Customer experience in retail: State of Art Zutphen wins the Experience of the Month Award in November!
6/1/2026
State of Art Zutphen has won our Experience of the Month Award for November! Every month, our mystery shoppers visit thousands of retail stores and hospitality venues. From all these visits, we select the most remarkable, customer-friendly or inspiring experience. In November, the visit to State of Art Zutphen clearly stood out: a store where genuine attention and hospitality take centre stage.
In this article, we discuss:
- The winning customer experience at State of Art Zutphen
- Store Manager Mabhar Koure and her view on hospitality
- The first point of contact and why it is so important
- Why mystery shopping research is so valuable for State of Art
- How Head of Retail Rik Kolb experiences the collaboration with Secret View
A store visit that stays with you
Our mystery shopper left the store in Zutphen feeling enthusiastic and with a clear story to tell:
“The sales assistant explained the brand’s story in detail, from its founding to the present day. She did this in an enthusiastic and passionate way, which really brought the brand to life. It was clear that she truly cares about the business and is proud of the product. This personal and enthusiastic approach made the story engaging.”
The difference was also evident in terms of content:
“The employee’s product knowledge was excellent. She clearly explained how the products should be washed and cared for to keep them in good condition. Her explanation was detailed and professional, showing that she knows exactly what she’s talking about and genuinely helps customers.”
An experience you can feel on the shop floor
With this experience in mind, we visited the store in Zutphen to present the award. Store Manager Mabhar Koure responded with surprise and enthusiasm:
“Fantastic! That’s amazing! A real compliment.”
Mabhar has been working at State of Art for 15 years. She started as a sales assistant and progressed to Store Manager. That experience is reflected in everything that happens on the shop floor. For her, a good in-store experience is about more than just making a sale: “What I enjoy most is when customers feel at ease and leave the store satisfied, whether they buy something or not. It’s about building a relationship. Making someone feel welcome, ensuring they’ve had a pleasant time and leave with a good feeling.”
The difference is made in the first few seconds
According to Mabhar, what makes the difference in getting customers to return? “It starts with the very first step: the smile and genuinely welcoming the customer. That first moment of contact is the most important. Even if you’re already helping another customer, that moment still counts. Let them know you’ve seen them and that they are welcome.” A small gesture, but one with a big impact. That first signal often determines how comfortable someone feels browsing the store, asking questions and ultimately leaving with a positive feeling.
Mystery shopping research that reflects the real customer journey
Mabhar is very positive about the mystery shopping research: “I really appreciate that the questionnaire focuses on what truly matters and maps the entire customer journey. You’re never too old to learn!”
Rik Kolb, Head of Retail at State of Art, sees the research as a valuable tool for both teams and management: “The strength lies in the level of detail, giving teams feedback they can genuinely work with. The biggest advantage is that these are not professional shoppers, but our own customers.”
According to Rik, this delivers valuable insights, especially due to the frequency and customisation:
“Secret View provides tailor-made solutions, and that’s where the strength lies. The added bonus is how customers experience our stores: the shop itself, the window displays. That gives us insights we might otherwise have missed.”
His conclusion is clear:
“This is the way to truly connect with your customers.”
Clear action points for teams, area managers and retail
The mystery shopping research offers State of Art concrete starting points for improvement and development. Rik explains: “It provides me and the area manager with targeted information we can actually act on. Because stores themselves have access to the dashboard, teams are well informed and well prepared.”
Although State of Art has only just started with the research, the collaboration is already experienced as very positive: “We’re still exploring the training needs, but the collaboration, flexibility and customisation are extremely appealing.”
An approach that delivers results
State of Art Zutphen shows how attention, experience and genuine hospitality come together in a strong in-store experience. An experience where customers feel welcome, feel seen and are happy to return.
Congratulations to the entire team at State of Art Zutphen!
