Carlos Mora Vanegas the role of markets in modern enterprises, has generated new tools that allow their markets plans, define strategies that generate positive results. Just refers to the shopper (Mistery Shopper), thereon known to be a shopper is a supplementary or extra activity that can be combined with other activities, since you can decide the amount of visits you want to do in your free time. Mystery Shopper will be prepared prior to the visit to after the same make a report of what the he lived in this shopping experience and this report is submitted for analysis and interpretation. Very important is the information that the Shopper provides, on the basis of this very important business decisions, taken by what a good Mystery Shopper should be: honest, fair, integrity, ethics, retailer, strut, good writer, observer, accurate, descriptive, organized, responsible and liking for good service. Using a type Mystery Shopper service you may know: correct implementation of commercial strategies and marketing determined by your company in franchises, distributors, establishments or outlets. Monitoring of customer satisfaction.

The effectiveness of their sales or marketing employees. Learn about the treatment of its own sales department gives to its customers. Know if your promotions are correctly applied. This type of study is ideal for chain restaurants, agencies, car shops of clothes, franchises, hospitality and tourism, fashion and any other that involves review of employees, customers and competition non-application of studies type Mystery Shopper carries the following risks: violation of trade policies. Loss of brand value. Novela may not feel the same. Loss of favorable perception of customers. Not knowing how the network behaves as a whole.

Lose uniformity in the service to the client. Lose the commercial control with dealers. Loss of control in quality systems. Arturo Navarro, general manager of Deproimca, firm specialized in research of markets in this respect points out, that all goes well in a company until it reaches the result of your billing.