About Mystery Shopping
About Mystery Shopping
About Mystery Shopping

Why Us?

Philosophy +
Experience +
Communication +
Technology +

About Us

Founded by Donald Marshall in 1993, Retail Maxim is a Customer Insight and Mystery Shopping Company. It was established to provide a specialist 'Customer Insight' and ‘Mystery Shopping’ services to stand alone retail stores, shopping centres and visitor attractions, offering managers and owners an insight into their overall business performance when dealing with customers and the general public. Since this time, the company has grown massively in both experience and quality, offering a package of activities including Video Mystery Shopping, Exit Surveys, Online Satisfaction Surveys, Telephone Satisfaction SurveysEmployee Engagement Surveys and more. All of our services centre on the monitoring and development of customer service for companies across the UK. We operate to help improve customer service by offering fair and simplistic solutions, not to criticise it.

Donald Marshall spent his early career in the front line of retail, gaining experience in multiple stores across the UK. Diverse Project Management followed, equipping him with a high level of understanding in service operations and the need to deliver excellent customer service. Enriched with organisational and IT skills, the company saw a huge development in the years that followed, creating an effective office-based team supported by an excellent field team of researchers and shoppers. Built on these foundations and beliefs, Retail Maxim Limited is now recognised as one of the leading Customer Insight and Mystery Shopping Companies in the UK.


We have been working with Retail Maxim for 4 years to carry out intercept surveys across our portfolio of shopping centres. We have found them to be both extremely effective and efficient but also great value for money. The insights we gain from their bespoke surveys and accompanying analysis provides an unparalleled understanding of our visitors. Equally, the team are a pleasure to work with and we look forward to our continued collaboration with them.

Ellandi LLP

Retail Maxim were extremely easy to deal with, guiding us through the process of undertaking Exit Surveys at our Retail Park and within the local town centre. The surveys were tailored to our specific requirements with the project being turned around quickly. Great service and insight was provided and all for a very competitive price.

Investec Argo

Moor Hall Hotel and Spa have been using Retail Maxim mystery shopper services for a number of years. We receive great service at a reasonable price. Robert and his team are keen to help and assist in tailoring the questions and inspections to your specific needs and in line with what you are wanting to achieve. I can highly recommend their services.

Moor Hall Hotel & Spa (Best Western)

Trentham Shopping Village use Retail Maxim for mystery shopping and exit surveys. They are extremely efficient, proactive and their field team are professional and friendly. The reports are easy to analyse and are well-received and acted upon by our tenants. They look forward to our awards get together and really buy into the whole ethos of high customer service standards in the retail environment.

Trentham Shopping Village

About Mystery Shopping
Retail Maxim's care, consistency and attention to detail have produced comprehensive, objective and valuable feedback to our retail operation.

Russell & Bromley

Since we started with Retail Maxim the service scores that we have achieved are improving across the chain wave on wave. The Retail Maxim mystery shopping programme has assisted us in improving our customer service ensuring all of our customer's receive the shopping experience they deserve.


The service Retail Maxim has provided us has been really effective and excellent value for money. We have benefited from your expertise in retail metrics and monitoring 'service levels' and 'experience', which have now been integrated into our company KPIs.

Realm Ltd

About Mystery Shopping