Mystery Dining

Retail Active is at the forefront of UK mystery shopping and brand auditing.  We already provide an insightful and powerful mystery dining service to our clients in the Hospitality industry and the Dining sector. We check customer service, guest satisfaction and quality, as well as providing key information to support marketing and operational decisions.

Just like all of our mystery shopping programmes, all of our mystery dining programmes are bespoke, client focused and designed to allow our clients to drill down and interrogate our innovative and objective reporting.

We know your industry; we’ve spent our lives working in it.  A Retail Active mystery dining programme could help to accelerate sales, motivate, train staff and turn complaints in opportunities.  From fast food to fine dining, every company needs to know where their service could improve and they deserve to know where they are excelling – information that mystery shopping companies like Retail Active can provide.

Our mystery diners are reliable and dedicated.  Before being allocated dining and hospitality mystery shopping jobs, they are trained and vetted to ensure they have the skills necessary to provide accurate feedback.  Our mystery shoppers can provide a objective report only hours after visiting a location and our Quality Assurance Team are online daily and at all hours, to ensure the reports are sent to you on time and the information is accurate. 

To learn more about the prestige mystery dining services we offer, please call us on +44 (0)1235 856575 or contact us via email; info@retailactive.com

If you are interested in starting to mystery dine with us, you can apply online via our Shopper Academy at www.retailactive.com

View previous, “Why choose Retail Active?” posts on;

Automotive Mystery shopping
Hotel Mystery Guest programmes
High Street Mystery shopping

Thank you to all of our Mystery Shoppers

Retail Active is the most innovative of all of the UK’s Mystery Shopping Companies, but we know that a lot of our great reputation is founded on the hard work of our mystery shoppers all over the globe.  With this in mind, it’s that time again – time to say a brief Thank You to our star Mystery Shoppers.

Thank you to Keith from South Lanarkshire:
Your help, at the last minute, on our most recent new project has been greatly appreciated throughout the scheduling team.  You’re a star!

Thank you to Natasha from London:
You’ve only recently joined the team and you’ve already completed numerous visits, most of which were hard-to-allocate visits.

Thank you to Justin from London:
You always go above and beyond to be a great help ... especially with our new VM check project!

Thank you to Robert from Stockton-on-Tees:
You’ve been a shining star in an area that is hard for us to allocate visits in.  Thank you for trekking out in all weathers for us!

Thank you to William from Limerick:
You’ve been a great help with our recent project in Ireland.  Thank you, William.

Thank you to Sarah from Limerick:
As always, you’ve been happy to travel across the country for us, picking up visits en route.

Thank you to Nicola from Belfast:
Travelling far and wide to complete visits for us, you have been a great asset over the past month.  We are delighted to have you on the team, and now your husband too!

Last but not least ...
Thank you to all of our secret shoppers – you help to make Retail Active the leading British mystery shopping company.  You can find out what we can do for your company, or join our mystery shopping team at www.retailactive.com

Happy New Year from all at Retail Active

New Years Day is a time to reflect on the past and look forward to the future.  2012 has seen our business grow and it has been a pleasure helping you reach your goals.

To all of our clients, employees and our worldwide panel of mystery shoppers, auditors and interviewers, our success in 2013 depends on all of you.  Thank you and we wish you all and your families our best wishes for happiness and prosperity in 2013.

Happy New Year!

12 days of Retail Active

On the first day of Christmas, Mystery Shopping gave to me;
An email – “Welcome to the team!”

On the second day of Christmas, Mystery Shopping gave to me;
A local meal on my lunch break,
And I’m happy to be on the mystery shopper team!

On the third day of Christmas, Mystery Shopping gave to me;
Coffee on my commute,
A local meal on my lunch break,
And I’m happy to be on the team!

On the fourth day of Christmas, Mystery Shopping gave to me;
All of my Secret Santa presents,
Coffee on my commute,
Catching up with the girls on my lunch break,
And I’m happy to be on the team!

On the fifth day of Christmas, Mystery Shopping gave to me;
AN EXTRA PAY DAY!
All of my Secret Santa presents,
Two hour-long commute,
Did twenty visits on my lunch break,
I’m far too busy now I’m on the team!

On the sixth day of Christmas, Mystery Shopping gave to me;
Some make-up for the missus,
AN EXTRA PAY DAY!
All of my Secret Santa presents,
The coffee went cold in the rain,
Did twenty visits on my lunch break,
I’m far too busy now I’m on the team!

