Senior Partner, Maze Feedback
“The Retail Trust represents something essential in UK retail. The understanding that commercial success starts with the wellbeing of frontline colleagues. This belief is fully aligned with how we work at Maze.”
Gøril Wægger has been a senior partner at Maze Feedback since 2005, partnering with European retail brands to turn daily customer feedback into clear behavioural actions that drive measurable commercial results. By connecting customer experience directly to KPIs such as conversion, average transaction value and customer loyalty, she and Maze help retailers reduce performance variation between stores and strengthen frontline ownership.
Her message is simple but powerful. Daily feedback creates awareness. Positive reinforcement builds confidence. When store teams clearly see which behaviours drive results and are recognised for doing the right things, performance increases and wellbeing follows. Clarity drives confidence. Confidence drives service. Service drives sales.
As a Retail Trust Ambassador, Gøril is committed to championing the wellbeing of UK retail colleagues and supporting initiatives that create healthier, more sustainable retail environments. She believes that investing in people is both the right and smartest thing to do to increase the business results.
