NeumannZanetti & Partner carried out a mystery shopping project for a prestigious manufacturer in the pharmaceutical industry to analyse the consultation and sales process in several pharmacy and drugstore chains. This project analysed how the manufacturer's product was positioned in comparison to other similar products. It also analysed which products were preferred for treatment and how often the manufacturer's non-prescription medicine was ultimately purchased.
Trained mystery shoppers acted as customers suffering from uncomplicated sore throats and seeking advice in selected pharmacies and drugstores. When visiting the pharmacies and drugstores, the focus was on the following aspects:
Product placement in the visual selection was decisive for purchasing behaviour. In the pharmacies and drugstores visited, it was found that in many cases the product was not positioned as contractually agreed, which led to lower visibility and therefore lower sales figures. In addition, the purchasing behaviour of customers was heavily dependent on the advice given by staff. In cases where the manufacturer's medicine was recommended and the benefits were clearly communicated, customers were significantly more likely to make a purchase.
The analysis showed at which sales outlets or chains the staff recommended the manufacturer's product more frequently and less frequently. In chains where staff clearly communicated the benefits of the medicine, customers were significantly more likely to decide in favour of the purchase. In chains with weaker advice, customers tended to choose alternative products.
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