CASE STUDY Dyson Demonstrator Sales Compliance Program
Dyson Ltd is a British technology company, founded in 1992 by Sir James Dyson, which designs and manufactures vacuum cleaners, hand driers, bladeless fans and heaters. It sells machines in over 50 countries and employs 3,100 people worldwide. The company prides itself on engineering products which work in different and better ways than their predecessors. Dyson’s founder, James Dyson, famously created 5,127 prototypes of his first machine, vacuum cleaner, in a workshop behind his house, before developing one that he considered worked perfectly, the DC01.
Dyson believes relentless invention sets them apart, and they created an engaging experience that help consumers see, feel, and understand the difference in Dyson’s products vs. those of competitors within mass retailers.
The objective for using a mystery shopping program is to assure Demonstrators:
- Work as scheduled
- Perform the educational experience they learned in training
- Improve sales
A targeted shopping program was developed to assess and coach Dyson employees across the country. Smart phones are used to enable verification of site visits, plus detail how best practices are being executed.
The program has allowed supervisors a first-hand view into the customer’s experience. Each visit provides specific examples of the demonstrator/customer interaction. Quantitative reporting, also, enables managers to clearly identify and respond to performance trends individually and collectively. Finally from a compliance stand point,” It has been important to know that our people are present and helping us with our investment in these stores.”
What We Say
These types of programs are becoming more and more important to companies that provide solo contractors or employees who act as guests within another company’s retail environment. This applies to kiosks, dealers, distributors and demonstrators. Clients have a solid compliance tool plus a means to improve the experience through training and coaching. -Paige Hall, CEO, AboutFace