When ConocoPhillips wanted retailers to own more of the customer experience, we wowed management with a print version showing the how and why.
A strategy of corporate research departments in the 21st century has been to get franchisees to buy things like mystery shopping themselves, at the location level.
Strictly cost-sharing? Or something more?
Experience has shown repeatedly that people get more out of training they pay for themselves. So it’s easy to imagine the same thing for retailers – that a store owner, having invested directly in a series of mystery-shops, might follow up on the feedback and execute the recommendations that much faster – and reap the rewards.
Getting the word out.
Back then, the world still communicated in print. These days, the word would likely go out in a series of emails, driving traffic to a microsite.
Maritz Research brought us in to develop a piece to tell that story simply, dramatically and within the company’s very clear branding standards for type and color.
The result was this email from Al Goldsmith, then the Maritz VP in charge of mystery shopping:
“I just got off the phone with ConocoPhillips and the feedback on the brochure we developed — “This is the best marketing piece that they have produced.”