Even if the mediums of marketing communication increase in variety, and even if the importance of the internet will continue growing, face to face communication will keep its position within the marketing communications activities.

The most persuasive approach to influence the present-day consumer who would not be enticed only by what is being told in the advertisements, who wishes to touch, taste, smell and try instead when making a purchasing decision, is a promotion mechanism based on a face to face interaction that allows demonstrating, sampling, tasting, trying and inducing usage.

Mystery Shopping Projects are an objective performance management tool, given from the customer’s point of view for those institutions that need to maintain the same service quality in all units while at the same time wish to learn the service quality of competitors.