While the “mystery shopping” marketing service is very popular in the USA and Western Europe, the industry is still developing in Bulgaria. There are no official statistics about the service in this country but, according to Zlatizar Zlatev, CEO of one of the leading Bulgarian companies in this sphere – Client X, the annual turnover of the mystery shopping service does not exceed 1-1.2 million BGN.
In the past three years the situation has changed significantly. Many international and local companies seek this service, having realized the need for, and the positive effect of, higher quality of service and quality control, said Zlatev.
In Bulgaria and Romania this business is developing actively, while the rest of the Balkan countries are currently at an earlier stage of development.
Read more in Zlatko Zhelev’s article in Dnes.bg Mystery shopping generates an annual turnover of approximately 1M BGN (in Bulgarian).