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Mystery shopping, secret shopping, mystery visits, mystery guests, there are various terms for evaluating customer experience by consumers. This research method is essentially straightforward: a mystery shopper visits a store, goes through the customer journey, and shares the experience via a questionnaire. In this article, we delve into the origins of mystery shopping research, explain the different methods of measuring customer experience, and discuss the approach of Secret View.

The Secret View Experience of the Month Award for March has been won by the enthusiastic team of AMI Kappers in Nieuw-Vennep! Our mystery shoppers visit thousands of stores every month, and from all these visits, we select the most exceptional and customer-oriented experiences! This time, the award was received by the five passionate employees of AMI Kappers in Nieuw-Vennep, who do everything to ensure that their customers leave the salon with a satisfied feeling. Their commitment and customer focus have earned them this well-deserved award.

Secret View welcomes not one, but two new formulas, Sani4All and Kitchen4All! Sani4All, known for their extensive range of bathrooms, and Kitchen4All, the specialist in kitchens. Together they have 42 locations in the Netherlands. With mystery shopping research, they gain better insight into the customer journey and experience within their formulas. The research started in January 2024.

We are very pleased to be partnering with one of the largest supermarket chains in the Netherlands: PLUS! With more than 550 stores, PLUS, after merging with Coop, is among the top three largest service supermarkets in the Netherlands. In the search for a reliable partner to better monitor the process of selling age-restricted products, PLUS came to Secret View. We find it very important not to sell age-restricted products to minors. Therefore, we are happy to contribute to better compliance with rules for age verification for alcohol sales at our clients. After a successful pilot in 2023, the compliance research for PLUS started in January 2024.

We are very happy that Iris Galerie has an eye on us! We are going to conduct mystery shopping research for these eye artists. The concept offers a unique experience: Capturing the eye with technology that combines photography with high quality prints. Iris Galerie not only wants to deliver a beautiful artwork, but also a special experience, and that’s where we come in.

People first: that is the credo of SNS, and of course we are big fans of that! With 200 stores throughout the Netherlands, SNS wants to be close to the people and their customers. The customer experience plays an important role in this. With mystery shopping research they want to get a better understanding of the customer experience and fulfill their promise. In January 2024 we started the first mystery shopping visits at 200 locations of SNS.