Wereldhave Belgium x Secret View
8/9/2021
With nearly 600 stores in 5 large shopping centers, Wereldhave is a large real estate player in Belgium. But with their Full Service Centers, Wereldhave Belgium goes beyond the traditional shopping center. Here, customer experience is key. That’s why Wereldhave Belgium has partnered with Secret View for their mystery shopping research. As of this summer, all stores in their centers will be visited by mystery shoppers on a continuous basis.
With the help of the extensive mystery shopping research, store managers in Wereldhave Belgium’s shopping centers start a joint effort to improve customer experience and loyalty. Secret View’s mystery shoppers are regular, local consumers who share their feedback with the stores they visit.
A customer journey for every industry
Wereldhave Belgium and Secret View went to great lengths to include every aspect of every customer journey in the research. As many as 27 different questionnaires were developed that each focus on an industry-specific customer journey. Using these questionnaires, almost 600 stores, including fashion outlets, shoe stores, fitness gyms, car washes and 20 other types of businesses are assessed on the aspects that are relevant to them. On top of that, the general experience of each shopping center, including facilities such as toilets, parking and information center The Point, are mapped extensively by the mystery shoppers.
Positivity and transparency
The mystery shopping research is explicitly used as a tool to learn as opposed to a controlling mechanism. With an open, cooperative attitude towards the retailers, Wereldhave Belgium creates a broad support base for mystery shopping research as a means to learn and improve together. Ine Beeterens, COO at Wereldhave Belgium, explains: “After thorough preparation, we started the research with a kick-off for all retailers. During the kick-off, together with Secret View we outlined the research setup and goals extensively. The store managers responded extremely well to this and are now analyzing their first research results.”
Secret View’s multilingual software enables the participants to collect and analyze the research results in both Dutch and French in the same dashboard. This feature allows for easy and efficient analysis of the research in all of Belgium.
Mystery shoppers will visit Wereldhave Belgium locations on a continuous and regular basis. The first research round is now completed and there is much more to come. We are excited to provide Wereldhave Belgium with valuable customer insights in the coming years.
Do you want to collect real customer insights and improve your customer experience like Wereldhave Belgium?
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!
Mystery shopper in Belgium?
The first round is now completed, but there’s much more to come. Apply for an assignment now or register as mystery shopper.
