Dirk x Secret View
9/2/2022
Dutch supermarket chain Dirk is joining hands with Secret View to measure and improve the customer experience in their supermarkets. Our mystery shopping community started to visit the supermarkets in January to provide Dirk with many different insights about their customer journey. All 126 (and counting) stores will be visited by a mystery shopper every two weeks, focusing on both customer experience and compliance with alcohol and tobacco sales regulations. A highly diverse and informative research for the quality discount formula’s employees.
About Dirk
For Dirk, the balance between quality and discount is essential. Because what’s good does not have to be expensive. Dirk’s customers have known for years where to find the best value for money. The result? Dirk was voted Best Dutch Supermarket three years in a row! But they keep striving for more. To better accommodate their customers in every department of the supermarket, Dirk is eager to collect customer feedback to learn from, and to prolong this prestigious award.
Three customer journeys
The mystery shoppers will visit every supermarket every two weeks. The research goal rotates every two weeks, too, moving focus from fresh groceries to promotions, the bakery, and compliance. Uwe Saueressig, General Affairs Manager at Dirk, explains: “We’re very excited to be receiving these customer insights. We have made the conscious decision to not have one, but three customer journeys reviewed. This way we’ll get a full view of our supermarkets’ performance and we’ll be able to very specifically monitor and improve aspects of our business.”
Store contest
The results are analyzed attentively on every level in the organization. And that’s not surprising, because a contest between all stores is feeding a positive feeling of competition between the different supermarkets. At the end of the year, one supermarket will be named the winner of this contest based on the mystery shopping results. This competitive feeling is catching on quick, says Uwe Saueressig: “We’re seeing employees across the board seriously looking at these results as a learning tool. The contest is a big help, creating a healthy competition between the supermarkets that enables them to push each other to a higher level.”
The research is an important step in the organization to start a continuous feedback loop, centralizing the customer’s experience. The first rounds have now been successfully completely. We’re very excited to support Dirk in their mission to optimize their customer experience!
Do you want to collect real customer insights and improve your customer experience like Dirk?
Secret View does mystery shopping 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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