MR MARVIS uses mystery shopping to strengthen customer experience as it expands internationally

Growing with a focus on customer experience

MR MARVIS’ success is reflected in its growing number of stores across Europe. As the store network grows, it becomes even more important to understand how the intended customer experience comes to life in every store.

A customer journey can be clearly defined on paper. Ultimately, the difference is made in the interaction between customer and employee. With stores across multiple countries, ongoing insight helps MR MARVIS see how the intended customer experience is delivered at each location.

Richelle Eijkens, Retail Director at MR MARVIS:

"MR MARVIS is a fast-growing company. As we grow, it is important to maintain the strong customer experience we are known for. We want to support our teams as effectively as possible, which is why we have created an internal program focused on this.

The feedback from mystery shopping is directly linked to that program and shows us where the customer journey is being delivered well and where additional attention can add value. This allows us to use our time, training, and support more effectively and help our teams strengthen the customer experience even further."

What does MR MARVIS measure with mystery shopping?

During each visit, the mystery shopper experiences several moments in the customer journey. The research looks at areas including the first interaction, understanding the customer’s needs, the advice provided, support during fitting, and the end of the visit.

It’s not only about whether these steps take place. How the customer experiences these moments also provides valuable context.

For the research, Secret View selects men aged 30 and over who fit MR MARVIS’ target audience. These are real consumers from the target audience who visit the store just like any other customer would. This gives MR MARVIS feedback from the people the store experience is designed for.

Why does MR MARVIS choose ongoing research?

Every store is visited once a month. Rather than relying on a one-off snapshot, this allows the retail team to identify patterns, compare locations, and track developments over time.

The results come together in the Secret View dashboard. From there, MR MARVIS can zoom in from the overall picture across all stores to individual locations. This makes it clear where the customer journey is being delivered well, where differences emerge, and where additional coaching or training may be valuable.

We’re looking forward to gathering the first insights together with Richelle and the MR MARVIS team, and to following how the customer experience develops over time.

Want to know how customers experience your customer journey in practice?

Secret View uses feedback from real customers to show you what happens on the store floor. This helps you see where teams perform strongly, where differences emerge, and where targeted feedback can help them improve further.