ICC/Decision Services specializes in a unique approach providing a simple and elegant solution for agencies with the goal of measuring and improving their field marketing, retail events, media and promotions. We carefully screen our Secret Shoppers to ensure the data they provide will measure customer experience accurately and in depth.

We have been in business for 30+ years providing in-field research with insight from Secret Shoppers at the point-of-sale or consumers at the point-of-engagement. Our on-site audits and consumer intercept programs deliver third party verification and in-field market research not available by other forms of market research.

Consumer Connection™ Program

A² – Assurance Audits via Mystery Shopping
When agencies use A² – Assurance Audits to measure the compliance and execution of their programs they provide their brand clients transparency and demonstrate that they are committed to quality and delivering on their promises. Agencies using ICC/Decision Services may proudly display the A² seal – this seal expresses their undeniable commitment to quality excellence.

ICC/Decision Services A² program is a systematic process of measuring in-field and in-store promotions against the industry standards, simply identifying where agencies are excelling and where they may need to improve. Agencies who commit to ICC/Decision Services’ A² Standard of Excellence know the importance of delivering flawless execution, each and every time. And we offer more than just a Secret Shopper program: Our highly trained and certified field team provides on-site photo verification and next-day web based reporting via our client monitor.

In-Store

Our skilled field teams measure sampling events, in-store media, demo programs, coupon machines, POP displays, shelf tags, and in-store signage and events. Whether for internal use, or to prove to your clients your ability to execute and deliver quality promotions, our A² program provides detailed reports on your in-store promotions. Providing visual documentation from the field adds both value and flavor to your summary reports for your brand clients.

A² – Assurance Audit Programs measure the compliance of standards for the in-store demo industry. Agencies executing in-store demo/sampling programs, or those who are outsourcing to a third party demo agency, need to know the quality and rate of execution. ICC/Decision Services field teams collect data that answer a multitude of critical questions – did the samplers meet health and safety codes, was the staff engaging, did they show up on time, how were they dressed, did they have product knowledge, did they provide product benefits, was there sufficient product in-stock, was the food served at the correct temperature? Our programs answer the basis question – how is my agency doing?

Events and Field Promotions

Event Marketing Agencies know that every event’s moment of truth is the execution. They also know and sometimes fear that clients often spot check their field events. Without measuring your teams’ quality of engagement and execution, it can be frightening what clients may find. Our A² -Assurance Audits give you the peace of mind that you can capture shortcomings, identify issues and discover opportunities before it’s too late. With our field team, including our Secret Shoppers, we can also reward individuals and teams who have flawless execution and deliver that high quality engagement each and every time.

Agencies using A² – Assurance Audits are rewarded for meeting and exceeding our Standard of Excellence. Platinum, Gold or Silver recognition is awarded only to those top agencies who deliver exceptional performance with consistency. These elite agencies may proudly display the A² symbol and can leverage this achievement to help secure new business and maintain current clients.

Brand Check ™ Consumer Intercepts

ICC/Decision Services trained interviewers conduct consumer intercepts in the field to gather insight on shopper marketing trends and consumer insight at field events and promotions. Agencies can rely on this information to help create and plan future promotions and can be used for current or new client pitches.

Consumer Intercept Programs Measure:
• In-store Media: Recall studies, influence on purchase, impression
• Purchase Intent: Why they bought or did not buy a specific product
• Brand Awareness: Brand health measurement and competitive analysis
• Product Feedback: Likes and dislikes, what are consumers looking for, help with product placement, product purchasing, inventory needs
• Demographic Information: Age, race, religion, language(s)
• Psychographic Information: Lifestyle, interests, cultural interests, attitudinal behaviors
• Sponsorship Measurement: Does it drive purchase intent, awareness and recall studies
• Event Intercepts: Brand Ambassador engagement, brand perception, purchase intent post event engagement, brand/product recall

In-Store

Imagine being able to gather insight from consumers as they purchase a specific product or as they browse a specific category in the store. Qualitative data can provide feedback on in-store media, promotional displays, packaging and retail favorability, all critical for planning and increasing revenue.

Above and beyond the standard method of Mystery Shoppers, our trained interviewers conduct in-field surveys with consumers shopping your brand or brand category. The ICC/Decision Services Market Research Team analyzes the data using Win-Cross and SPSS software programs. Our analysis provides your clients with a very detailed summary report so your agency understands what is working/not working and why/why not? Decisions about where to invest your clients’ dollars have detailed field market research based on true feedback and qualitative metrics.

Events and Field Promotions

Brand Check™ Consumer Intercepts measure brand health, brand engagement and the quality of your Brand Ambassadors. Impressions, distribution numbers, samples, connections and leads are all great quantitative measurements of events, but Brand Marketers know there is something missing. ICC/Decision Services has the solution – more than just a run-of-the-mill Secret Shopper program, our Brand Check™ Consumer Intercepts is the key to in-depth data and analysis.

Our nationwide interviewers are trained to capture qualitative research at your events and our Secret Shopper program is first-rate. We deliver results that provide Agencies with detailed information that helps measure the value of the promotion and identify opportunities for execution improvement for future events. Agencies will understand the rate at which consumers recall the messaging, the consumers’ impression of the quality of the engagement, the perception of the interaction with the Brand Ambassadors and whether or not the consumer would try and recommend their product. Field events are no longer an unmeasured medium; they are the best way to measure and conduct a true “Brand Check.”

UpSell™ Suggestive Selling Program:

Using UpSell Suggestive Selling as a strategy to sell more products is both innovative and effective. Our simple programs promote your client’s brand and deliver results each and every time. We manage the planning and execution and deliver a reward to retail associates for recommending the product or brand ambassadors for mentioning a product benefit. At an average 20% conversion rate watch your client’s sales grow and recognize the success of your events each and every time.

In-Store

Each program is custom designed with very specific brand goals in mind, and with all the on-site resources available to us — including trained field reps, Secret Shoppers and brand champions. ICC/Decision Services works with the retail chain to manage and execute the promotions for a local, regional or national program. Our incentive based programs encourages store associates to recommend your brand or specified promotion, which is proven to deliver a return on investment each and every time. The retailer benefits as the UpSell™ programs increase employee engagement and improve quality of consumer engagement.

Events and Field Promotions

Engagement with Brand Ambassadors can range from a sample being handed out to a full product demonstration. Training Brand Ambassadors or Field Personnel to deliver a quality message is critical, but how are you measuring the effectiveness of this training? Rewarding a Brand Ambassador for mentioning key product benefits or for knowing how to answer critical product questions helps drive quality engagements — and that’s what we do with our Secret Shoppers and other methods. The goal of implementing an UpSell™ program is to increase the quality of the engagement. Our incentive based programs motivate the Brand Ambassadors and field teams and more importantly measure execution rates of your training.

Are you providing value above and beyond their expectation? Call us today and find out how we can help provide significant value to your current programs and how we can help with your pitch to gain new business. Consult with the ICC/Decision Services Team to find out how we might be a resource for your organization.