Syndicated Research
Television Retailer Insights Report
As competition within the retail consumer electronics (CE) market intensifies, capturing salespersons’ share of mind is essential for manufacturers to drive television unit sales and profitability. Equally important for retailers is ensuring that salespersons are properly trained and fully prepared to provide a superior customer experience.
To address both of these perspectives, J.D. Power and Associates and Market Force Information have launched a nationally syndicated mystery shop report focused on capturing on a national basis major CE retailers’ flat panel television brand recommendations and sales process execution. The Television Retailer Insights Mystery Shopping Report (TRI) is designed to provide actionable information to manufacturers and retailers that highlight both strengths and weaknesses relative to key competitors.
Study Components
Manufacturer Focused
- Salesperson’s technology recommendations (e.g., LCD vs. plasma) at each retailer
- The specific advantages that salesperson mentions for recommended technology (e.g., deeper blacks, fast-moving objects, etc.)
- Salesperson brand recommendations for large flat panel televisions, ranked by manufacturer (in total and retailer specific)
- Reasons why salesperson recommended particular brand
- Salesperson brand recommendations for "budget conscious" vs. "quality conscious" shoppers
Retailer Focused
- Percent of customers greeted within 3 minutes
- Average time for shopper to find assistance
- Percent of customers greeted with a handshake
- Percent of salespersons who asked for customer’s name
- Percent of salespersons who asked key needs assessment questions
- Thoroughness of product demonstration
- Salesperson’s efforts to sell accessories
- Salesperson’s efforts to close the sale
- All results trended over time (both manufacturer and retailer)
The report is fielded continuously throughout the year to provide near "real-time" information and each subscriber has access to all competitor results. Included in the report are:
- Technology recommendations
- Brand recommendations
- Retailer performance
- Retailer display profiles