Our mystery shopping visits are helping this British lifestyle retailer measure customer experience across all of its key retail channels

What: A colourful brand with its roots in equestrian and the countryside.
Where: A retail network of 99 stores across the UK, both online and mail order.


Started over 25 years ago by Tom Joule, Joules has expanded from stalls at country fairs to  a fully-fledged portfolio of retail stores spanning the UK.


Joules first approached Insight Retail in 2013. They wanted to set up a mystery shopping programme, but having worked with other providers in the past, they had struggled to find one that offered a service that fully met their exacting needs.


We utilised our bespoke and personalised approach and worked with Joules to create a comprehensive customer experience programme that would not only measure customer experience in store, but also assess staff training and product knowledge across all of its retail channels. By assessing all of the Joules retail channels - including its events stands, click and collect service and customer service teams -  our programme allows Joules to measure whether a consistent approach is maintained across the board.


Since the programme’s inception, consistency in performance has continued to noticeably improve across all of Joules’ retail channels.

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