Ghost Shopping

1. Ghost Shopping Fred Pryor Jacob Zepf RJ Nordstrom Sean Guy Mark Stetson Erik Applegate

2. Our Product • Dymatize Elite Gourmet • Expensive • Generally Well Liked Similarities • Similar layouts • Honest staff • Helpful and opinionated customers • Promotions, but not for our product

3. Findings • Customer liked the idea of Dymatize Elite Gourmet, but thought it was too expensive • Muscle Milk was his favorite due to its price and availability in other stores in ready-to-drink bottles • The salesman didn’t directly ask what products were being considered, but by asked what our Secret Shopper’s needs were • Muscle Milk and Vitamin Shoppes house blend were superior on price while providing a very similar effect to Dymatize Elite Gourmet • Customers both seemed to be very knowledgeable in their choice of protein, as much as the actual sales staff was • Customers chose based on the protein content balanced with the other nutritional benefits and their overall training goal • The sales staff and customers both highly praised Dymatize Elite Gourmet, calling it “the best bang for the buck in the store” • Both groups also recognized that cost was a factor, but that it was something to be expected

4. Theory Application • Dissonant Cognitions • Though customers would like to purchase our brand, it is too expensive for them • Heuristics • Salespeople ask what results we’re looking for and make recommendations based off of that, using their prior knowledge and rules of thumb to come to a decision

5. Recommendations • Dymatize Gourmet Protein should consider doing the following… • Lower prices • Feature coupons, BOGO½ Off • Offer more options • Freestanding displays in stores