Daxin Pharmaceutical Group - Mystery Shopper Audit of Terminal Stores
Company overview
Daxin Pharmaceutical Group Co., Ltd. was founded in 1999 and is one of the leading enterprises in the Chinese pharmaceutical retail industry, with its headquarters located in Guangdong Province. The company's business operations cover pharmaceutical manufacturing, wholesale, and retail, and its chain of pharmacies are widely distributed across Guangdong, Guangxi, Henan, and other provinces, forming a robust terminal sales network. Daxin has consistently adhered to a customer-centric business philosophy, aiming to promote drug price parity, enhance service professionalism, and advance standardized management practices. The company continues to deepen its operations in the pharmaceutical retail sector, striving to become a leading provider of health services nationwide
Research background
With the rapid expansion of its store network, standardization of terminal management and quality control of service delivery have become key factors in Daxin's sustainable development. To ensure consistent service quality across all locations, proper implementation of corporate policies, and to promptly identify potential management issues, Daxin decided to implement mystery shopper audits. The study will comprehensively evaluate the actual performance of its terminal stores in areas such as customer service, product display, and brand promotion. Special emphasis will be placed on detecting violations such as unauthorized discounts and private cash settlements, particularly for high-priced items, to safeguard the company's reputation and customer trust.
Research scope
In March 2013, CEIDEA Research was commissioned by Daxin Pharmaceutical Group to conduct a mystery shopper audit across multiple terminal stores nationwide. Using a random sampling approach, a subset of terminal locations was selected. Professional mystery shoppers, acting as ordinary consumers, entered the stores to observe and record key aspects including service procedures, customer consultation abilities, service attitudes, compliance of product displays with regulations, consistency of brand promotions, and the presence of unauthorized promotional changes or private cash settlements. The entire research process was strictly confidential to ensure the authenticity and representativeness of the findings.
Expected outcomes
Through this mystery shopper audit, Daxin will gain a comprehensive understanding of the actual operations of its terminal stores in areas such as customer reception, product display, and policy implementation. The study will effectively identify service weaknesses and potential violations. The findings will provide actionable recommendations for improving terminal operational standards, employee training, service optimization, and enhanced policy enforcement. These insights will further strengthen the company's brand image and customer satisfaction, laying a solid foundation for standardized management and nationwide expansion.
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