Hunkemöller measures customer experience in more than 10 countries with Secret View
19/5/2026
We are proud to announce our collaboration with Hunkemöller! With nearly 700 stores across Europe, lingerie brand Hunkemöller is a well-known name in the retail world. Our mystery shoppers assess the customer journey in all stores, spread across 10 countries.
Putting the customer truly at the center
After years of strong growth, the lingerie brand is once again focusing on what really matters: the in-store customer experience. Hunkemöller wants to make a difference by putting the desired level of customer service from employees at the heart of its approach, and by making it measurable and transparent.
Following a pilot in the Netherlands, the research rounds will begin in May at nearly 700 Hunkemöller locations across 10 countries.
Surveys that reflect reality
What makes this partnership special is the way our research reflects the reality of the shop floor. Together, we chose two types of surveys: a high-traffic scenario for busy moments in the store, and a low-traffic scenario for quieter moments.
This means mystery shoppers only answer the questions that match the situation they encounter. The result is a fair and realistic view of employee customer service, tailored to the context in which they work.
Michelle Almeida, Global Retail Training Manager at Hunkemöller:
"With Secret View, we gain large-scale insight into how our in-store customer experience is perceived. These insights help us provide more targeted training, support our teams more effectively, and further strengthen our service across all countries. This makes customer experience tangible and ensures our teams know exactly where they can make a difference."
Insights for targeted training and coaching
With this research, Hunkemöller is laying the foundation for targeted training, coaching and optimisation of the in-store experience.
Michelle:
“By measuring customer behaviour in the right context, we gain insights that can directly lead to a better customer experience on the shop floor.”
A lingerie brand with a story
At Hunkemöller, it is all about creating moments that go beyond fashion. From a woman who feels confident in her favourite everyday bra, to a bride choosing her perfect lingerie set. Or a woman who has overcome breast cancer and is embracing her beauty again.
With nearly 700 stores worldwide and a strong online presence, Hunkemöller works on this vision and brand every day.
We are proud of our partnership!
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