On the seventh day of Christmas, Mystery Shopping gave to me;
Toys for the children,
Some make-up for the missus,
AN EXTRA PAY DAY!
All of my Secret Santa presents,
Forgot to even pick up coffee,
No time on my lunch break,
And I’m happy to be on the team!

On the eighth day of Christmas, Mystery Shopping gave to me;
A much-needed night out dancing,
Toys for the children,
Some make-up for the missus,
IT’S ALL BEEN SPENT ALREADY?
I don’t even know James from Accounts,
I NEED CAFFEINE!
No time on my lunch break,
And I’m happy to be on the team!

On the ninth day of Christmas, Mystery Shopping gave to me;
A romantic meal for two,
A much-needed night out dancing,
“Barbie is SOOO last year!”
“Don’t you love me as I am?”
Another mid-month pay day,
How was I to know he was vegan?
THANK YOU for the coffee on my commute,
The local meal on my lunch break,
I’m so happy to be on the team!

On the tenth day of Christmas, Mystery Shopping gave to me;
My Christmas presents paid for,
But they messed up our order,
I trod on his toes,
What do you mean, you don’t like Barbie?
NO, YOU’RE BEAUTIFUL WITHOUT THE MAKE-UP!
IT’S ALL BEEN SPENT ALREADY AGAIN?
Had to re-wrap all of the presents,
Spilt the coffee on my commute,
Rescheduled the meal on my lunch break,
But I’m thankful I can get out of the house!

On the eleventh day of Christmas, Mystery Shopping gave to me;
Work to get me out the house,
My Christmas presents paid for,
“That’ll be to take away”,
Quick dash to the Pharmacy for plasters,
Thank goodness for gift receipts,
How is red the wrong colour?
How did we get through all this money?
Mixed up all of the gift tags,
Didn’t even get a chance to enjoy the coffee on my commute,
Christmas makes me crazy,
But I’m delighted to be on the team!

On the twelfth day of Christmas, Mystery Shopping gave to me;
A perfect Retail Active Christmas,
Some time to myself,
All the presents under the tree,
The turkey is in the oven,
Enjoyed our night out dancing,
Finally some peace and quiet,
You look gorgeous with that lipstick,
Every minute working was worth it,
Everyone’s happy in the end,
Drowned in a large glass of Bucks Fizz,
I love Christmas really,
And I’m delighted to be on the team!

If you would like to be a mystery shopper, Google mystery shopper jobs, or visit retailactive.com

Why choose Retail Active – Hotel Mystery Guest programmes

Why YOU choose Retail Active for your Hotel Mystery Guest programme?

As one of the leading Mystery Shopping and Brand Audit providers, we pride ourselves on delivering meaningful and concise reporting for the numerous Hotel and Resort companies that have already benefitted from our services. 

Many of our most established clients are Hotel and Resort corporations and our years of experience within this sector has helped us develop a unique approach to focus exactly on what is expected of a Mystery Guest programme. 

We help our valued clients gain a complete understanding of what their hotel service experience really is from a guest’s perspective.  At Retail Active we provide a complete solution, from initial research regarding your Mystery Guest programme to the final conclusions and recommended actions.

Our carefully selected global mystery shopper panel are always available to stay away from home and to give impartial feedback on their experiences.  Each mystery guest has been trained to spot the specific attributes of your guest expectations and the bespoke elements of your brand.

Our clients are enjoying unrivalled growth and success.  How much is poor service costing your business?  Find out what we can do for your company at www.retailactive.com.

Service Hero of the Month - October 2012

We are pleased to present this month’s Service Hero; Daniel, a valued member of Timpson, who works at their Fenchurch Street Station store in London, United Kingdom.

Daniel's hard work, dedication and enthusiasm for the brand he represents were evident during recent visits to Timpson, Fenchurch Street Station. His passion for great service and expert knowledge has helped his customers make the right choices for repairs and product purchases. We have received outstanding praise from customers regarding their experience, specifically stating that their opinion of the brand has been positively influenced as a direct result of Daniel's great advice and guidance.

To nominate someone who you feel should be recognised for their excellent Customer Service skills, please email shoppersupport@retailactive.com with your nominee’s name, the company they work for and the reasons for your nomination. Please also include your details so that we can get in touch regarding your nomination, in case we need some more information.

