Wine Searcher Mystery Shopping Study


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The study assesses and benchmarks a broad sample of online wine retailers and track retailer performance against online best practices.

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  • Wine Searcher Mystery Shopping Study

    1. 1. Wine-Searcher Online Mystery Shopping 2008 Findings and Conclusions Wine Intelligence July 2008 Presented by Adon Kumar General Manager Wine-Searcher Assisted by Richard Halstead COO - Wine Intelligence
    2. 2. <ul><li>Presentation Agenda </li></ul><ul><li>Presentation Objectives </li></ul><ul><li>Why we embarked on this study? </li></ul><ul><li>What we did & how? </li></ul><ul><li>What we found? </li></ul><ul><li>What’s in it for you? </li></ul><ul><li>Conclusions </li></ul>
    3. 3. <ul><li>Presentation Objectives </li></ul><ul><li>To present results of the Online Mystery Shopping Study </li></ul><ul><li>To inform, challenge and motivate wine industry champions to promote and adopt online best practices. </li></ul>
    4. 4. How does your online wine site rate? <ul><li>Your name: ______________________________________ </li></ul><ul><li>  </li></ul><ul><li>Do you have an e-commerce website? Yes/No </li></ul><ul><li>If No, do you plan to sell your wines online? Yes/No </li></ul><ul><li>Do you turn over more than 5% of your business via the internet? Yes/No </li></ul><ul><li>Do you turn over more than 500,000 Euros? Yes/No </li></ul><ul><li>On a scale of 1-5 (5 is Excellent), what rating would you give your online website? _____ </li></ul>
    5. 5. Why we embarked on this study? <ul><li>Assess and benchmark a broad sample of online wine retailers by a process of a “mystery shopping” exercise </li></ul><ul><li>Create and track measures of retailer performance based on: </li></ul><ul><ul><li>Online best practices </li></ul></ul><ul><li>Present the findings at this International Wine Clubs Association conference, and possibly release a report </li></ul>Research objectives
    6. 6. <ul><li>What we did & how? </li></ul><ul><li>The Methodology </li></ul><ul><li>Website Design </li></ul><ul><ul><li>Navigation </li></ul></ul><ul><li>Retailer Performance </li></ul><ul><ul><li>Responsiveness </li></ul></ul><ul><ul><li>Quality of Response </li></ul></ul><ul><li>Responsiveness </li></ul>
    7. 7. Methodology Mystery Shop 1 Sample Selection Data Collation Data Entry Presentation Reporting Mystery Shop 2 Your website may have been part of this study!
    8. 8. <ul><li>What we found? </li></ul><ul><li>Website Design </li></ul><ul><ul><li>Navigation & Ease of Use </li></ul></ul><ul><ul><li>Search functions </li></ul></ul><ul><ul><li>E-Commerce </li></ul></ul><ul><li>Responsiveness </li></ul><ul><ul><li>Communication - Email </li></ul></ul><ul><ul><li>Timeliness </li></ul></ul><ul><ul><li>Accuracy of information </li></ul></ul><ul><ul><li>Personalisation </li></ul></ul><ul><li>Highlights </li></ul>
    9. 9. <ul><li>Website design </li></ul>What we found?
    10. 10. Website design Navigation and ease of use On the whole, website design and ease of use was considered to be satisfactory rather than excellent in terms of online best practice
    11. 11. <ul><li>E-Commerce </li></ul>What we found?
    12. 12. Website design E-commerce functionality Nearly all websites feature full e-commerce functionality allowing consumers to make direct online purchases
    13. 13. <ul><li>Retailer Responsiveness </li></ul>What we found?
    14. 14. Retailer responsiveness Email correspondence It was not always easy for shoppers to find a contact email address to use when making their enquiry … .there are a number of different addresses that could all potentially be relevant, without it being clear which…is the most relevant to use. - Mystery shopper 67% Easy to find email contact details 21% Difficult to find email contact details
    15. 15. Retailer responsiveness Email correspondence The vast majority of contact email addresses provided on retailers’ websites were current and correct 94% No Problems in sending Enquiry email One shop with “mail box full” On both iterations No Bounce –back emails
    16. 16. Retailer responsiveness Email correspondence Few retailers made use of acknowledgement emails as an initial response to shoppers’ emails 14% of shoppers received an automatic acknowledgement email Most of these automatic acknowledgement emails arrived within 24 hours
    17. 17. Retailer responsiveness Email correspondence A considerable number of retailers failed to respond at all to shoppers’ email enquiries Very surprised that I did not receive a response from this retailer. I did check [my] junk mail etc as well… - Mystery shopper Responded to Email Enquiries Did Not Respond to Email Enquiries
    18. 18. <ul><li>Personalisation </li></ul>What we found?
    19. 19. Retailer responsiveness Responses to specific email enquiries Where a specific response was received, the quality of the presentation and format in terms of customer service best practice varied considerably Positives Negatives <ul><li>73% of retailers’ specific replies included: </li></ul><ul><li>Full signatures </li></ul><ul><li>Relevant contact details </li></ul>19% of retailers sent shoppers responses that included either spelling, grammar or punctuation errors 14% of specific responses received by shoppers did not contain an email signature supplying relevant contact details Only half (52%) of retailers replied to shoppers’ email enquiries with a specific response that was completely error free
