Peter Luff

Segmentation by behaviour, not identity. Retail teams don’t need personas. They need patterns. For decades, retail segmentation has relied on demographic assumptions:📍 Age📍 Gender📍 Income📍 Location These categories are tidy. They’re familiar. And they’re increasingly misleading. Because in physical retail, behaviour doesn’t follow the script . 🧠 The Problem with Demographic Segmentation We assume older shoppers dwell longer. We assume Gen Z wants speed and immersion. We assume...

From scripted audits to real-time accountability—how Re-ID and AI are reshaping retail compliance Mystery shopping has long been used to audit retail experiences. It’s episodic, scripted, and often focused on service delivery. But it’s also widely used for compliance checks —confirming whether staff follow protocols, wear safety gear, or meet operational standards. And here’s the problem: Compliance isn’t a checklist. It’s a behaviour. And behaviours happen in real time. 🧠 What Compliance...

For decades, mystery shopping has been the retail industry’s secret weapon—offering snapshots of customer experience through scripted...