TruRating helps a global retailer achieve their most critical KPI and collect real-time insights, without compromising throughput efficiency at the till.
|OBJECTIVES:||Establish a program that allows for real-time customer feedback at the point of purchase|
Provide meaningful insights for store managers and operations
Use an influx of new customer data to uplevel CX strategies
About the Customer:
This customer, an industry-leading global supermarket chain with 10,000+ stores in over 20 countries, is renowned for its competitively low prices, streamlined store layouts, and extensive product offerings, consistently aiming to impress customers from the moment they entire the store.
The Retailer’s Culture:
The company has a culture of efficiency, simplicity, and cost-saving, which is demonstrated in its commitment to delivering excellence to its customers and maintaining a leading overall customer experience. Their emphasis on simplicity, cost-cutting, and employee training, coupled with a strong commitment to customer satisfaction, has helped this retailer become a major player in the global retail industry.
The Challenge: Maintaining performance while capturing CX data
In-store surveys have been a long-standing method of collecting customer feedback, but let’s face it – they’re not always the most effective. Customers can find them intrusive and time-consuming, leading to a biased sample of respondents who may not represent the average customer experience.
As businesses evolve, so do the needs of their customers, and so should the solutions used to collect feedback. The challenge, however, lies in finding a CX solution that not only achieves an impressive response rate but also doesn’t impede the customer’s shopping experience. TruRating was enlisted by a global grocery retailer to tackle this very challenge, which involved addressing a major concern: Will asking questions at the point of purchase slow down the checkout process? This had the potential to disrupt throughput and ultimately require an increase in payroll or cashiers to maintain an efficient checkout rate.
A customer wanted to establish a significant pipeline of CX data without sacrificing their most critical KPI: transaction efficiency. At 1,000 items per cashier, per hour, this metric was a critical element to their overall operational strategy and has played a key factor in delighting shoppers for decades. This was an amazing opportunity for the team at TruRating to highlight just how flexible our feedback platform can be.
Action: A CX solution proven in the most demanding environments
The best way to gather feedback in real-time without impacting time at the till is by regulating when, where, and how the questions are asked. Through question regulation, we were able to do three things for this retailer:
- Regulate the quantity and location of questions that are asked in-store
- Ensure that the consumer insights collected never encroached on the speed and efficiency at each till
- Capture customer feedback at scale without effecting throughput and therefore having to deploy additional cashiers
TruRating’s solution proved that capturing customer data doesn’t have to come at the expense of sacrificing transaction efficiency. In fact, we were able to help this grocery retailer continue to exceed their KPI targets of 1,000 items per cashier, per hour even after deploying TruRating’s regulated questions.
Results: Global Retailer increases question quantity by 5x
In our testing, we found that with no questions asked, the retailer processed 1316 items per hour. When TruRating regulated questions were deployed, the retailer processed 1231 items per hour. This demonstrated that our question regulation struck a balance between limiting transaction time and increasing the number of responses, without hindering the overall shopping experience.
After just one month of implementation, the retailer saw so much value in the data that they chose to increase the quantity of questions asked by 40%. This is a testament to the effectiveness of TruRating’s solution in both unlocking valuable consumer insights and mitigating efficiency risks for retailers.
This pilot exemplifies how TruRating can help retailers find a balance between capturing customer data and maintaining transaction efficiency. Our platform enables retailers to gather valuable insights into their customers’ experiences and make data-driven decisions to improve their business.
What is Question Regulation?
Question regulation allows retailers to:
- Collect data with minimal impact to their bottom line
- Regulate the quantity, location, and weight of questions that are asked in-store