Remember, your nominee doesn’t have to be from one of your mystery shopping assignments and you don’t have to be working for our mystery shopping company to nominate someone.
If you would like to find out what Retail Active can do to improve Customer Service and Customer Experience in your stores, please contact info@retailactive.com.

Jet Setting with Retail Active

We always look to soar above and beyond expectations for Mystery Shopping companies and sometimes, we need to take that literally.  We are looking for Mystery Shoppers who are frequent flyers and would be available to complete secret shopping visits at airports worldwide.  We have regular air side visits available for many interesting, varied clients.

Retail Active are the UK's leading Mystery Shopping and Brand Auditing company and being one of our growing panel of secret shoppers you can reap its rewards;

•    Get paid for shopping with the best Mystery shopping company out there.
•    Eat in the world’s finest restaurants and stay at the world’s best hotels.
•    Improve Customer Experience and service through our innovative reporting process.
and...
•    Earn some cash for your holidays, whilst you’re in the Departure Lounge!

We have visits available at all main UK airports, so if you’re already a Retail Active Mystery shopper, please do let us know if you’re a frequent flyer by emailing shoppersupport3@retailactive.com.  If you’re new to Mystery Shopping, we would love to have you on board; please sign up at www.retailactive.com .  Air side visits are available online but if we know you are a frequent flyer, you can be offered Airport Mystery shopping jobs direct to your email without waiting for notifications!

Operations Director

Salary: £48k, Bonus Scheme, Company Car, Incentive Package and Benefits
Based: Harwell, Oxfordshire


Retail Active is one of the fastest growing customer  intelligence companies in the UK. We work with some of the world's best known brands and are now looking to implement our aggressive growth plans in the UK and overseas.

We currently have a vacancy for an Operations Director, based at our office in Harwell, Oxfordshire. This is a pivotal role and vital to the company's future success. Reporting to the Managing Director you will be directly responsible for executing the company's business plan and daily operational activity. You will work closely with the Commercial Director and be responsible for the Operations Teams, ensuring flawless execution of the Retail Active proposition to complete client satisfaction.

Prior experience in customer research programmes is essential, coupled with an excellent understanding of customer experience in retail and hospitality environments. You will also have proven senior management (operational) experience in a high pressure environment.

You will have outstanding interpersonal and presentation skills, be commercially astute with an aptitude for strategic business development. Key to this role is your ability to drive growth by adding real value to both existing and new clients.

As Operations Director you will be responsible for leading your teams by example, forging strong high-level relationships with clients and for meeting demanding business targets.

This is a unique opportunity to join a dynamic business at an influential level with potential to reap substantial rewards and success.

Key responsibilities of this position include:

• Delivery of the company business plan and financial objectives
• Management of the Completion Team, Quality Assurance Team, Account Management and IT Teams to ensure flawless execution of the Retail Active proposition
• Communication and delivery of agreed company KPI's weekly, monthly and quarterly and annually
• Attending high level meetings to ensure complete client satisfaction, representing the companies range of services whilst making a meaningful difference to client businesses
• Understanding client objectives and continually qualifying client needs through communicating to and meeting with clients at strategic and head office levels
• Compare revenue performance with market opportunity by product
• Fulfill ad hoc reporting requests as needed
• Maintain a well informed understanding of competitors activity, products and objectives
• Work with the Managing Director and Sales Director on relevant client acquisition projects, participate in company marketing and sales efforts where appropriate
• Seek every opportunity to represent Retail Active, its products and business interests with third party organisations and business partners
• Interact and foster outstanding working relationships with clients, be fully conversant with Retail Active products in order to help drive sales - and specifically on large, cross-discipline pitches and RFPs
• Delivering an agreed increase in overall productivity by focusing on streamlining current processes and implementing industry best practices
• Lead large national and international projects, from initial costing through logistical delivery and quality assurance
• Deliver business to grow at +30% per year while decreasing operating costs through process re-engineering and supply chain and people management
• To attend monthly Business Planning meetings and agree points of further action to deliver the company plan

Required Skills and Experience:

