Valero Rolls Out Mystery Shopper Program

Visits to branded locations aim to ensure positive customer experiences.

Valero is introducing a new mystery shopping program throughout its wholesale network of branded stores.

Under the new program—called Commitment to Excellence—each of the company’s Valero, Shamrock and Beacon branded locations will be evaluated three times a year using the same form and criteria.

The Commitment to Excellence shopping program is designed to give branded marketers an objective look at their stores from a consumer’s perspective. As such, it focuses on areas open to consumers’ access and awareness that can directly influence their overall impression of a location and the quality of their shopping experience.

Valero has partnered with Maritz Research—a player in the mystery shopping field—and its nationwide network of auditors to evaluate its stores. Maritz will also maintain Valero’s Commitment to Excellence Website, which will provide marketers access to reports ranging from individual site results to aggregate scores for all stores within their operation, frequently missed questions and more.

Valero Energy Corp. is an international manufacturer and marketer of transportation fuels, other petrochemical products and power. Valero has approximately 5,800 retail and branded wholesale outlets in the U.S., Canada and the Caribbean under the Valero, Diamond Shamrock, Shamrock, Ultramar and Beacon brands.

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