A mystery shopping programme is only as good as the numbers it produces and the decisions those numbers drive. Design the KPIs badly and you get a score nobody trusts; report badly and you get [...]
In hospitality, there is no product to fall back on when the service fails — the service is the product. A hotel stay or a restaurant meal is judged on a chain of small moments, [...]
Few purchases are as considered, as expensive, and as dependent on a human interaction as buying a car. The brand builds the desire through marketing; the dealership decides whether it converts. For an automotive manufacturer, [...]
In luxury, the experience is the product. Two customers can buy the same handbag; what they pay the premium for is how it felt to buy it — the welcome, the attention, the ritual, the [...]
A brand standard that exists only in a manual is not a standard — it is an intention. The gap between what head office specifies and what a customer actually finds on the shelf is [...]
If you manage a retail network that includes Italy — directly owned stores, franchises, shop-in-shops, or a distribution agreement with local partners — you already know that what head office decides and what the customer [...]
Running a mystery shopping programme in Italy from abroad is not the same as running one in the UK, Germany, or the US. The retail landscape is structurally different: a high density of independent stores [...]