Retail Customer Feedback Surveys – Important Questions to Ask

Are growing your sales and increasing customer loyalty big priorities at your company? If you work in retail or own a small business, these two topics are probably always top of mind. There are many strategies you can use to boost sales and improve customer loyalty, but one that reigns supreme is gathering (and enacting on) customer feedback.

Collecting customer feedback is crucial to improving your business because it provides your team with a better understanding of your customers wants and needs. It can also help identify their level of satisfaction with your products or services. Analyzing customer feedback is an excellent way to identify what business improvements need to be made to reap a high ROI.

How to Collect Customer Feedback

The easiest and most cost-effective way to gather large quantities of customer feedback is through customer feedback surveys. If you haven’t been deploying these surveys as part of your customer retention strategy, it’s time to invest in a smart survey tool that makes it easy to create and launch surveys in just minutes. The data you gather through these surveys can transform your strategies and guide huge decisions.

In fact, a recent study by Walker revealed that by 2020, customer experience will overtake price and product as the key brand differentiator. Now more than ever, it’s important to have data on how your customers feel about their experience with your business. Turning a blind eye to customer experience could cost your business dearly.

Related: Your Customer Shared Negative Feedback in a Survey. Now What?

But what are the key questions that retail businesses need to ask their customers to improve business operations and remain competitive in an ever-changing economic climate?

Customer Feedback Survey Questions

When creating a customer feedback survey for your retail store, you need to keep you specific store in mind. Take these question suggestions and tailor them to your store, location, and customers. You might already know of some topics you’d like customer feedback on, such as store hours or in-store events. Your survey can change over time as your data needs change–just make sure you keep most of your survey consistent to be able to create benchmarks you can track over time. 

To help get you started, here are 10 questions to consider including in your retail customer feedback survey to ensure your business is collecting data that will drive smart business decisions.

    1. Did the store have everything you needed in stock?
    2. Did you enjoy the selections of products?
    3. Did you easily find what you need?
    4. Are store prices fair?
    5. How likely are you to recommend this store to others?
    6. How would you rate our service overall?
    7. What merchandise would you like to see offered?
    8. Why do you shop at this store?
    9. What do you like most about the store?
    10. What would you like to change?

Survey Best Practices

Don’t use too many open ended questions.
People are limited on time, especially when it comes to time they want to focus on taking a survey. Keep your open ended questions at a minimum to capture attention spans for as long as possible.

Avoid double-barreled questions.
Keep your questions short, concise, and to the point. Each question should only ask one question to avoid inaccurate data. For instance, don’t ask, “Was the cashier quick and friendly?” Decide whether to break it into two questions, or only keep one descriptor, either quick or friendly.

Send your survey out as soon as their experience happened.
Whether you’re performing in-store surveys or sending survey links through email, connecting to your audience directly after their store experience is crucial to getting a high survey response. The longer you wait to send the survey after their experience, the less likely they are to respond.

Clarify your scoring.
If asking survey participants to rank or score your store, be sure to clarify the ranking scale. This includes not only the numbers, like 1-5 or 1-10, but what numbers along the scale mean. Providing an accurate representation of rating scales will ensure you get accurate data.

Check It Out: Ready-to-go survey templates at your fingertips

A Simple Way to Create Surveys

Ready to start surveying your customers to unlock helpful insights that can guide your business forward? Give QuickTapSurvey a try to discover how easy it can be to create, launch, and share surveys in just minutes.

Lindsay McGuire

Lindsay McGuire

Lindsay is a digital content SEO specialist, splitting her time between developing SEO strategies and creating content. She is a graduate of the University of Missouri School of Journalism and enjoys all facets of marketing.