The mystery shopping industry continues to change, evolve, and provide clients with valuable information. One such change, Experiential Mystery Shopping (EMS), is an offer that companies use to provide a base for designing their mystery shopping program as well as a tool to obtain competitive benchmarking data and best practices for their unique industry. Retailers are always interested in how they compare to their major competitors and how they can gain future market share. An EMS study can show how a company compares to key competitors on measures that reflect what is most important to consumers—both within their individual niche and across the entire retail industry. So how does EMS work?