How do you tell when a client is happy? We imply really happy. A grin while she walks out the door? Sales? Repeat sales? The tone of social networking posts? The way you measure shopper happiness, and the agility with which you react to joy or disappointment, may be the difference between thriving and withering.
The present standard of measuring shopper happiness
Most brands and retailers are already knowledgeable about Net Promoter Scores (NPS). Launched in 2003, this brainchild of a Bain Fellow, in world-leading consultancy Bain & Company, steps satisfaction of brand promoters, passives and detractors all by asking the fundamental, 11-point scale question:"How likely is it that you would recommend us to a friend?" The score is a simple math equation dependent on the polar ends: the enthusiastic Very Likely (from 9 to 10) and the unhappy Not at All (from 0 to 6).
NPS scores can vary from 100 when everybody is happy and faithful down to -100 when everybody is ticked off. The further you get into positive territory, the more promoters do the heavy lifting to your brand, telling everybody they know how happy they are with your company and products through word of mouth and social media. As soon as you weigh into neutral or negative range -- beware! Damaging word of mouth and disparaging social websites will precipitously erode your brand and shopper loyalty.
The ubiquity of client surveying
It's apparent that by the sheer prevalence of post-event surveys one of every company, from the Fortune 500 to chain stores to medical centers to a Lyft driver, there is authenticity -- and insights to be obtained -- in pride scoring. Over the past 15 years, satisfaction surveys have bombarded customer inboxes.
But what if you can capture your shoppers' ideas before they left the shop? Imagine if you didn't need to collect email addresses, trusting that your emailed survey gets opened, let alone filled out? In the landscape of online polls, e-commerce websites have a leg up on physical stores. Their client database holds literal gold: email addresses are required for checkout.
The in-store shopper happiness survey edge
But one of the distinct benefits of in-store is that you've got your shopper directly in front of you. This onsite advantage has given rise to the popularity of this Happy or Not button. The premise is remarkably easy: wireless Smiley terminals are located at crucial junctures on the sales floor. With a 4-point"How would you rate" smiley scale, shoppers indicate their satisfaction with a push of a button.
Exits would be regarded as the natural choice for setting the terminals, but there are additional in-store vantage points where educational satisfaction information can be gleaned: alongside a screen to speed product choice, post-sales consultation or product demonstration, or close a customer service counter. Nothing is off limits. Consider amenities. With restaurants, eateries, department stores and health care facilities, where restroom visits could be part of their customer experience, you may even find out satisfaction with cleanliness levels. Since most adults will say, unsightly and smelly conditions can deliver a happiness score .
The plus of the real-time data is that it can be parsed through the week, worker changes, departments, and high vs. low traffic times. This 2-second behave can be revelatory about your product mix, sales staff, experiential offerings and shop design. It can provideinformation about if clients are finding what they want and need easily, and if screens are logically laid out. And it may provide crucial data to enable your client support staff, giving them the knowledge they need to make tweaks in the sales floor level.
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While the HappyOrNot button can let you know that the'what' (also there's the choice for the retailer to incorporate a follow-up and an open-ended answer question), from time to time, you will need to probe further. According to Lisa Cooper, SVP in RTi Research, an AMA Top 50 Marketing Research Company, the shopalong -- where clients are shadowed by a market researcher can give deeper insights into the shopping experience. It can help pinpoint buy triggers, dynamics and behaviours. As opposed to simply a thumbs-up or thumbs-down, it moves farther into answering the'why?'
Cooper also advises that companies take the chance to boost happiness pre-build-out. With strong choice-based research tools, prospective customers offer guidance that will help you design your shop interior to make your clients happy. Elements included in the study can cover everything from product displays, useful signage and checkout systems to client service installation and floor design.
Pop-up to check for shopper happiness
Or you could bring these choices to life through a pop-up. These temporary structures are best for testing new ideas. It is possible to compare two pop-ups with distinct design or product combinations. However, as any good researcher knows, you simply need to change one variable at a time. As an alternative, you can remove the area variable by testing in exactly the identical pop-up. With their compact footprint, you can literally switch up a pop-up immediately. Yes, you may use the standard metrics of earnings, foot traffic and social media mentions, but you might also get added insight into happiness using a tool such as the HappyOrNot button.
Pop-ups also lend themselves to measuring attitudes pre- and post-visit. Pose a question such as: What did you think about this brand/product/service? Position one button with an entrance, another in an exit. With response choices from"Like a Lot" to"Not a Big Fan," you will immediately know if you've moved the needle toward higher shopper happiness.
Your findings not only help make your pop-up stone, but they can be applied to your bigger, permanent shop. It's valuable data that is quick and easy to acquire.
Shopper happiness is information, simplicity and delight
Signage and display can multiply the in-store happiness element. Just think about these ways that display and signage can make your clients happy, really happy.
- Telling your audience your brand story
- Helping your client navigate your Shop and find the products they need
- Displaying complementary things together -- if a picnic supper, a flu relief kit or accessories to outfit a new tablet
- Educating your shopper regarding product attributes and benefits
- Informing your buyer about daily specials
- Alerting your viewers to new goods or services
- Showing your client how to use a product
- Surprising your shopper with a Special product demonstration or a new use
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