Although personalisation is taking shape it’s still true that for the majority of customers the online experience is fairly standardised today. How can a retailer understand the experience their customers are receiving in one store compared to another? Traditionally, the use of ‘mystery shoppers’ has been the preferred tactic to appreciate levels of service at the granular level. It’s a great system but it has limits. Why not collect direct, honest and real world customer feedback about each branch? That’s a line of development we’ve been pursuing at Trustpilot for some time now. It’s possible for consumers to leave a review on our platform and for it to be tagged back to the store or branch where that service experience took place.