News Why in-store surveys work

Why in-store surveys work


These days, we all live connected lives. Connected to our friends and family via text and social media and connected to the world through the internet. Our entire lives can be instantly broadcast around the world virtually instantly. How does that affect the way businesses cater to the needs of their customers? Now that it is possible to compile masses of data and transmit them anywhere in the world within seconds, it can seem as though the personal touch in related to one’s customers can get lost. That’s where in-store customer surveys can come in very handy.

Through in-store surveys, companies like help companies generate actionable data about how their customers make buying decisions. Those data can be translated into the development of further products, services and marketing strategies that are in line with the needs and preferences of the customer base.

In-store surveys are one of the best channels of communication between a business and its customers. When a retail outlet makes changes to its image, layout or product line, for example, an in-store survey is a great way for the store to get on-the-spot feedback about how the changes are received. This is a very effective grassroots level way to get instant feedback from customers. The fact that the survey is being conducted with people who already shop in the store is a very powerful thing. It would do a company no good to gather the thoughts and reactions about their store’s new look from people who have never shopped there and don’t intend to.

Every business strives to meet and exceed the expectations of their customers. To do that, they have to stay abreast of what their customers need, prefer, like and don’t like. Although there are myriad ways to gather that information, none is as personal as the in-store survey. This face-to-face interaction that takes place right on the spot (in the store) provides real, actionable information. And because that information can now be gathered and reported electronically via tablets and smartphones, that information can be translated into a plan of action very quickly. In-store surveys, then, are a powerful tool that businesses can use to relate on a personal level to their customers.

The trick to effective data gathering through in-store surveys is to carefully design the survey itself. The quality of the questions asked will directly influence the quality of the information they garner. It’s important that a company ask the right questions so that the information they get from their customers’ answers can be translated into useable information. For example, if a company simply asks, “Do you like our new look?” The answers can only really be yes, no or indifferent. A better question would be, “On a scale of 1 to 10, how happy are you with our new redesign?” Or, “Which of the following statements best describes your feelings about our store’s new look?” Followed by a selection of specific answers that are designed to be measurable gauges of the public’s opinion.
In-store surveys are a very effective, fast, personal and customizable way to get a feel for public opinion. That information can be parlayed into a plan of action to continually respond to the public’s needs and wants.

Why in-store surveys work
General Contributor
Janice is a writer from Chicago, IL. She created the "simple living as told by me" newsletter with more than 12,000 subscribers about Living Better and is a founder of Seekyt.

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