How We Think/Employee Communication & Training

SECRET SHOPPER EMPLOYEE ENGAGEMENT
PROGRAM FOR TRUE VALUE COMPANY

THE OBJECTIVE

To educate and engage employees of True Value Company with a communication program designed to build awareness of the competitive retail landscape and encourage associates to look at every shopping experience through the eyes of customers.

IMPLEMENTING THE PROGRAM

As True Value Company launched an innovative new hardware store format based on proven retail principles and best practices, the need was in place for employees to become more aware of what it takes to build retail success. The Rodgers Group conceived and designed Secret Shopper as a compelling, intranet-based communication program that invites employees to visit stores and share observations of what other retailers and competitors in the market are doing to win with customers.

Program elements:

• Creation of program identity and logo
• Development of guidelines for employees to evaluate shopping experiences based on the 5 Principles of Retail: Place, People, Product, Promotion and Price
• Integration with client’s intranet, including design and content of Secret Shopper Home Page, shopper logs and downloadable support materials
• Prototype samples of Secret Shopper store evaluations prior to launch
• Editing of shopper log submissions to ensure consistency of content

RESULTS

With the endorsement of True Value Company’s President and CEO, who submitted the program’s inaugural log, Secret Shopper quickly became a go-to intranet destination, has been successful in recruiting participants for store reviews and has played an important role in strengthening the retail focus and knowledge of employees.

How We Think