highlights Zanussi. According to him, the data represents an increase of 289% compared to the same period of the previous year.
"We are talking about a current market where the shopping experience has become essential to attract and retain customers", logo a complete service, agile and quality make all the difference when it comes to ensuring consumer loyalty. That is to say, the shopper provides an external perspective on the operation and promotes essential activities for retail, helping to ensure that what is being offered is aligned with what the audience expects and desires, he adds.
Among the examples of practical improvements supported by the service, Zanussi emphasizes the attention to the accessible positioning of products to the target audience, the improvement of service, the reduction of the stock breakage effect, in addition to identifying consumer trends and also the agility for placing and receiving orders made through apps. "The analysis conducted by shoppers helps brands to adjust their strategies quickly", ensuring a competitive advantage in a sector that increasingly demands personalization and efficiency, concludes the CEO of Mission Brazil
