The new Check-it service was launched after research by the firm found that one in five young customers were “embarrassed and intimidated” when showing ID when buying age-restricted products such as alcohol or cigarettes.

Check-it offers a “comprehensive overview” of the identification checking process by collecting information from a panel of mystery shoppers aged between 18 and 21 about how employees are performing age checks, and then adding insight about how the young shoppers felt during the process.

Tim Ogle (pictured), CEO for Europe at Market Force, said: “The current economic climate means any potential business that can be converted into a sale is more important than ever. The amount of custom that is potentially lost through an intimidating ID process should serve as a wake-up call to industries that offer age-restricted products or services. There is a huge opportunity for brands to create a good relationship with this age group. Ensure your teams give a consistent good service now and you will create customers for life.”