sales, distribution and trade marketing

We offer research useful in such areas as sales, distribution and trade marketing. This research will help you control and evaluate on a regular basis the standards of sales, merchandising, the quality of distribution, and to plan accurately the location of new points of sale.

Research before opening a new point of sale - research which will help you establish the location for a new point of sale. This kind of research concerns the assessment of market size, its capacity, product demand, brand awareness and shopping and consumption habits of potential recipients, and defining the closest competitors.

Traffic intensity - We will measure for you traffic intensity in a given observation point.

This research will provide you with information on the number of potential Customers appearing in a given area in the given time units (hour, day, week, weekend).

This will also help you obtain extremely valuable information characterizing potential Customers, such as age, sex, shopping habits, most frequently used brands/services, average expenses on given products/services.

Catchment Area - This research allows for estimating the number of consumers as well as consumer habits of residents of the area nearby the potential points of sales - in the indicated zones (e.g. within the radius of 3, 5, 10 kilometres).

We will provide you with information on the frequency, place of buying, the amount of expenses, most frequently purchased brands/services, and ways potential Customers of your point take to get there.

Brand recognition tests - brand recognition tests may be carried out both before and after opening a new point of sale in the new location.

Thanks to this research you will find out to what extent people coming to your point of sale / near your point of sale are familiar with and recognize your brand, also in comparison to competitive brands.

Results of this research will serve as the basis for assessing promotional and advertising campaigns already implemented in the given area / in the given point of sale and for selecting a profile for the planned campaigns.

Customer expectations test - This test will determine expectations of Customers who are most frequently present in the vicinity the planned location for the point of sale / near the existing point of sale.

We will provide you with answers to a range of questions concerning various preferences of (potential) Customers. This information may determine the success of a given location/ point of sale, including for example: preferred brands, prices, service, opening hours, range of goods on stock /services, preferred promotional solutions and many other.

Assessment of efficiency of sales force / merchandisers - We will conduct for you research based on overt or covert control of compliance with standards by employees involved in customer service, sales or promotion in b2b.

This research will be a valuable tool of to monitoring and improving standards as it will indicate areas for potential development of system solutions and a way of improvinf professional skills of your employees involved in sales / Customer service.

Recall tests - Tests based on open (telephone or personal) audit of sales representatives.

Interviews with your Customers conducted by professional auditors from HumanGraph will provide you with a lot of information on the quality of the visit by your representative.

Interviews conducted within several days after the visit of you company representative will give answers to the following questions: To what extent was the visit remembered by the Customer (spontaneous/assisted recall of the visit)? How does the Customer assess the quality of the visit in comparison to the visits by representatives of competitive companies? Which information provided by the Sales Representative has been remembered by the Customer? and a lot of other information on the visit.

Based on the analysis of results using advanced statistical techniques, we will specify which elements of sales negotiations influence memorization and good evaluation of contacts by the customer. This in turn will lead to greater sales efficiency of your Representatives.

Testing satisfaction of business partners - Tests of business partners' satisfaction (b2b) will allow you to assess the level of satisfaction of business partners with cooperation with your company in various areas: quality of service by Sales Representatives, payment options, forms of settlements, character / channel of communication, merchandising etc.

Knowledge on the level of business Customer's satisfaction with individual aspects of the product / service, which is useful in maintaining high levels of Customer satisfaction, is now an essential condition of keeping a market position.

However, in order to gain a competitive edge in an ever more competitive market, the company should seek to achieve maximum Customer loyalty.

Our research will give you knowledge on the aspects of the product / service with which your business partners are relatively more and less satisfied. Thanks to applying advanced statistical techniques (structural equations) we will determine which rational and irrational factors have the strongest influence on attachment of your business partner to your company / brand.

We will provide you with detailed tips concerning the process of continuous development so as to win new Customers / business partners and keep loyal ones .

Assessment of quality of Customer service - research based on overt or covert control of compliance with standards by employees involved in customer service, sales or promotion.

Mystery Shopping - Research providing reliable and objective information on the quality of Customer service in points of sales / Customer service in your company.

Specially trained auditor from HumanGraph will visit your points of sale and by pretending to be a real Customer he/she will assess individual aspects of service using a special observation sheet filled in immediately after leaving the point of sale.

Mystery Shopping research will enable you to monitor on a regular basis the level of compliance with Customer service standards, and it will indicate areas where modification would be desired - both at the stage of implementation of new ones and at the stage of improving the existing standards.

Mystery Call - it will enable you to monitor the functioning and to control the compliance with Customer service standards conducted via telephone (call centre, hotline, telesales etc.)

Just like in the case of Mystery Shopping, this type of research is conducted with standardized covert observation (an auditor does not reveal their true role in the observation, and fills in the standardized evaluation sheet upon completing the audit).

Testing Customer satisfaction in a point of sale - We offer customer satisfaction tests in the form of EXIT SURVEY. Their characteristic feature is that an interview with the Customer is conducted just after they purchase a product / service while still in the point of sale.

Thanks to this technique, you will become familiar with the level of Customer satisfaction with and loyalty to your brand/service. You will also learn Customers' opinions on the quality of service / product and suggested system solutions (connected with marketing communication, promotion etc.).

Additional advantage of this kind of research is that it allows for collecting the consumers' opinions straight after they purchase a given product / service when all impressions and motivations connected with the decision-making process are still "fresh" and easy to recall by the respondent, and when circumstances in which the interview is conducted (point of sale) additionally stimulate the respondent to provide more exhaustive and comprehensive information.

Another value of EXIT SURVEY is the possibility of collecting information on the complex of goods / services purchased by the Customer during their visit to the point of sale (analysis of shopping carts). This information will be a valuable source of information for you for example when planning accurate promotional activities addressed to Customers with a specific profile, in a way which best responds to their needs.

Store check - You will be provided with information on goods available in selected commercial points, on their visualization and on characteristics of Customers who use particular points of sales.

Monitoring prices, display, shelves etc. - our auditors will prepare for you lists of prices, assessment of visualization and merchandizing standards for products on shelves in selected stores.

Thanks to this research you will obtain information on compliance with your own standards.

This will also enable you to monitor on a regular basis your competition in terms of prices and seasonal visualization standards (e.g. at Christmas) or standards related with specific events / celebrations (e.g. St. Valentine's Day) in any number of points of sale.

This research is conducted by professional auditors from HumanGraph equipped with PDA devices (palmtops). Owing to this, the data can be reported via the Internet on a regular basis immediately after making a list / observation. Such real time data sent to the server will be available to you through the functional HumanGraph browser which is operated intuitively.

Profile of customers of points of sale / services - This research is aimed at getting to know the social and demographic profile of customers who visit a given point/location together with information on their shopping and consumption habits.

This research will provide you with information useful both in planning categories and volume of assortment supplied to specific points of sale, and will facilitate optimization of promotional and advertising campaigns planned for a given area / given points of sale.

Assessment of quality of promotional campaigns in points of sale - with this research we will control proper implementation of promotional campaigns in points of sale.

Mystery Shopping - Specially trained auditors from HumanGraph will conduct covert observations of promotional campaigns ordered by you in points of sale / service, which will give you reliable and objective information on the course of these campaigns.

This kind of control of proper implementation of cost-intensive, promotional actions will provide you with additional knowledge about the qualitative aspect of the implementation of promotional campaigns and its compliance with campaign objectives.