Ohana. Everybody Wins.

Holiday season spending typically makes up around 50% of retailers annual sales. The traditional beginning of the holiday shopping season is the Friday after Thanksgiving, better known in retail as “Black Friday” .
A major retailer in the consumer electronics class of trade decided to begin the holiday season by opening their stores at 9:00 PM on Thanksgiving Day, essentially getting an early jump on Black Friday.
This retailer had insight to sales data but no way to quantify the actual customer shopping experience.

Working closely with the retailer, Ohana designed a custom survey to gain insight to customer shopping experience.

A 10 question survey was presented upon completion of the rebate process. The questions were specific to the shopping experience and subsequently scored on a 1 to 5 range. An optional free form feedback question was included. Additional demographic questions provided even more insight to age, gender, household income, and awareness of promotional marketing. Survey data was matched to actual transaction data to provide not only customer feedback but also categorize the feedback at transactional thresholds.

During the week following Black Friday/Early Thursday, over 60,000 online surveys were completed as part of the rebate experience. The response rate was more than 4 times the previous levels, which were significantly higher than national averages.

The retailer had detailed insight at the store level. A store “report card” was created and each store was scored based on actual customer responses. Additionally, trends were followed at the store level, highlighting changes in scoring over time.

Verbatim responses provided richer insight than a typical quantitative survey. For instance, more than 100 responders shared how pleased and surprised they were when a store manager brought fresh pumpkin pie to those in line waiting for the store to open.

Timely and invaluable customer insight is achievable with Ohana’s online solutions.