GUESS Palermo wins the Experience of the Month Award for June!

27/7/2026

GUESS in Palermo is the winner of our Experience of the Month Award for June! Every month, our mystery shoppers visit thousands of stores, restaurants and hospitality venues. From all these visits, we select the most remarkable, customer-friendly or inspiring experience. This month,GUESS in Palermo stood out as a store where personal attention, productknowledge and tailored service clearly came together to create a strongcustomer experience.

Greater insight into what customers truly experience

In a busy retail environment, it is not always easy to give every customer the same level of attention. Yet this is exactly what can make the difference, especially when a customer enters the store with a specific request, such as finding an outfit for a special occasion. Mystery shopping reveals how customers truly experience this in practice. Are their needs properly understood? Is product knowledge translated into relevant advice? And does the customer feel that the employee is genuinely thinking along with them?

For Francesco Arena, Retail Operations Manager at GUESS Italy, this is exactly where the value of mystery shopping research lies: “I consider the research a valuable tool because it allows you to see the store through the eyes of the customer. When you are immersed in the daily operations, some details can easily be overlooked. Mystery shopping helps to make these details visible again.”

According to Francesco, this is extremely important. “The research is not judgemental but presents reality in a clear and measurable way. That is essential for growth.”

An award that recognizes everyday efforts

This value was particularly visible at GUESS in Palermo (Via Filippo Pecoraino) this month. The store receives the Experience of the Month Award for the way the team identified the customer’s needs, provided suitable advice and guided the mystery shopper with care and attention.

For Store Manager Vittorio Franchina, the award is a meaningful recognition of the work the team carries out every day. “This kind of recognition is very rewarding. It acknowledges the consistent work we do every day with dedication and passion.”

Francesco also sees the award as an important opportunity to recognise the team’s strong performance.

“The feedback from mystery shoppers gives me a solid foundation to work from. It helps me understand where we can take action together with the Store Manager, where we can improve and, most importantly, where we can recognise the great work of the team, as in this case.”

A store experience centered around the customer

The strength of the visit was not only found in the attention given to the shopper, but also in the way the employee used her product knowledge.

Our mystery shopper wrote: “The employee explained the characteristics of cotton, including the fact that it is breathable and therefore highly suitable for sensitive skin. She suggested several cotton T-shirts in different colours and styles. She then allowed me to try on several options in the fitting room, so I could compare them at my own pace and make my decision with confidence.”

The way the employee presented the products also made a strong impression. “The employee physically took the T-shirts from the shelves, showed them to me up close and invited me to feel the cotton fabric. This direct interaction with the products gave me confidence and made me feel well supported.”

Strong service requires attention, planning and training

For Vittorio, strong service starts with a well-prepared team. “My advice is to aim for the highest possible standard of service and expertise from every team member. This is not easy, as we work in a fast-paced environment with many operational tasks. However, with the right planning and continuous training, it can be achieved.”

The mystery shopping programme helps the team remain focused. “It encourages us to maintain a high level of attention for every customer who enters our store, so that we can provide the best possible service.”

What Vittorio values most about his work is the daily contact with customers and colleagues. “Having direct contact with customers every day is certainly motivating. Managing employees, listening and helping to resolve potential challenges, whether they concern a customer or a colleague, is also what makes me most proud.”

Results that help teams grow

For Francesco, the results provide direction in his role. “They help me maintain an objective view of store performance. Perceptions can sometimes be influenced by many different factors, while the mystery shopper results give me a solid foundation to work from.”

“I use the results as a starting point for honest and constructive conversations. They are not simply figures to be judged by, but tools that help us improve.”

Together with the Store Manager, Francesco reviews the behaviours highlighted in the report. These insights are then translated into team exercises and concrete goals for the shop floor. “The most important thing is that every person understands the value of their contribution and feels fully involved in the activities that strengthen the store’s entire operation. This makes growth more natural, collaborative and sustainable.”

A well-deserved award

GUESS in Palermo demonstrates that a strong customer experience starts with listening, understanding and providing advice that truly meets the customer’s needs. By paying attention to the occasion, the customer’s personal needs and the product selection, the team transformed a store visit into a strong and personal experience.

Congratulations to Vittorio, Francesco and the entire GUESS Palermo team on this well-deserved Experience of the Month Award! 🎉