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NEWS9 April 2013

Homebase ditches mystery shopper for SMG programme

New business UK

UK — Customer insight agency SMG has been selected to replace DIY retailer Homebase’s ‘mystery shopper’-based research with a customer feedback research programme.

Called Paint a Picture, the programme will collect feedback from tens of thousands of customers from the 340 Homebase shops allowing the company to analyse consumer opinion and improve its real-time response to purchasing trends.

Customers will complete an online feedback form using details on their receipts in return for money off their next purchase and follows a two-month pilot last year.

SMG managing director Jeremy Michael said: “Homebase’s enthusiasm to implement such a large-scale feedback programme for the first time reflects the company’s continued commitment to putting their customers first.”