The Role of Mystery Shopping

in Merchandising Success

Rob Hind, Chief Business Dev Officer

In the fast-paced FMCG industry, merchandising excellence is essential. With countless brands competing for shelf space, every detail, from product placement to promotion compliance, matters. Ensuring consistency across thousands of stores is no easy feat, which is why mystery shopping is a game-changer.

At Meridian, we use mystery shopping to gain real-time insights, optimise in-store execution, and keep our clients’ brands ahead. Done right, it drives data-backed decisions that strengthen retail performance and brand visibility.

Here’s why mystery shopping is a powerful tool for success.

What is Mystery Shopping and Why Does it Matter?

Simply put, mystery shopping is a quality control tool. It involves trained shoppers visiting stores, posing as regular customers, to evaluate key elements of retail execution such as:

Planogram compliance:Are products placed correctly and consistently across stores?
Stock availability:Are products on shelves, or are stockouts costing sales?
Promotional execution: Are marketing materials like posters or shelf-talkers visible and accurate?
Customer experience:Are staff knowledgeable, helpful, and aligned with brand messaging?

For FMCG brands, this feedback is invaluable, it bridges the gap between what’s planned and what’s actually happening in-store.

The Benefits of Mystery Shopping for Merchandising Success

1.Ensuring consistency across stores

For national and regional FMCG brands, consistency is key. Mystery shopping helps spot discrepancies in shelf placement, stock levels, and promotional compliance, allowing brands to take quick action.

Even small missteps can impact a campaign’s success. Mystery shopping catches these issues early, ensuring flawless execution across all retail locations.

2.Identifying opportunities for improvement

One of the most valuable aspects of mystery shopping is the ability to uncover hidden opportunities. They allow brands to:

Reassess shelf strategy.
Negotiate better placement with retailers.
Refine their approach to in-store execution.

3. Building stronger retailer relationships

Mystery shopping provides a collaborative framework for brands and retailers to align on shared goals of increasing sales and improving customer satisfaction.

Unhappy customers rarely voice their dissatisfaction. In fact, 90% simply switch to a competitor without saying a word. Mystery shopping helps brands and retailers identify and address these hidden pain points, ensuring improved shopping experiences.

4. Driving accountability in field teams

Mystery shopping also ensures accountability among merchandisers and field teams. With objective feedback on their performance, teams can continuously improve and meet execution standards.

Data-Driven Mystery Shopping

Gone are the days of pen-and-paper checklists, technology has revolutionised the process, making it faster, more accurate, and more impactful. Here’s how:

Mobile apps and geotagging:Enable real-time feedback and store visit verification.
AI-powered analytics: Transform raw data into clear insights for leadership teams.
Photo documentation: Offers visual proof of compliance or gaps in execution.

The Key to Merchandising Success

At Meridian, we’re committed to ensuring our clients’ brands thrive in the retail space. Whether through mystery shopping, advanced merchandising solutions, or our passionate team of experts, we’re here to help brands thrive.