Q&A: Erika Giannini, Head of Strategic Mystery Shopping Italy, 2.0 & Partners

Please tell us about your journey to join 2.0 & Partners?

I joined 2.0 & Partners in May 2022, with more than 15 years of experience in the retail sector. I started my career in this business as store manager during my last years of university, then I continued as Retail Area Manager Italy with Max Mara Fashion Group. After this last experience I decided to work as a freelance consultant, dealing with retail training, coaching and customer experience improvement. I have a degree in Work and  Organizations Psychological Sciences, a Masters in Retail & Store Management and in conclusion a 3th level master in Business & Corporate Coaching.


What is your current role at the company?

I am co-ordinating the Strategic Mystery Shopping Service & Retail Academy business unit.


Why do you think Strategic Mystery Shopping is so important?

I think it’s crucial in order to develop a meaningful customer experience. Our service provides feedback on all the elements that have an impact in building a shopping experience, such as selling process, location, atmosphere, visual merchandising, sales assistants communication skill, sense of welcome and engagement with the brand. Retailers and brands can reflect on these, make the necessary improvements and create training programmes to increase store performance.

The necessary requirement to create an effective tool is to provide competent and impartial feedback, issued by consultants with a provable expertise in selling, and in line with the target audience.


What have been some of your most interesting learnings in your role?

Seeing the importance of providing our mystery reports with an accurate and in-depth description of the real situation that determined each score across all the observation areas. This means the reader has the chance to understand the specific weakness; we are not just providing a score, but also the necessary facts.

In addition, we have seen the power of a actionable feedback: many stores, after having worked on the weakness reported, have significantly improved the customer experience on offer,


What is your wish for the business in 2023?

The desire is to grow further and to structure and implement integrated paths that include Strategic Mystery Shopping and training as a process of continuous learning.