MARKET RESEARCH

IDENTIFY LOCAL CUSTOMER NEEDS

Floorstand kiosks can be placed either at the exit or in specific departments of a store. When it comes to analyzing what the customers feel about the assortment a stand is usually placed in a specific department, for example Fruit and vegetables, Bread, Soda or Dairy products. A general question comes first, for example: “How satisfied are you with our Fruit and vegetables department?”. A second page, with factors to rate, is optional. This makes the survey experience good for every respondent. In this case 53% of the respondents choose to go to the second page. Compared with a survey that only has one question, a GreatRate survey gets far more actionable data, and in this case the store owner wants to know what to improve which makes this method perfect. The factors are: Availability and filling, Ecologic alternatives, Fresh look and Assortment. A common result in this department is that the factor Fresh look needs to be improved. Something that is automatically analyzed and reported to the store manager at a chosen time or interval. 

In some stores, that serve warm meals during lunchtime, other questions are asked. The manager wants to know what the customers think – what needs to be improved? In this case there is also an in-depth analysis to pin point exactly how to improve the warm meals. A floor stand kiosk is placed at the heating cabinet where the meals are. The first page asks: “How satisfied are you with our warm meals?”. The factors on the second page are: Portion size, Menu, Variation of meals and Price. After a few days the manager gets the result that shows which factor to improve. To mention an example of improvement let’s look at a case where Menu and Variation of meals was pointed out. The store manager wanted to know what to change in the menu and specified the survey. The following days the first question was changed to: “How satisfied are you with the menu and variation of meals?”. The factors on the second page were: Meals from different parts of the world, Vegetarian alternatives, Standard local dishes, Hot food and Exclusive food. In this case “Standard local dishes” was pointed out as the factor to improve. Adding that to the menu gave more satisfied customers. 

MONITOR SATISFACTION – AND FIND THE RIGHT ACTION

To measure overall satisfaction and what to improve a floor stand is placed at the exit. The first question is: “How satisfied are you with your visit?”. The factors on the second page are: Staff service at checkout, Waiting time at checkout, Staff service inside the store, Staff availability inside the store and Easy to find what I’m looking for. The manager can follow the trends each day and find times that need attention. To communicate easily to the staff the Action plan is used at the beginning of every week. It gives the staff a common goal and improves productivity and customer satisfaction. During special circumstances this Action plan can point out a factor that normally isn’t in need of improvements, but is currently impacting negatively. In these stores factors regarding “Staff availability” and “Staff service” are the most common priorities. Therefore there are a lot of cases with in-depth surveys regarding those factors. Here are two examples: 

This example is about giving the staff the right thing to improve. Page one: “How satisfied are you with the Staff service?” Factors on page two: Available staff to ask, The staff paid attention to you inside the store, The staff was easy to contact and Did you get help with your errand? This is automatically analyzed and reported and leads to quick improvements. 

The second example is about finding where in the store faster service is needed. Page one: “How fast do you get service from our Staff?” Factors on page two: At the checkout, In the self service checkout, In the mail delivery and Inside the store. The report clearly shows where to take action.