    20. 20. Retailer responsiveness Responses to specific email enquiries Where specific replies to shoppers’ enquiries were received, the quality of the responses in terms of content was generally very high
    21. 21. Retailer responsiveness Responses to specific email enquiries <ul><ul><li>20% of shoppers did not feel that the specific answer they received to their email answered all of their questions and points raised in their enquiry </li></ul></ul><ul><ul><li>11% of those who received a specific reply to their email considered the content to be unhelpful or very unhelpful </li></ul></ul>A significant minority of shoppers were disappointed with the responses they got to their email enquiries One of [my] requests was not answered which was a let down. Did not answer my shipping/delivery enquiry and no confirmation of price The email smacked of arrogance [and] no confirmation of price.
    22. 22. <ul><li>What impressed the shoppers? </li></ul>Highlights
    23. 23. Overall impressions What impressed the shoppers? <ul><li>When asked “what did the retailer do well?”, three key factors were frequently the subject of positive customer feedback </li></ul><ul><ul><li>Professional and well-thought out responses, offering considered advice and recommendations </li></ul></ul><ul><ul><li>Prompt replies (when replies were received) </li></ul></ul><ul><ul><li>Suggestions relating to how to save money and/or achieve better value for money </li></ul></ul>… memorable gesture of suggesting ways to save on delivery… Offered excellent alternatives other than…the desired wine. Very professional explanation of wines without being too technical. Response within an hour and a good level of detail. … .made a reference to their discounts… Replied within 8 hours… [with a] friendly, specific and attentive e-mail Very customer focused and professional reply. The responder went that step further to make sure that my buying experience [was] one to remember Friendly, informal tone…clearly very knowledgeable whilst still being very approachable in style. Offered a good range of well thought out alternatives. I was really impressed by the speed of their response
    24. 24. <ul><li>What did not impress the shoppers? </li></ul>Lowlights
    25. 25. Overall impressions What reflected badly on the retailers? <ul><li>When asked “what did the retailer do poorly?” the following three factors were frequently the subject of shoppers’ responses: </li></ul><ul><ul><li>Not receiving a response to an email enquiry </li></ul></ul><ul><ul><li>Long delays in receiving responses </li></ul></ul><ul><ul><li>Failing to address the questions and points raised in the original email enquiry </li></ul></ul>Didn’t answer my question at all. Failed to address the fact that I specifically said Italian. My request was [for] reds but I was suggested whites! [They] ignored my specific enquiry. [The] response did take a few days, if I was a real customer I’d probably have forgotten I’d sent it – and bought off someone else in the meantime. Really had the feeling that this wine seller does not want to sell wine. No response to [my] enquiry. Took seven days to respond!
    26. 26. Overall impressions What reflected badly on the retailers? <ul><li>A number of shoppers also commented on inconsistencies in some retailers online customer service standards (for e.g. in terms of response time, response content etc) from “Shop 1” to “Shop 2” </li></ul>Absolute turn-around from [Shop 1]. Dramatic slide in service levels. Dramatic deterioration in standards from the last time. Considering the fact that they responded very fast and professionally to the first scenario, I don’t really understand why I didn’t even receive a response this time….
    27. 27. Overall impressions Shoppers’ overall impressions were very mixed There are currently two polarised groups of retailers Outstanding “ Beacon” Retailers 17% of sample Disappointed Shoppers 28% of sample Exceptional online offerings & customer service Exceeding customer expectations in all facets of the interaction Falling short in basic customer service Disappointing customer experience
    28. 28. Overall impressions The good versus the bad The Good The Bad & the Ugly <ul><li>Intuitive & easy to use website </li></ul><ul><li>Innovative search functions </li></ul><ul><li>High level of product detail </li></ul><ul><li>Clear contact details for enquiries </li></ul><ul><li>Prompt responses to email enquiries </li></ul><ul><li>Fully addresses specific questions </li></ul><ul><li>Well thought out responses </li></ul><ul><li>Offered extra recommendation </li></ul><ul><li>“ Goes the extra mile” </li></ul><ul><li>Offers personal touch </li></ul><ul><li>Suggests value for money ideas </li></ul><ul><li>Poor website design </li></ul><ul><li>Unintuitive layout </li></ul><ul><li>Lack of search tools </li></ul><ul><li>Little detailed product information </li></ul><ul><li>Missing or hidden contact information </li></ul><ul><li>Slow or no response to emails </li></ul><ul><li>Not responding to specific request or questions </li></ul>
    29. 29. Conclusions
    30. 30. Conclusions Overall picture is of a stand-out group of merchants offering an exceptional online shopping experience, in a market characterised by mediocre online retail offerings <ul><li>Web design & navigation </li></ul><ul><li>E-Commerce functionality </li></ul><ul><li>Search facility </li></ul><ul><li>Clear contact email details </li></ul><ul><li>Timeliness of response </li></ul><ul><li>Quality of response </li></ul><ul><li>Personalisation </li></ul>Web design Customer Service
    31. 31. <ul><li>What’s in this for you? </li></ul>