• Degree in communications, market research, business, or related field
• Extensive experience managing operations for a qualitative market research organisation
• Experience in leading and motivating teams to deliver outstanding results in a demanding environment
• Excellent written and verbal communication skills, being used to present complex data in an interesting and easy to comprehend way
• Outstanding project management skills with the ability to establish priorities, manage multiple projects, establish time lines manage and appraise team leaders and employees to achieve objectives
• Experience working with top clients across multiple industries, including FMCG, Finance, Healthcare, Retail, Hospitality, Automotive and Technology
• Experience in successfully implementing new product innovation to the market place
• Excellent interpersonal skills with ability to interact professionally and effectively with all levels of employees and senior leadership
• Ability to operate effectively under pressure of deadlines. Ability to adapt quickly to change
• Leadership experience as demonstrated by successfully managing an organisation of at least 15 team members
• A commitment to maintain confidentiality of employee, client and business data 
• Strong strategic, analytical and critical thinking skills
• Good knowledge of PowerPoint, Word and Excel
• Experience managing large, complex domestic and multi-national projects across cultures
• Experience working with senior management to drive and implement key business strategies

Closing date for applications is 24th August 2012.

Retail Active is one of the fastest growing brand audit and mystery shopping companies in the UK. We work with some of the world's best known brands sending specially trained mystery shoppers to assess the quality of service at client's premises. Mystery Shopping is a fast growing market research technique and we are actively recruiting secret shoppers of all demographic profiles. Those wishing to apply for mystery shopping jobs should apply at www.retailactive.com. Alternatively applicants will find us by searching mystery shopper on Google.

New Exciting Assignments

Over the next two months we will be releasing a whole range of exciting new assignments. We are looking for people just like you to join us to assess customer service throughout Europe. You could be eating in fine restaurants, having a pint (or two) at your local or going to the cinema as a Retail Active mystery shopping professional.

Retail Active conducts secret shopping throughout Europe, sending thousands of secret shoppers each month to test service and quality. We are always looking for new mystery shoppers to join us in our quest to be one of the world's top Mystery Shopping Companies.

We are a growing company and are very loyal to our team; we always give those that do a great job the opportunity to do some of the best assignments. This could be staying in a five star hotel or on a funded shopping trip where you can keep luxury purchases.

If you are not a Mystery Shopper with us currently, please apply online at www.retailactive.com and go through our Shopper Academy. From time to time we are also looking for Auditors to help us conduct Brand Audits as well as Customer Service Interviewers.

Retail Active is a leading Brand Audit and Mystery Shopping Company with significant growth plans.

Join us and help make a real difference to customer service, everywhere!

Earn Extra Cash By Getting Paid For Shopping

Mystery shopping is an ideal way to earn a bit of extra cash and actually get paid for shopping.

The UK's market-leading Mystery Shopping company, Retail Active, says it is becoming an increasingly popular activity and they have thousands of shopper on their books - ready to buy anything from a luxury yacht to a basket full of supermarket shopping.

Perks include, free travel, hotel stays, holidays, eating in top restaurants, the chance to experience great brands or sometimes even a free tankful of petrol.

Retail Active's managing director, Julian Chamberlain says: "It's a great way to make some extra money - a sure fire way to make some spending money. Rates vary depending on the job and it can be up to £200 a day. We look for people who are reliable, honest and able to fill out an accurate report on their experience.

"Our clients are the best in their sector and want to learn how well their sales and service staff are representing their business. The most successful way to reliably test this is to use one of our team to rate how well they do, known as a mystery shopper.

"It is vital undercover work which helps keep businesses on their toes - but sadly you have to give back the luxury yacht!"

Retail Active is one of Britain's leading Mystery Shopping companies and supports over 170 brands with brand audits, secret shopping and customer satisfaction surveys. If you would like to become a secret shopper apply online to www.retailactive.com 

Freelance Proofreader Required

Retail Active the leading Mystery Shopping and Brand Audit Company is looking for experienced freelance proofreaders to join their quality assurance team.

The role requires you to liaise closely with our mystery shoppers to resolve any queries identified in a timely and accurate manner. Working with the head office team there will be a requirement to seek further information and possibly make a final edit to reports where appropriate to do so.

It is critical that you have an excellent understanding of the English language and meticulous attention to detail.

The key responsibilities enjoyed by our freelance proofreaders include:

• Diligently proofreading mystery shopper reports and evidencing their visit.
• Contact with shopper to resolve proofreading issues.
• Amending report as required in accordance with our ethics policy.
• Feeding back key information to our Operations team in order to avoid the recurrence of any identified issues.

Retail Active announced a 67% increase in business over the past year and 2012 is set to be the busiest yet.

Julian Chamberlain Managing Director of Retail Active commented, "Our proofreaders play a critical part in ensuring the quality of customer experience reports meets our exacting standard. It is a fascinating job where people can select the hours of work to meet their own lifestyle. Every report is diligently checked before sending to our clients. It's very rewarding knowing that the feedback you are checking will be considered at the highest level."

