Fashion brand Norah strengthens retail strategy with mystery shopping

In this article we discuss:

• Why Norah is starting mystery shopping research with Secret View
• How independent shoppers contribute to a consistent customer experience
• The role of the Norah Awards and how mystery shopping adds more value
• How mystery shopping will help Norah take the next step
• What makes Secret View unique for retailers like Norah

Accessible fashion for women

Norah stands for accessible women’s fashion and surprising designs. With new collections arriving every week and a strong focus on customer friendliness, Norah wants every woman to feel seen and beautiful.

The brand is growing quickly and now operates  110 stores, with ambitions to expand internationally in the coming years. Mystery shopping research is the next step in clearly and consistently mapping the customer experience across all stores.

From internal checks to independent customer insights

Until now, Norah used interns and its own employees to conduct mystery shopping visits. While this provided valuable insights, the company was looking for a more efficient, professional and modern approach to support its next phase of growth. That is why Norah has chosen to work with the mystery shoppers of Secret View: women who would normally shop in their stores themselves, capturing the real customer journey from entry to purchase and farewell.

All stores will be visited eight times a year, each time by a different mystery shopper. This ensures Norah receives consistent and reliable insights throughout the year, along with clear recommendations to further improve the customer experience.

Through these mystery visits, Norah gains insight into:

• How the strategy is translated onto the shop floor
• Where specific opportunities lie to improve the customer journey at each location
• Which employees would benefit from additional training
• Detailed and targeted feedback to support evaluation conversations

Putting customer experience in the spotlight

Norah already rewards its teams annually with the Norah Awards, with the Mystery Shopping Award being a permanent category. The visits conducted by Secret View will follow a structured and consistent methodology. This will lead to more consistent results and deeper insights into the full customer journey.

Rick Wegeling, Head of Retail at Norah:

“The interactive dashboard from Secret View immediately shows us where improvements can be made and who we should work with to achieve them. This allows us to act quickly, identify trends and take targeted action. That makes a real difference for both our employees and our customers.”

Ready for the next step

“We want every customer to feel seen and welcome at Norah. We expect our employees to interact with customers in a friendly and professional manner and provide helpful assistance. This partnership helps us monitor this in a realistic way, enabling us to continuously support our employees in their development. It is an important next step for Norah,” Rick adds.

By investing in mystery shopping, Norah is actively working to improve the customer experience. Together with Secret View, the brand is taking concrete steps to further strengthen quality across all stores.

What makes Secret View unique?

Unlike traditional mystery shopping research, Secret View works with a community of real consumers from the target audience of our clients. They visit your store, make a purchase using store credit, and share their observations and experiences through our online dashboard. The result? Detailed and realistic insights into every stage of the customer journey, including AI-generated summaries and improvement suggestions.

Do you also want to build a strong customer experience in your stores?

Whether you are a fashion retailer, operate in hospitality, or work in another retail sector, Secret View helps you measure, understand and improve your customer and guest experience.

Discover what Secret View can do for your brand and get in touch with us. We are happy to think along with you about how mystery shopping research can support your organisation.

Curious to experience the customer journey at Norah yourself?

Become a mystery shopper! Your feedback helps brands improve every single day. Sign up on our platform and see which assignments are available in your area. See one that interests you and fit the target audience? Register directly for the assignment and you might soon be visiting a store as a mystery shopper.