Hotel Chocolat has joined Waitrose and Boots in working with Empathica - a customer insight group that the confectioner said goes further than mystery shopping.

“The mystery shopper has become last season for us. This system means we gain insight from real customers,” said Hotel Chocolat retail director Darren Williams.

Hotel Chocolat will gather tailored feedback from customers at its different shops from the autumn. By requiring customers to fill in a code on their receipt when giving feedback online, Empathica ensures it is traceable to specific stores at specific times.

Waitrose said 30,000 customers had used the feedback system in one month.