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Retail Point-of-Sale Tracking
Category: Retail
Methods: Point-of-Sale Surveys, Tracking, Customer
Satisfaction Monitoring
Summary
A major retailer needed a way to better understand the experiences of their
customers in a timely and cost-efficient manner.
Strategic Issues
The client was operating in a hypercompetitive sector of the economy where
pricing pressure from the category leader was threatening the client’s
market share. A new strategy was needed to attract and retain customers to their
stores.
Research Objectives
The research plan had several strategic and tactical objectives:
- Provide in-depth, actionable feedback on customer experiences to management.
- Determine key drivers of satisfaction and points of intervention.
- Understand the nature of consumer behavior in the retail environment.
- Act as a continuous alert system to problems or potential problems in the
store (e.g., messy store, unfriendly employees).
- Provide a quantitative measurement for incentive compensation for employees.
Marketing Research Design and Methods
Decision Analyst designed an online research program that used the retailer’s
point-of-sale (POS) system to generate invitations for the consumer to go to
a Web survey and answer a series of questions regarding their shopping experience.
The program consisted of a main module survey, as well as several department-specific
modules. The shopping behavior of the customer dictated which specific department
modules they would receive in addition to the main survey module.
Results
Using the research program, the client was able to pinpoint specific areas
for improvement in customer service and designed a program to incentivize managers
using the research results, in order to maintain the gains in customer satisfaction.
Currently, the client enjoys some of the highest customer satisfaction and loyalty
ratings in the retail sector.
Copyright © 2010 by Decision Analyst, Inc.
This case study may not be copied, published, or used in any way without written
permission of Decision Analyst.
Customer Experience Optimization Services
If you would like more information on Customer Experience Optimization (Customer
Satisfaction & Loyalty Research), please contact Jerry W. Thomas
(jthomas@decisionanalyst.com)
or Joel Mincey (jmincey@decisionanalyst.com)
by 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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