If you have the skills and experience to join us as a Freelance Proof Reader please contact Jo Jarvis by email at jo.jarvis@retailactive.com.

Retail Active is one of Europe's leading mystery shopping companies. This next year will see Retail Active assessing the service experience of over 150 of the UK's leading high street brands. Join us and help make a difference.

82% of Shoppers Feel Ignored?

A recent survey conducted by Retail Active, a leading Mystery Shopping Company and Brand Auditing Service Provider has given us new insight into our main gripes as consumers about customer service on the high street.

82% of people questioned, agreed that the one thing they find more annoying than anything else when shopping is being ignored by staff. The general feeling is that people in the UK are getting more and more expectant that the service in our high street shop will be poor. Worryingly Retail Active's Mystery Shoppers agree that a poor service expectation is becoming the norm.

Julian Chamberlain, Director at Retail Active comments. "This survey is a really worrying result. We work hard with our clients to understand exactly how consumers feel about shopping in their stores or restaurants. Over 90% of consumers cite that service staff can affect the mood of the shopper. The smallest gesture can change the perception of the store, product and eventually the Brand. It was a wise man that said 'people buy in to people' , and its true. A smile or some eye contact whilst serving, although it seems so obvious can make such a difference."

If you are keen to have your say and help create a united front on Customer Service that Retail Active is looking for more Mystery Shoppers to join them in 2012. With more Mystery Shopping Jobs available then ever before, 2012 is really the time to sign up. For more information on how to apply, or if you are keen to employ a  Mystery Shopping Programme then please visit the website at www.retailactive.com.

Hamleys Instruct Retail Active

When the finest toy store in the world was looking for the best mystery shopping company in the world - they chose Retail Active, of course!

Julian Chamberlain, Managing Director at Retail Active comments, " We are all excited here at Retail Active about the addition of Hamleys to our client portfolio. This is a period of growth for Hamleys as they expand globally, and we want to be part of that journey to support them in ensuring the 'High Hamley Standard' is upheld in every store. Hamleys has always been a magical place for people of all ages and we recognise the importance of this brand to understand its customer experience."

A much loved favourite for children and adults alike - the London based Toy department store is going from strength to strength and on a journey of growth.

Retail Active is pleased to be working with Hamleys on their Mystery Shopping programme, which focuses on customer service, demonstrations, product availability and of course the overall experience.

Satisfied customers are a company's best asset. If you are in business and need to understand your customers better visit www.retailactive.com or email us for more information about starting a programme. We specialise in Brand Auditing, Mystery Shopper programmes and are one of the leading mystery shopping companies. We are passionate about the service we provide and strive to deliver excellence in everything we do.

If you would like to be a mystery shopper sign up at Retail Active.

Happy Christmas

Leading UK based Brand Auditing and Mystery Shopping Company, Retail Active, is getting ready for Christmas! A notoriously busy time of year for all of us in the Retail Industry and this year the pressure is even greater. Thanks to a very successful 2011, November and December will prove to be very busy for the Retail Active Team.

This means more Mystery Visits are available than ever before, so keep your eyes peeled for those exciting Mystery Shopping Jobs and get in touch if you would like to register with us. Why not tell a friend and get them to register too!!

Christmas is a crucial time for everyone in the Retail, Hospitality and leisure sectors, but with the current economy under pressure - there will be a big focus on trading results this year. More and more businesses are coming to Retail Active to experience our unique approach and focus on commercial improvements.

Running a Mystery Shopping programme is a compelling way to measure how staff interact and engage with customers, giving powerful and meaningful customer insight.

Julian Chamberlain, Managing Director at Retail Active says - Our carefully selected and profiled Mystery Shoppers give our valued clients unique visibility at the customer end of their business. It is at busy times, such as Christmas that successful operators embrace customer engagement to achieve the profitability levels required to sustain their businesses. British consumers will continue to shop in these hard times, but they will only go where they feel the custom is valued.

Customers are a company's best asset; to understand yours better this Christmas visit www.retailactive.com or email us for more information about starting a programme.

Land Securities contract Retail Active

As one of the UK's leading Brand Auditing and Mystery Shopping Companies - Retail Active, is proud to be working with leading Shopping Centre and commercial property developer, Land Securities.

