Gall & Gall x Secret View
18/10/2021
Welcome Gall & Gall! We’re incredibly happy to be providing the Netherlands’ most well-known wine and liquor retail chain with valuable insights from mystery shopping research since May of this year. Gall & Gall makes full use of Secret View’s community in the Netherlands by having them research both the customer experience and compliance with age checks for alcohol sales, in all stores and online.
Gall & Gall is not only the most well-known but also the largest business in their industry, with almost 600 stores across the Netherlands. Within the organization, quantitative (customer) data has had a prominent presence for some time. Now, looking for more depth behind that data, Gall & Gall has partnered with Secret View for mystery shopping research.
Because of Secret View’s unique position, thanks to our research methodology, dynamic dashboard and versatile communication, Gall & Gall has chosen to utilize the mystery shopping community in two ways: to measure customer experience and to gather progressive insights into the compliance with age checks for alcohol sales.
Gall & Gall is using a best practice in the research field by choosing to do an intensive kick-off with high measurement frequency to create a baseline. All Gall & Gall stores were visited by mystery shoppers on a weekly basis in July to get that baseline. After the kick-off, all stores will be regularly visited to continue managing and fostering important foundations such as product expertise, thorough advice, upselling, and the omnichannel strategy in their teams. This way, valuable qualitative data is gathered as input for training programs, employee evaluations, and more.
The research has already become an important topic within the organization. Frank Schouten, Manager Digital Innovation at Gall & Gall, says: “We’re seeing a lot of enthusiasm for the mystery shopping research at the headquarters and in the stores. That has everything to do with the way we use these results. In our view, this is a great tool to learn from to get better at our jobs. We wouldn’t be able to do that without feedback from real customers.”
The kick-off visits have now been completed, and we’re starting the continuation of the research soon. We’re super excited to support Gall & Gall in achieving their customer experience goals in the years to come!
Do you want to collect real customer insights and improve your customer experience like Gall & Gall?
Secret View does mystery shopping research in most European countries and in multiple other countries. Discover the possibilities for large organizations and small organizations or just contact us!
For mystery shoppers:
Want to become a mystery shopper and do great assignments like these in your area? Register here.
