14 May 2006
Electrical retailer Currys has appointed GfK NOP to undertake a comprehensive in-store customer experience study across all of its 360+ UK stores.
The aim of the research is to assess satisfaction with Currys's in-store customer service at both brand and branch level. The programme starts with a 'customer immersion' phase, involving researchers spending time with electricals shoppers at home and then accompanying them on visits to Currys and its competitors. Dubbed 'Shopping Safaris' this phase aims to give deep insight into customers needs and expectations and will ensure the main study explores the aspects of the in-store experience that matter most to customers. The methodology for the main phase then migrates to face-to-face interviews in-store, ensuring detailed and accurate recall by the customers of their shopping experience, and will capture the views of visitors who haven't made a purchase as well as those who have.
The company says that conducting the research at such a granular level provides insight and feedback at both brand (strategic) and store (tactical) levels and will highlight areas where they need to take action across the whole estate - perhaps through training or reward programmes for staff - while tactically it identifies issues at an individual store level, which can therefore be addressed locally.
Helen Roberts, GfK NOP's Retail Research Director comments:"In such a competitive market as retail, customer satisfaction is becoming increasingly important as a key differentiator. This piece of work underlines the importance of gaining a thorough understanding of the customer on an ongoing basis in order to ensure long-term brand loyalty through offering the best in-store experience".
The Retail Bulletin has organised the 'People in Retail Awards', in association with Creation Financial Services, to be held in London, September 20th 2006. The awards will honour the individual employees and teams who have shown the greatest commitment to their customers. Recognising that committed individuals can only flourish in the right company culture, the awards will also honour the retailers who have done the most to empower their employees.
Source: © The Retail Bulletin