Mystery Shopper Questionnaire 2015

Additional information

Maximal
Score = 0 Score breakdown
points

Comments / Demonstrator Guidelines

Mandatory to be filled in

No scoring No scoring

Demonstrator = A sales person selling only Nespresso products

and wearing a Nespresso uniform
Sales Assiciate = A sales person from the store

Please provide the name of the Demonstrator/Sales Associate and

Mandatory to be filled in
his/her physical description

No scoring No scoring

Q? Questions - Part I: General Context Information

By whom were you served?
By a Nespresso Demonstrator
1 By a Sales Associate of the store
By no one.
If by no one, please explain why?
2

Was there a tasting (demonstration) machine available?

3 Yes (0)
No (0)

Questions - Part II: Visual Merchandising

Mandatory to be filled in
If no photo to be provided

No scoring No scoring

Additional information

Maximal
Score = 27 Score breakdown
points

Permanent Nespresso visual merchandising general

Was the Nespresso Brand visible when entering the store or
4
appliance area?

Comments / Demonstrator Guidelines

15
3

When entering the store (3) - Only at the

appliance area (1) - No visibility (0)

Yes (2) - No (0)

If one of the criteria is not applyed then 0 points will apply

Were the Nespresso machines clearly displayed in an order?

6 If yes: order by price and/or Model; If no: which way were the
machines displayed?

Yes (2) - No (0)

If you are unsure about the order that the machine should be in,
please contact your Nespresso Sales Promoter.

Was the product information clearly indicated next to each

machine? (price and/or product details, etc)

Yes (2) - No (0)

If product information is not visible, please contact your

Nespresso Sales Promoter.

Was the Nespresso branded area exclusively dedicated to

displaying Nespresso products?

Yes (2) - No (0)

Were the visuals explaining the Coffee range updated (either on

corner or POSM)?

Yes (2) - No (0)

If the visuals do not show 23 Grands Crus, please contact your

Nespresso Sales Promoter.

10

Was the tasting area set up according to the guidelines, and

displayed with the related coffee information?

Yes (2) - No (0)

Keep tasting table set-up (enough cups, sugar and capsules) and
clean and ensure demonstration machine works and is regularly
de-scale.

Permanent Nespresso visual merchandising if Corner

Was machines stock placed according to Nespresso corner

11
guidelines ?

Yes (2) - No (0)

Only applicable if store has a Corner - refer to Corner guidelines

If Ipad or 3M screen is available, was Ipad / 3M screen on and

showing the latest interactive content?

Yes (2) - No (0)

Only applicable if store has a Corner - if content is not correct,

please contact your Nespresso Sales Promoter.

Permanent Nespresso visual merchandising if POSM

If Screen: was the screen working properly and displaying the

appropriate movie?

Yes (2) - No (0)

Applicable for all other Nespresso furniture - if content is not

correct, please contact your Nespresso Sales Promoter.

Non permanent visual merchandising & campaigns (wave 2&4)

12

13

Photo to be requested

Was the Nespresso area spotless, dustfree and clean, including

tasting area?

From entering the store to reaching the Nespresso shelf area, how
many Nespresso campaign touchpoints are visible? (show
Visibility on full P2P from
14 window, escalator, lift, mall banners, alarm cover at the entrance outside /
of the store, aisles, linear, head of gondola, ceiling, tv screens,
entrance to inside
colomns covering etc?

0 touchpoints (0) - 1 to 2 touchpoints (1) - 3 This refers to point of sale material visible for a campagin eg. the
to 4 touchpoints (2) - 5 to 11 touchpoints (3) Year End Promotion

Are there any other Nespresso previous campaigns or non

15 permanent communication materials visible on the P2P that might If yes, photo to be requested
confuse customers

Yes (0) - No (3)

Ensure there is no point of sale material from old campaigns on

display.

Mystery Shopper Questionnaire 2015

Questions - Part III: Sales Approach

Additional information

Serve questions

Maximal
Score = 43 Score breakdown
points
13

When you arrived at the Nespresso area/corner, were you

16 acknowledged by the Nespresso Demonstrator/Sales Associate?
If no, please explain why?

Yes (2) - No (0) - NA

Did the Nespresso Demonstrator/Sales Associate start the

conversation with a courtesy phrase OR addressed you with an
17 open-ended question or a personalized question related to your
Nespresso experience?
If no, please explain why?

