Retail customer experience

Retail customer experience allows you to understand the shopping experience for both digital and in-store trips across several retail categories. As opposed to Brand perception, it focuses on the actual customer experience rather than the customers' perceptions of the brand.

Use this dashboard to:

Understand how your customer experience benchmarks against competitors to diagnose operational issues and identify areas you need to focus to improve, such as customer service, digital v. in-store shopping, etc.
Gauge the impact of customer experience initiatives (for example, customer service training, store renovations, etc.) and whether you are moving the needle compared to your benchmark.
Explore where you are missing the most opportunities when it comes to non-buyers.

Watch this video to learn about Retail customer experience:

Customer experience

Customer shows general, high-level information on your brand perception. It includes two sections:

How are we doing overall?
How are we doing on specific parts of the experience?

How are we doing overall?

This section shows your brand's overall delivery satisfaction, delivery order accuracy, and delivery time accuracy. Mouse over the dials to see the percentages and score of your brand and the benchmark. Additionally, when comparing against the same quarter, it displays the Period over period (PoP) variation during the selected period.

Sam's Club's Overall satisfaction, Net promoter score, and Likelihood to return.

How are we doing on specific parts of the experience?

This section shows how the different experience attributes perform against the Benchmark during the selected Period. Additionally, when comparing to the same quarter, it displays the Period over period (PoP) variation during the selected period

Clicking a row opens the Attribute deep-dive section where you see details on different attributes against competitors.

Specific parts of the experience attributes include: has brands other stores don't have, has good provate brands, Has a good selection of products, Items are in-stock, Has high-quality products, Has new and exciting products, etc.

Customer experience by purchase channel

This section shows your brand's overall satisfaction, Net promoter score (NPS), likelihood to return, and the customer service satisfaction against the benchmark for selected Purchase channel and Period. Additionally, when comparing to the same quarter, it displays the Period over period (PoP) variation during the selected period.

Mouse over the dials to see the percentages of your brand and the benchmark. Click each dial to see a bar chart breakdown by purchase channel. Mouse over the bars to see more details.

Sam's Club's Overall satisfaction, Net promoter score, Likelihood to return, and Customer service satisfaction, as well as a bar chart for Customer service satisfaction breakdown by purchase channel.

Customer experience by purchase method

This section shows your brand's overall satisfaction, Net promoter score (NPS), and likelihood to return against the benchmark for Purchase method in the selected Period. Additionally, if comparing to the same quarter, it displays the Period over period (PoP) variation during the selected period.

Mouse over the dials to see the percentages of your brand and the benchmark. Click each dial to see a bar chart breakdown by purchase method. Mouse over the bars to see more details.

Restriction: This section is only available when selecting Total or Buyers as Buyer type.

Sam's Club's Overall satisfaction, Net promoter score, and Likelihood to return, as well as a bar chart for Overall satisfaction breakdown by purchase channel.

Customer service experience

This section shows your brand's Overall satisfaction, Net Promoter Score (NPS) ,Likelihood to return, Non-buyer (only when selecting Total or Buyers in Buyer type) and Check size more than planned against the benchmark for the selected Purchase channel and Period. Additionally, if comparing to the same quarter, it displays the Period over period (PoP) variation during the selected period.

Mouse over the dial to see the percentage of your brand and the benchmark. Click each tab to see a bar chart breakdown by each category. Mouse over the bars to see more details.

Sam's Club's Overall satisfaction, Net promoter score, Likelihood to return, and Check size more than planned tabs, as well as a bar chart for Overall satisfaction breakdown.

Non-buyer analysis

This section shows your brand's visitors who did not make a purchase (non-buyers) against the benchmark for the selected Purchase channel and Period. Additionally, if comparing to the same quarter, it displays the Period over period (PoP) variation during the selected period.

It includes five sections:

Non-buyer analysis.
Customer experience by buyer type.
Why did customers not make a purchase?
What were non/buyers planning to purchase?
What is unique of the demographic profile of retail's non-buyers?

Restriction: This section is only available when selecting Total or Non-buyers as Buyer type .

