Receipt Invitations, Kiosk Surveys, and Environment Assessments with SurveySolutions/EFM
Enterprise Feedback Management solutions, like Perseus SurveySolutions/EFM, allow for a cross-organizational approach to surveys that is ideal for the retail industry.
- Collaborative survey design allows for immediate peer review, helping you make sure you have the right questions and ensuring consistent branding.
- Open collection allows the whole team to gain insights instantly and share the knowledge throughout the organization, while access controls reduce privacy and security risks.
- Multi-modal deployment means you can use multiple response gathering methods—web surveys, kiosk surveys, intercepts, etc.—and consolidate the data from all of them in a consistent, standardized form.
With SurveySolutions/EFM, you can gather feedback from your key constituents—customers, salespeople, managers, distributors, manufacturers, and investors—in real-time. You can instantly generate and analyze performance statistics by demographic, region, brand or product, type of retailer, or other category. This information will guide you in modifying ad placements, planning product strategies, regulating inventory levels, and making buying decisions, all based on up-to-the-minute insights.
A 600-store consumer electronics chain decided to survey its customers using receipt invitations. In this system, every receipt is printed with an invitation to the shopper to take a web survey, providing a web address and invitation code. The invitation code serves as an access code for the survey, to ensure all data is from actual customers, and ceases to operate after a certain length of time has passed, so responses are guaranteed to be fresh. It also tracks the store location, time of purchase, type of transaction (product purchase, service sign-up, exchange/refund, or product pickup), and transaction ID, so this data can be used later for analysis and reporting purposes. The customer is offered the incentive of a chance to win a $500 gift card for completing the survey.
The chain discovered that response rates were highest for customers making large purchases, loyalty-club members, customers making product exchanges/refunds, and those who received e-mail reminders. They recorded a surprisingly large number of completes and were able to benefit greatly from this feedback.
A specialty science/education retailer, with 400 retail locations throughout the U.S., set up low-end surplus PCs in each store to display a one-page web survey. They collected information about frequency of visits, store selection, and outstanding needs. This kind of survey distribution system can be useful when there is a concern about the immediacy of feedback, or when there can be little control over point-of-sale devices, preventing the use of receipt invitations.
- A large U.S. market researcher, with almost 2,000 employees visiting retailers weekly, used SurveySolutions/EFM to streamline their evaluation process. Since they were already equipped with PocketPC handhelds with modems, it was easy to use MobileSurvey to collect data about product placement, shelf facings, stock status, and special promotions. The field staff were sent new surveys weekly, and could all upload their data to one central server on a regular basis.
- A large U.S. retailer experienced budget cuts, forcing a dramatic reduction in mystery shoppers. Store cleanliness and maintenance questions are now completed by managers, using laptops, handhelds, or even paper for later entry into a web survey. Accuracy is assured by contrasting what is reported via these routes with prior data, and by having stores randomly audited by representatives from corporate headquarters.