Holland & Barrett x Secret View
18/7/2022
We’re starting a mystery shopping research for Europe’s largest and oldest health retailer! As of now, over 200 Holland & Barrett stores in the Benelux are visited by our mystery shoppers on a regular basis. The research is aimed at mapping the full customer journey with a special focus on giving every customer an excellent personal advice.
The first round of this extensive mystery shopping research started earlier this year at all Holland & Barrett stores in the Benelux. This first round served as an introduction to us and our methodology, with the intention of finding out if Secret View and Holland & Barrett were a good match. And they are! After this pilot, we recently got the green light for continuous research.
Now, our community of mystery shoppers will be visiting all stores regularly. During their visit, they will go through the most elaborate customer journey, from reception to advice and closing the sale and everything in between. A particular emphasis is put on the way the employees converse with, listen to, and advise their customers based on the customer’s needs and wishes.
Lindsey Hop, Manager Training & Development, explains how the research is landing within the organization: “We started out by creating understanding and support for our goals with this research. Everyone at Holland & Barrett benefits from customer feedback and we’ve done our best to convey that feeling to our employees. A kick-off session was organized for all store managers, so they are in the know about the research design and goals. The research results are used to strengthen our training programs. Our employees responded very well to this, they acknowledge the value of the research and are thrilled that we’re going to continue with it!
At Secret View, we’re also very enthusiastic about the way Holland & Barrett handles the research. We like to stimulate the positive approach to mystery shopping, focusing on learning instead of trying to control employees. We’re looking forward to gathering those valuable learnings for Holland & Barrett!
Do you want to collect real customer insights like Holland & Barrett?
Secret View does customer experience research in most European countries and in multiple other countries. Discover the possibilities for large organizations and small businesses or just contact us!
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