Recently the two companies came together to discuss the opportunities to develop a best in class customer experience programme to take place at Land Securities Shopping Centres across the UK. A unique programme has been developed to assist Centre Management in delivering a world class customer experience.

Julian Chamberlain, Managing Director of Retail Active comments, "Land Securities are really leading the way when it comes to delivering a great shopping experience in the UK. They are dynamic and instrumental in bringing the shoppers into towns and cities across the country and assisting our economy. We are really pleased to be working with Land Securities and look forward to delivering their unique programme.

With such an impressive portfolio of centres throughout the UK this project enables our carefully selected and profiled Mystery Shoppers to provide invaluable feedback whilst participating in something they really enjoy doing. Retail Active is a Mystery Shopping Company that is keen to play its part in developing even more Mystery Shopping Jobs for our valued panel.

Many major cities have undergone a transformation in recent years, including Birmingham, Liverpool and Leeds. In part Shopping Centres have revolutionised the shopping experience and brought together all those key aspects of a good day out!

Engaging with your customers has never been more important; find out how retail Active can make a real difference to your business visit www.retailactive.com or email us for more information about starting a Mystery Shopping programme.

Retail Active Client wins Vegas ‘Best of Best’ Award

Retail Active client LIVERPOOL ONE has been awarded the coveted International Council of Shopping Centre’s ‘Best-of-the-Best’ award at the ICSC awards in Las Vegas.

This award honours outstanding examples of shopping centre development and services.

Liverpool One has worked closely with Retail Active, one of the UK’s leading Mystery Shopping Companies to implement an industry leading Customer Experience Improvement programme.

The recognition by the ICSC Awards is testimony to success of the programme and investment made.

 ‘Retail Active’ is proud to be part of Liverpool One’s continuing success and that the recognition of this award is directly linked to their role in the community and being a beacon for outstanding customer service.

Retail Active CEO, Julian Chamberlain said: “It is clients such as Liverpool ONE that set the standard for other key players in the retail world.  Not just in the UK but as beacons of success across Europe and internationally.’

Liverpool ONE’s commitment to Customer Service has always been unfaltering and our Mystery Shoppers have always enjoyed completing this programme.

At Retail Active Mystery Shopping, we are very proud to be associated with this programme and congratulate everyone at Liverpool One on achieving such a terrific result.

Retail Active is was founded in 2000 and is a leading  Mystery Shopping Company proving a wide range of services such as Mystery Visits and Brand Auditing, creating  Mystery Shopping Jobs throughout the UK.

Your brand is a major asset - Make sure it stays consistant

A strong brand image is one of every successful company’s major assets – which makes maintaining its consistency across widespread outlets absolutely vital.

Brand Auditing is an established technique, giving senior management the ability to monitor the way in which the brand is being represented throughout the organisation.

It is a process of checking operational compliance of brand facilities, standards, procedures and policies.

The business intelligence and mystery shopping company, Retail Active, is one of the UK’s leading practitioners of brand auditing, with a vast experience of helping to maintain brand consistency for a wide variety of household- name brands.

Managing director, Julian Chamberlain says: “The idea for brand auditing came from the clients themselves. They wanted to ensure a consistent operational standard across multi-unit operations, to deliver flawless execution of the brand.

“Brand auditing creates a regular, structured process to identify compliance and non-compliance of brand essentials.”

This involves visiting entire chains in the space of only a few weeks to give a “State of the Nation” report on the execution of the brand.

It saves hours of wasted management time, resources and overheads and produces web-based data, with photographs, which can be views 24/7.

The brand auditors provide detailed and structured feedback to managers, giving assistance and expert advice, where necessary.

Julian Chamberlain says: “It is an excellent method of protecting capital investments, correcting any non-approved practices and maintaining the fabric of the business.

“However, depending on the brand, it only works effectively as part of an ongoing measurement programme.”

Brand auditing involves a regular monthly or quarterly structured audit operation – which is normally unannounced and which checks compliance against a pre determined and agreed criteria. Each non-compliance is fully recorded and backed up with evidence. It is recorded on a 24/7 reporting system – providing instant visibility of the brand delivery and performance. This approach if frequently used in conjunction with a mystery shopping programme.

Julian Chamberlain says: “Each programme is developed on a bespoke basis, to meet clients specific requirements – but the underlying process remains the same.

“The most common pitfall is to use the brand audit process to penalise unit managers.

“It should really be used in a more strategic way to uplift the performance of the brand, share information on best practice and reward great performance”.