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Thursday, 23 October 2014

SMG to run Pets at Home feedback programme

UK— Shopper researcher SMG is to run a two-year customer feedback programme for pet supplies retailer Pets at Home.

The project, Fish 4 Opinion, will cover all of Pets at Home’s more than 270 stores in the UK, aiming to capture 8,000 customer responses per month and providing feedback in real time.

Till receipts will invite customers to complete a survey online, with participants entered into a prize draw to win £200-worth of store vouchers.

Jeremy Michael, managing director of SMG UK, said the initiative offers “a wider and better understanding” of the Pets at Home customer than previous mystery shopping work. “As all results are tied back to financial performance, Pets at Home can be sure that the information provided can be used for tangible business improvement and customer service delivery,” he said.

David Poole, retail operations manager at Pets at Home, said the firm was excited to add “another dimension” to its customer understanding.

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Readers' comments (2)

  • Is this a break way from their previous work with Retail Eyes or in addition to it?

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  • Robert Bain

    Retail Eyes have told us they are continuing to work with Pets at Home on "a couple of projects". That work is separate from this new customer feedback programme.

    SMG describe the new programme in their press release as a "positive move away from more restrictive results often experienced in schemes such as mystery shoppers".

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