Supermarket – Case Study


Supermarket Benchmark Survey

We recently asked a group of shoppers from our 15,000 Field Agents* around Australia to visit one of five supermarket brands on new year’s eve (2012) to demonstrate how our Field Agent iPhone App can assist businesses check merchandise compliance, stock levels, price and more within their stores and the broader industry. Each person who accepted a supermarket assignment in this case study exercise was asked to do so only if they were the ‘main household supermarket shopper’ and doing a ‘supermarket visit’ at any time during the day on New Year’s Eve, 31st December, 2011. While doing this supermarket shop they were asked to answer and do the following:

1.  Take a photo of the 2 litre Original Coca Cola bottles in the soft drink isle.
2.  What is the price of the 2 litre Original Coca Cola?
3.  Take a photo of all products in your trolley or basket before checkout.
4.  How long did it take to be served when you joined the queue at the checkout?
5.  Was the staff member who served you neat, tidy and presentable?
6.  Rate the friendliness of the staff member who served you at the checkout.
7.  Rate your overall satisfaction of your shopping experience today.
8.  Which option best describes your soft drink purchasing habits?
9.  Were there any items you intended to purchase that were not available today?
10.If so, what items were you unable to purchase today?

* registered shoppers with the iPhone App ‘Field Agent’ on their iPhone.

How did these brands compare against each other?

Sample Photos of Products in Trolley/Basket

(a)  ALDI
ALDI – Qld, Burpengary, 31 Dec 2011, 4.22pm
ALDI – Qld, Chermside, 31 Dec 2011, 12.16pm
ALDI – Vic, Preston, 31 Dec 2011, 11.34am


(b)  Foodworks
Foodworks – Vic, Narreewarren, 31 Dec 2011, 2.20pm
Foodworks – Vic, Sunbury, 31 Dec 2011, 6.59pm


(c)  IGA
IGA – Qld, Chermside, 31 Dec 2011, 12.35pm
IGA – Vic, Murrumbeena, 31 Dec 2011, 7.55pm
IGA – WA, Lynwood, 31 Dec 2011, 3.15pm
IGA – WA, Mt Lowley, 31 Dec 2011, 12.08pm


(d)  Coles
Coles – Qld, Chermside, 31 Dec 2011, 11.47am
Coles – WA, Erskine, 31 Dec 2011, 2.20pm
Coles – NSW, Sydney, 31 Dec 2011, 11.44am
Coles – NT, Palmerston, 31 Dec 2011, 12.19pm
Coles – Vic, Wheelers Hill, 31 Dec 2011, 7.53pm


(e)  Woolworths
Woolworths – Vic, Baxter, 31 Dec 2011, 1.07pm
Woolworths – Qld, Chermside, 31 Dec 2011, 11.29am
Woolworths – Vic, Mulgrave, 31 Dec 2011, 6.32pm
Woolworths – NT, Palmerston, 31 Dec 2011, 1.38pm


Supermarket Industry Benchmark Data

45% of customers waited more than 1 but less than 2 minutes to be served whilst waiting in a checkout queue.

34% of staff at check out were rated as ‘extremely friendly’

18% of shoppers found there were items unavailable they had intended to purchase.

52% of customers rated the overall shopping experience as ‘great’.

Sample Product Photos

Coles, Doncaster, VIC 3.24pm,, Dec 31st 2011.

Woolworths, Chermside, Qld 11.28am, Dec 31st 2011.

IGA, Castlemaine, Vic 5.40pm, Dec 31st, 2011.

Foodworks, Naree Warren South, Vic, 3.20pm, Dec 31st 2011.

Coffee Benchmark Survey – 5 Australian Coffee Companies

We recently asked our 15,000 Field Agents around Australia to visit one of five coffee companies we randomly selected to demonstrate how our Field Agent™ iPhone App can assist you understand customer service standards within the coffee industry. Each person who accepted a coffee assignment was asked to visit the specified cafe and order a cappuccino or latte (no size specified). Whilst in the cafe they were asked the following questions:

1.  Did the staff member suggest a larger size to you?
2.  Were you asked for a food item with your order?
3.  Did the team member ask you for your name?
4.  How long did it take to wait for your order?
5.  Take a photo of your coffee before you drink it.
6.  Based on the taste of the coffee, would you return to this company for a coffee in the future?

How did these brands compare against each other?

