Page 96 - Ekonomija i Biznis_noemvri 2016.indd

BUSINESS

Lidija Georgieva

The author is a designer,
Associate Professor

PROFILE: SECRET CLIENT –
EPISODE ONE

The term which is used at a global level is a secret shopper, he/she is a hidden ally of the
marketing sector in major brands, an inspector, a buyer of luxury, his/her task is to travel
to all continents. Everywhere where the brand-client has its boutiques, the mission is to
“scan” the store in detail, together with everything which is good or not, to buy a specific
product, to assess this experience and to assess whether the leasing strategic lines of the
brand are applied and whether they are applicable everywhere in the same way. This profile
is not so known here, although it is useful for the companies which pay attention to their
image and want to have constant good results in sales. There are indications for such an
activity, however it is mostly about foreign brands. The owners of specific boutiques in Skopje
(and of several restaurants), know that at any time a hidden client may appear, sent from
the brand they sell, and more about this would be indicated in the next edition. I had the
pleasure to interview two of them, and for obvious reasons, their identity will remain secret.
They are completely different, their experiences vary between luxurious and middle market,
from Burberry to Disney, they buy clothes, perfumes, expensive jewelry, cosmetics, they have
tested many brands which so far they cannot mention publically because of an agreement.
From Istanbul to Los Angeles, their stories are global, they are entertaining, interesting and
inspiring.

SECRET CLIENT NUMBER 1 to spend several thousand Euros. A
good secret client must possess sound
What is the description of the work capacity to adapt, however also great
assignments of a secret client? attention to details, serious abilities
for observation, strictness, feeling of
A good secret client must know how discretion…
to transform from the inside and the
outside in order to resemble a brand’s Where does the brand’s need to use
client who he/she intends to visit. The the services of a secret buyer emerge?
brands which use the services of secret In your opinion, what is the benefit of
clients are usually large luxurious com- this method of work?
panies. They are in the fashion indus-
try, in cosmetics, in jewelry, and he/she Brands which have a specific level
must adjust to all of that. There must of quality want their clients to have
be criteria and high standards, and this unique and unforgettable shopping ex-
person must behave in the same way as perience which exceeds the ordinary
a client would behave who is prepared act. Here we refer to luxurious prod-

96 November 2016