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Shoppers Confidential believes customers want more than satisfaction; they want an experience.
Shoppers Confidential believes customers want more than satisfaction; they want an experience.
Client
Client
Shoppers Confidential Inc. supplies international secret shopping services to help organizations evaluate their customer experience and product and service offerings.
Brief
Brief
Shoppers Confidential applied to the Boost Your Business Technology Grant from the Canada Digital Adoption Program (CDAP) for an opportunity to receive the following:
A grant of up to $15,000 covering 90% of the costs for a digital adoption plan developed by a registered digital advisor (me);
Up to $100,000 in interest-free loans from the Business Development Bank of Canada (BDC) to help implement their digital adoption plan;
$7,300 in wage subsidies for each youth (18 - 30) hired to help execute its digital adoption plan.
Challenge
Challenge
The pandemic severely impacted Shoppers Confidential as customers turned toward improving online sales processes while neglecting in-person and brick-and-mortar operational improvements. The change resulted in drastic revenue losses, requiring layoffs for Shoppers Confidential. Now, the industry is swinging back toward aligning offline and online sales. Shoppers Confidential wants to demonstrate an exceptional online-to-offline sales process in its own sales delivery.
Shoppers Confidential knows its website is essential to differentiating itself from competitors and attracting and retaining customers. While it performs well from an SEO perspective, it no longer emulates the sophisticated customer experience Shoppers Confidential promises its clientele.
Strategy
Strategy
Shoppers Confidential has access to over 350,000 secret shoppers and over 40 global collaboration partners to recruit shoppers who match its customers’ target audiences in demographics and psychographics.
It has served over 12,500 clients worldwide since its inception in 2005. It has high-profile customers like Maple Leaf Sports and Entertainment Ltd (MLSE), the Toronto Eaton Centre, Harley Davidson, BSH Home Appliances, Carpathia Credit Union, and the Liquor Control Board of New Brunswick.
Its business development team has an exceptional close rate once it meets with a prospect and enters them into its HubSpot deal pipeline. It has a sophisticated sales process embedded into HubSpot, from when a prospect is identified to when they close the sale. Because of their familiarity with HubSpot, the staff built the latest version of their website with the HubSpot content management system (CMS). However, because of HubSpot’s expensive licensing costs, they question whether the HubSpot CMS is the right tool to redesign their website.
The Shoppers Confidential website is comprehensive, with over 100 pages and numerous blog posts that help position the company and enhance its SEO performance. However, the large volumes of content, some dated and some buried, also interrupt the natural flow of visitors navigating the website. Shoppers Confidential needs to edit its website content without negatively impacting SEO.
Results
Results
Its Digital Adoption plan recommends comparing its HubSpot CMS against comparable alternatives (WordPress, Drupal, and Webflow), adding tools (from the HubSpot App Marketplace) to enhance its online-to-offline sales process, and undertaking a list of prioritized activities to help it redesign its website.
The Shopper Confidential implementation roadmap includes work plans, timelines, dependencies, technology, implementation, and training costs for executing the digital adoption plan recommendations. It also recommends hiring a digital marketing coordinator and using the CDAP wage subsidy to offset their costs.
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