NEWS30 October 2012
UK — Plus-size women’s clothing retailer Bonmarché has appointed Market Force Information to run a customer experience programme.
Work begins this month and will involve mystery shops of Bonmarché’s 266 UK stores. Analysed findings will be fed into an online platform that regional and store managers can use to monitor performance.
At a corporate level, Market Force says the research will feed into the company’s training scheme to improve shopper experience, hopefully leading to repeat sales and greater brand advocacy.
Bonmarché retail director Mark Pickersgill said: “With the success of our online offering and investment in celebrity endorsement driving an increase in brand awareness and sales, it is more important than ever that Bonmarché makes sure that shoppers’ experiences match their expectations. Customer service is a crucial part of the mix.”
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1 Comment
Rick Harris
12 years ago
Goodness - let's hope Market Force are asked to do a bit more insight work than simply mystery shopping. This traditional form of survey is great for testing things that are already known about, to see how consistently they are delivered. But it's a poor method for uncovering unknown issues in the customer experience, and it's typically overweighted into the store environment. Today's customer experience studies should include open format shadowing, observation and social media feeds. If you want innovation and fresh insight from a customer experience survey, asking mystery shoppers to fill out set questions on a clipboard or an iPad isn't going to give you that.
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