Experience, methodology and reporting capabilities
Prepared for PAPASTRATOS / Philip Morris International
Experience, methodology and reporting capabilities
Prepared for PAPASTRATOS / Philip Morris International
WEST SA is interested in participating in the sourcing exercise.
Mystery shopping and field assessments across retail and hospitality, complemented by PMI-related venue mapping and segmentation experience.
Fieldwork capability across Greece, with deployment planned against each programme’s location list.
We combine structured scores with factual observations to show what happened and where attention is needed.
The field method adapts to the objective: anonymous service interactions, scenario-based purchases or an agreed disclosed step when evidence capture requires it.
Examples: Allwyn — scenario-based visits assessing age verification. Algida — an agreed disclosed step to capture clear freezer photographs.
Agree business questions, channels, locations and assessment priorities.
Develop realistic scenarios, questionnaires, scoring rules and evidence requirements.
Select and brief shoppers, calibrate interpretation and test the assessment.
Conduct visits consistently, following the agreed scenario and purchase instructions.
Review completeness, score consistency and supporting observations before release.
Present findings, prioritise actions and assess progress in subsequent waves.
LAMP Segmentation Project | 2024
Structured screening of a venue universe to support prioritisation against PMI’s project criteria.
WEST’s existing outlet mapping base.
Attica and Thessaloniki.
Evaluation criteria and a structured questionnaire to screen and segment venues.
A prioritised venue selection based on fit with the project brief.
Start with the mapped venue universe.
Filter against the core project requirements.
Assess venues using defined criteria and questionnaire inputs.
Organise the selection by geography and venue type.
Develop ‘Must Have’ and ‘Nice to Have’ recommendations.
The source deck presents regional screening, venue-type segmentation and prioritised recommendations for Attica and Thessaloniki. Venue lists and criteria details are not reproduced.
Scenario-based mystery shopping focused on operational standards
Assess whether agents request identification to verify age during the customer interaction, in line with Allwyn’s operational procedures.
Adherence to the required age-verification process.
Consistent execution of operational procedures.
Accurate reporting supported by verified observations.
Request a voucher at the service counter.
Participate in the specified game (€0.50 stake).
Redeem the voucher.
Leave the outlet.
Complete the structured questionnaire immediately after the visit.
Was an ID card or passport requested for age verification?
Clear briefing, defined KPIs and consistent evaluation criteria guide each visit.
The brief does not specify whether the point range applies per wave or across the programme.
A programme delivered over three consecutive years
A mystery-shopping programme with an agreed disclosed audit step: field teams introduced themselves at the outlets to obtain clear photographs in line with the client’s requirements.
A field approach adapted to deliver clear, usable photographic evidence.
The coverage target applied to the overall outlet pool and by wholesaler.
Structured responses and photographic evidence covering freezer condition, temperature, availability and planogram execution.
Konstantinidis, on behalf of Kritikos | 2023
Store conditions and infrastructure
Staff appearance and service interaction
Complementary product recommendations
Purchase and overall experience
Completed and ongoing store assessments.
Design document — not completed fieldwork.
Documented delivery, shown on the next slide.
Questionnaires and scoring scales differ by programme version and are not combined.
32 online purchases and 4 telephone purchases.
2025–2026 | Greece & Cyprus
Visits to network stores, testing which alternatives are offered under the agreed scenario.
Visits to competitor outlets in circumstances defined by the client.
Product enquiry
→Recommendation received
→Specified test purchase when conditions are met
→Documented outcome
Assessing product-selling practices against the client’s defined distribution requirements.
Reported factually at programme level. No legal conclusions are drawn.
AZ | Foodservice venues
A methodology adapted to the interaction and evidence requirements of hospitality.
Brandsmirror | Nationwide retail chain assessment | May–June 2026
Anonymous visits with a platform-based digital questionnaire, organised in waves.
Select to view the categories.
Store count as reported by the source; 10 project regions were defined for the programme and are not official administrative regions.
Differences across the network helped identify where attention was needed.
A department-level improvement plan covering training, service protocols, cleanliness checks and priority stores.
How findings could move from the field to decisions — shown as a working demonstration.
Practices differed by programme; no shared platform or live integration is implied.
Dashboard configuration, drill-down and action tracking — to be scoped and agreed with the client.
Geographic segmentation, filtering and prioritised outputs — the logic behind the PMI mapping and segmentation work (delivered as a presentation deck, not a live dashboard).
Each summary figure links back to the responses and observations behind it.
Discussion framework, subject to the formal sourcing brief
Confirm scope and outlet universe.
Agree scenarios, measures and evidence requirements.
Run a pilot and calibrate the assessment.
Scale fieldwork and reporting following review.
Our experience includes PMI-related venue mapping and segmentation, alongside mystery shopping programmes assessing service, operational procedures and retail execution.
This provides relevant experience in structured assessment and reporting. The proposed mystery shopping programme would be tailored to the new sourcing brief.
WEST SA would welcome an introductory discussion and participation in the formal sourcing process.
Relevant PMI project experience.
Relevant experience across retail and hospitality.
Nationwide Greek coverage and project experience in Cyprus.
Structured scenarios and assessment frameworks.
A reporting approach designed to support management decisions.
Next step: introductory call to align on scope, coverage, reporting needs and the sourcing timetable.