In the US, mobile research specialist MFour has launched a tool called ExperienceCheck, to help retail and restaurant brands understand what needs to be improved or optimized - from product placement to staff performance, store ambiance and checkout experience.
MFour uses GPS technology to collect information at what it calls the 'point of emotion'; and has developed the Surveys On The Go app, providing access to an all-mobile panel, and the MFourDIY survey tool. Last year, it launched the Path2-Purchase Platform, through which users can field real-time location-based surveys and capture motivations and emotions at 'any point' in the purchasing cycle.
Its new ExperienceCheck solution uses GPS-enabled, location-triggered surveys to receive feedback from opted-in, first-party consumers, just after they have exited a store or restaurant. The firm says this combination of observed natural location journeys and event-triggered surveys takes researchers to the point when validated shoppers' responses are 'vivid, immediate, and least vulnerable to recall bias'.
Retail and restaurant clients can access insights to determine whether interactions with staff are meeting expectations for service, information, courtesy and a 'human touch'. Clients can also understand how product placement is impacting sales and whether problems are surfacing that cause customers to feel frustrated. Commenting on the launch, CEO and co-founder Chris St. Hilaire (pictured) comments: 'ExperienceCheck gives customer experience teams and brand marketers the data they need to understand complex in-store realities quickly, and make persuasive, effective recommendations for fixing problems and maximizing advantages'.
Web site: www.mfour.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.