Yes (2) - No (0)

After listening to your presented need, did the

Demonstrator/Sales Associate inquire about your coffee habits?

Yes (3) - No (0)

Yes (3) - No (0)

Did the Demonstrator/Sales Associate listen and respond to your

stated needs, making suggestions and giving information
accordingly?
If no, please' explain why?

Yes (3) - No (0)

Promote questions

21

18

During the conversation, did the Demonstrator/Sales Associate

offer his/her full attention and showed genuine interest in you
19 even if there was an eventual external interruption during your
conversation? (Did he/she spent enough time with you?)
If no, please explain why?

20

Were the exposed machine models clearly explained? (3 models

minimum)
21
If yes, which models exactly?
If no, please explain why?

Comments / Demonstrator Guidelines

Option 'N/A' will be selected if the Mystery Shopper could not

be greeted/acknowledged since the
Demonstrator/Sales Associate was busy with other customers

Talk about for example:

Lattissima = one touch solution
Pixie / Inissia = ideal for smaller bench space,
CitiZ&milk / Umilk Aero and Coffee on 1 platform

Yes (2) - No (0)

Yes (0) - No (3)

If 1 service available: 0 service peroposed

(0) - 1 service proposed (3)
If 2 services available: 1 service proposed (1)
- 2 services proposed (3)
If 3, 4 or 5 services available: 1 service
proposed (1) - 2 services proposed (2) - 3
and more services proposed (3)
If 6, 7 or 8 services available: 3 services
proposed (1) - 4 services proposed (2) - 5
and more services proposed (3)

Talk about:
Convenient Ordering Options 24/7 (mobile app, website, phone,
boutique)
Convenient Delivery Options (standard delivery within 3 working
days for metro addresses, Next Day Express, Twilight* and
Boutique Pick-Up*)
*select locations only
Nespresso Coffee Experts available 24/7 for machine and coffee
support
Recycling
Stay up to date on all Nespresso news and new products

Were you spontaneously offered a Nespresso

24 degustation/tasting? If no, was a tasting given after asking for
one

Yes (2) - No (0) - NA

If no tasting machine available, this questions is not taken into

consideration

Was the description of the Nespresso machine attributes

25 convincing?
If no, please explain why?

Yes (3) - No (0)

Talk about easiness to use, clean, milk solution, eco, design, etc.

Were the Nespresso Coffee varieties, origins and segments well

26 explained?
If no, please explain why?

Yes (3) - No (0)

Talk about 23 Grands Crus - varieties, origins and segments

27 Were you offered a brochure/take-out during your visit?

Yes (2) - No (0)

Always provide the customer with a brochure

Were the Nespresso commitments on sustainability explained

28 (The Positive Cup/Ecolaboration)? (Coffee, Capsule, Climate)?
If yes, what exactly?

1 out of the 3 commitments (1)

2out of the 3 commitments (2)
3out of the 3 commitments (3)

The 3 commitments - By 2020, Nespresso aims for:

1. 100% Sustainably Sourced Coffee
2. 100% Sustainably Managed Aluminium
3. 100% Carbon Insetting (reduce carbon footprint)

22

23

Did the Nespresso Demonstrator promote the compatible

capsules? If yes, which Brand?

Were the Nespresso Club services described in order to

demonstrate your personal benefits?

Solve questions

Did the Demonstrator/Sales Associate spontaneously mention an

29
ongoing Nespresso promotion? (wave 2& 4)

Yes (3) - No (0)

Mention Year End Promotion

Did the Nespresso Demonstrator propose to place your first order

30 through Aurora if you buy a machine?
(only applicable if Aurora is available in POS)

Yes (3) - No (0) - NA

Applicable for all demonstrators using Aurora

To what extent did the level of expertise and involvement shown

by the Demonstrator/Sales Associate satisfy your expectations?
5 (1)
4 (1)
31
3 (1)
2 (0)
1 (0)
If 1 or 2, please explain why?

If 1 or 2 (0) - If 3, 4 (2) - If 5 (3)

Questions - Part III: Bonus Question

32

Additional information

Please upload a picture of the store? (Nespresso area and tasting Mandatory to upload a
machine)
qualitative picture showing date

Maximal
Score = 3 Score breakdown
points
NA

Comments / Demonstrator Guidelines