One of the biggest challenges that brick-and-mortar stores are facing is the increased competition from online retailers. Since the beginning of the pandemic, more people are shopping online—and it’s a trend that’s set to continue in the future. However, brick-and-mortar stores have something that online retailers lack: the human touch.
Gartner predicts that customer experience (CX) will be a key competitive crux for organisations over the next few years. That means that evaluating and responding to a customer’s experience is one of the crucial ways that brick-and-mortar retailers can stay competitive.
Collecting in-the-moment feedback in 2021
In-the-moment feedback is the best way to get accurate customer experience information since it’s an immediate, hassle-free way for customers to offer their opinion—as long as feedback terminals are in the right place. The placement of any feedback terminal should strategically align with what feedback you need to collect.
Here are a few options for strategically placing feedback kiosks based on the type of information you’re hoping to collect:
1. At the exit
Feedback kiosks tucked away near an ATM aren’t likely to attract attention. When feedback kiosks are right near the exit doors, they enter every customer’s line of sight on the way out. This is a good place to put feedback machines if you’re interested in more general information about how well your customers’ overall experience was since they’re at the end of their journey. It can also be a convenient way to get vital information about how safe and hygienic your location is.
2. At pickup locations
New pickup procedures can take a while to streamline; getting feedback along the way will help you adapt and delight your customers with swift service tailored to their needs. Customers who shop via pickup services have a unique perspective on how well your online store integrates with your physical location. While they’re waiting for their order, a kiosk at a pickup location is a great way to ask them about how convenient they felt the pickup was, if they would order this way again in the future, and any other questions about the process. If you implement another process at the same location, customisable feedback kiosks from ViewPoint make it easy to pivot and tailor your questions accordingly.
3. Just after checkout
4. In each department
5. In the staff break room
Monitoring the changing landscape of retail
Asking for feedback is more than just about collecting data: it’s a signal to your customers (and staff) that you care about their experience. Your customer experience is part of your product—make it a quality one.
Interested in reading more? Here are some great resources we found:
- Three key Gartner marketing predictions in 2021
- The pandemic is rewriting the rules of retail
- A global view of how consumer behaviour is changing amid COVID-19
About ViewPoint survey solutions
ViewPoint helps organisations to radically improve the quality of their services. Our interactive feedback technology engages with customers, employees and stakeholders to understand their satisfaction or dissatisfaction with the experience they encountered.
Our unique smiley face surveys attract, engage, and encourage users to leave their thoughts. Four reasons feedback kiosks are the preferred feedback collection method:
- Lower cost customer survey solution
- Suitable for all environments
- Reliable and always on
- Highly accurate insights
Find out more about how real-time surveys can help you assess customer and staffing issues, monitor improvements, and compare departments to deliver the best service possible.
