ANALÝZA OPTIMÁLNÍ INFORMAČNÍ PODPORY PRODEJNÍCH KANÁLŮ PŘI UVÁDĚNÍ NOVÝCH PRODUKTŮ NA TRH

Abstract

The aim of this article is to analyse efficiency of sales channels in the time when new products are being launched. As the most suitable method for this analysis was chosen the method of mystery shopping because it can properly compare and measure the most aspects of sales process quality. The results of mystery shopping focused on sales approach of sales assistants showed significant differences in performance of external and internal sales channels in analysed time periods. At the moment there is no significant difference in the support of external and internal sales channels during product launches because it is perceived that both of these sales channels should be highly motivated to sell new products and therefore there is no need in this busy periods to split the effort into two individually designed sales supports. As depicted in the article it would be benefitial to change this approach since the potential of external sales channels is not fully revealed and used as much as it could be. Seeing the fact that all companies generate enormous pressure to launch new products with the highest excellency implementing diverse support should be one of possibilities how to achieve it. Description and explanation of differences in mystery shopping results in external and internal sales channels are used as a base for formulating an approach how sales and marketing efficiency during product launches in external sales channels could be increased.