Effective Shopper Surveys

By Nicole Klimek

Getting your customer’s opinions and feedback is critical, we all know that. But when the comment card box is at it’s capacity or your cashiers spend more time telling you what customers said than how many rings per minute they did. . it may be time to let shoppers speak their mind in a more streamlined way.

Enter the shopper survey! Whether you’ve done one or haven’t gotten around to it, here are some useful tips to keep in mind.

  1. IT HAS TO BE EASY. People don’t want to spend more time than they have to on surveys - yet they want real results. So making it easy for them to speak their mind and feel heard while getting filtered information you can use needs to be simple, easy and rewarding. When we worked with LifeSource Natural Foods in Salem, OR we implemented a shopper survey that could be filled out online, in store, with a staff person or alone. Then everyone who took the survey and left their email address received a $10 coupon. How sweet, right?! LifeSource averaged about 25 responses a day during the 2 week campaign. That’s a lot of useful information!

  2. KEEP THE CONTENT SIMPLE. You don’t want to overload people and you want to be engaging. So please don’t give people a survey that is complicated to fill out, requires much writing or too much critical thinking. It sounds like you’re only asking blanket questions and to be honest, you are. It’s your job to do the critical thinking, not theirs. The best question that BriarPatch Food Co-op in Grass Valley, CA asks their customers? According to their Assistant Operations and Customer Service Manager, Michael McCary, it’s “what is your overall shopping experience?” Pretty simple!

  3. GET THE DATA! Always remember to get the basics like; age range, demographics, which gender, if any, the shopper identifies with, annual income and if they have kids in the home. These are valuable data points and they can be measured and compared against each and every survey.

  4. BE VISUAL WHERE IT MAKES SENSE. If you can break up the monotony of all the text, add some images. If you’re doing a survey to gain insights on your re-brand, show images of your current logo and a mock up of a logo look and feel you’re going for. If you’re planning an expansion, show images of your fixture plan. People want to react to to something visual, give it to them.

(want an example to give you a starting point? Ask and you shall receive!)

Hopefully you can gather some valuable data to use during your survey and if you’re still wondering what other kinds of effective, innovative survey methods are out there, shoot us an email at info@sevenrootsgroup.com and we can talk!