Industry Benchmark Data

Sample Coffee Photos

Coffee Club, Perth, WA
McCafe, Frankston, VIC
Mrs Fields, Sydney, NSW
Starbucks, Woolloongabba, QLD
Gloria Jeans, Hobart, TAS



Pizza Hut – Case Study

The Challenge
With over 280 Pizza Hut stores in Australia and 12,000 Pizza Hut stores worldwide, Yum! International (Pizza Hut, KFC, Taco Bill) places a high degree of importance on information related to the opinions of their customers, store cleanliness, staff hospitality, quality of product, store maintenance, accuracy and speed of customer service.

The challenge for Pizza Hut Australia was to cost effectively, within a short time frame, capture data related to the launch of their new Signature Pizza Range across a random selection of stores in all Australian states. In addition, they need the data to be accurate and actionable so they could address any issues relating to the launch via their field managers in almost real time!

The Solution
In an effort to meet this challenge, The Realise Group, Australia’s leading customer experience measurement company, recommended Pizza Hut Australia consider a solution utilising it’s Field Agent™ iPhone technology.

Field Agent™ was best suited to Pizza Hut’s challenge as it has the capability to deliver the information and photos they required from over 15,000 iphone users registered with the App in all states across Australia.

The Field Agent™ solution was the affordable option for Pizza Hut giving them the ability to capture information and action it if necessary within 2 hours of any shop.

The Project
Pizza Hut Australia launched it’s NEW Signature Range on the 1st March, 2012 and wanted to know in the launch week and lead up to peak weekend trade period how the initial launch phase and product was being delivered at the front line and customer perceptions. Pizza Hut Australia used Field Agent™ to conduct random checks at a selected number of stores in NSW, VIC, ACT, WA, SA, QLD and TAS.

The Agents who accepted the ‘jobs’ were required to order a Signature Pizza of their choice and in doing so, answer six questions about the experience and take one photo of the pizza. Agents were reimbursed for the cost of the Signature Pizza and paid for the questions and photo request. The job included requests like:
–  rate store cleanliness
–  select which flavour ‘signature pizza’ was ordered
–  advise if ‘signature pizza’ was presented in correct packaging
–  take a photo of the pizza
–  comment on toppings
–  advise if they would return to Pizza Hut.

The Results
Pizza Hut Australia received invaluable data from the fast turnaround Field Agent™ delivered and as a result of the speed was able to quickly respond to areas of opportunity and provide positive feedback on the areas of strength regarding implementation of the new Signature Pizza range launch.

Whilst this project highlighted operational compliance and customer feedback at franchise level it also indicated where focus was needed to ensure the product was consistent at all touch points and the promotion continued successfully.

Store Cleanliness
To identify how each store scored in store cleanliness from a scale of 1-5 where 1 = extremely dirty and 5 = extremely clean/spotless

Signature Pizza of Choice
Pizza Hut was able to determine the most popular flavours chosen from it’s signature pizza range from this survey.

Promotional Compliance
To identify the promotional packaging compliance for the new product launch across the stores. Those stores who were not utilising the specific packaging were able to be followed up immediately.

Product Compliance
To identify the presentation of the final product that customers were picking up via a photo request of the pizza in the box to ensure that the presentation standards of the product were being met consistently. Question also asked regarding the amount of toppings.

Product Choice
To identify which varieties of the new Signature range were most popular. Agents were able to order the pizza variety that most appealed to them.

Customer Opinion
To identify what consumers thought about the taste and overall quality of the pizza. Verbatim comments were collected at store level and were also reviewed nationally.

Customer Loyalty
To identify how likely (on a scale of 0-10) the customer would be to return to a Pizza Hut store based on their experience.

Sample Agent Responses

“Tasty, fresh, hot and meat flavoured with generous topping. The pizza was very tasty and enjoyable. It was ready in 10 mins and served in the correct box. I would order this pizza again and return to this store.” Burleigh Waters.

“Hot, fresh and tasty. There was ample toppings and sauce on the pizza, the base was crispy and the prawns were juicy.” Fullham Gardens.

“Savoury and delicious. Better than I would expect from a Pizza Hut pizza. Generous toppings with impressively large chunks of bacon, steak and sausage.” Holland Park.

“Delightful – best ‘fast food’ pizza I’ve had in a LONG TIME – the BBQ sauce is perfect & the chicken is moist.” Blacktown.

Head of Operations & IT, Pizza Hut, Yum! Restaurants International

“We used the launch of our new Signature Pizza range as the basis of our first job as it was a huge launch and a hot topic in the business. The process was so quick from launch date, with our first result visible online within 2 hours of the job going live and over 80% of results online within 3 days.  As I saw the results come online I was amazed at how quick and powerful the data was. In a word – awesome! I will definitely be looking to utilise Field Agent™ regularly as a tool in our business.”