Non-buyer analysis

This section displays the percentage of non-buyers (both the ones who intended to make a purchase as those who did not) and buyers against the Benchmark during the selected period. Mouse over the bars to see to see the percentage of buyers and non-buyers, as well as the percentage points variation during the selected period and the sample size.

Non-buyers analysis bars shows the percentage of non-buyers (both the ones who intended to make a purchase as those who did not) and buyers against the Benchmark during the selected period.

Customer experience by buyer type

This section shows how the metrics Overall satisfaction, Net Promoter Score, and Likelihood to return perform compared to buyers during the selected period. Mouse over the dial to see the percentage of buyers and non-buyers, as well as the percentage points variation during the selected period and the sample size.

Dials show the metrics Overall satisfaction, Net Promoter Score, and Likelihood to return perform compared to buyers during the selected period

Why did customers not make a purchase?

This section displays the reasons why non-buyers did not purchase a product in the Purchase channel during the selected period. Additionally, it shows the Period over period (PoP) variation during the selected period.

Horizontal bars display the reasons why non-buyers did not purchase a product in the Purchase channel during the selected period

What were non-buyers planning to purchase?

This section shows the categories of items non-buyers were planning to buy but did not. Additionally, it displays the percentage of both buyers and non-buyers, and the Period over period (PoP) variation during the selected period.

This table shows the categories of items non-buyers were planning to buy but did not.

What is unique of the democratic profile of retail's non-buyers?

This sections highlights key demographic characteristics, such as Age, Education, Employment, etc. of non-buyers compared against buyers. Select the demographic and mouse over the bars to see the percentage of buyers and non-buyers, as well as the percentage points variation during the selected period and the sample size.

Bars show demographic characteristics, such as Age, Education, Employment, etc. of non-buyers compared against buyers.

Attribute comparison

Attribute comparison helps you understand how your customer experience attributes perform against the benchmark. It contains several tabs, each representing an attribute, as well as the Customer experience overview tab, which lists the overview themes and suggests the ones to improve.

Toggle between Average score or Top box to see results using the average score or percentage points, including the absolute difference.

Clicking an attribute row reveals the Attribute deep-dive tab where you see details of how each attribute has performed during the Comparison period.

Attribute comparison shows several tabs, including Customer experience overview, Customer experience attributes, Items shopped for, Items purchased, Purchase profile, and Demographic profile.

Items shopped for

Items shopped for helps you understand what categories of items your customers, and your competitor’s customers, are shopping for. It contains several tabs, each representing different categories, as well as the General tab, which shows the overall categories that are being shopped for.

Toggle between Average score or Top box to see results using the average score or percentage points, including the absolute difference.

Clicking an attribute row reveals the Attribute deep-dive tab where you see details of how each attribute has performed during the Comparison period.

Items shopped for shows several tabs, including General, Grocery, Snacks, and Beverages, Homegoods, Appliances or Furniture, etc.

Items purchased

Items purchased helps you understand what categories of items your customers and your competitor’s customers ended up purchasing. It contains several tabs, each representing different categories, as well as the General tab, which shows the overall categories that are being shopped for.

Toggle between Average score or Top box to see results using the average score or percentage points, including the absolute difference.

Clicking an attribute row reveals the Attribute deep-dive tab where you see details of how each attribute has performed during the Comparison period.

Items Purchased shows several tabs, including General, Grocery, Snacks, and Beverages, Homegoods, Appliances or Furniture, etc.

Attribute deep-dive

Attribute deep-dive provides a detailed analysis for each of attributes for the selected Comparison period. It displays the scores for your brand as well as those from the competitors in the Competitive set, together with a line chart to see the scores throughout time.

Toggle between Average score or Top box to see scores using either the average score or percentage points, including the absolute difference versus the comparative average.

Hover over the score for details on how to interpret the score given for each attribute. Click Show all to select a different attribute.

"Overall satisfaction" is the selected attribute for deep-dive analysis. It shows the attribute score against the competitors from the Competitive set and shows a line chart that shows the scores from Q2 2021 to Q4 2021.

Data and methodology

Retail customer experience uses the Survey dataset, by delivering surveys directly to customers' mobile phones, which have these characteristics:

Sample — 750 in-store visitors, per retailer per quarter; 500 website visitors, per retailer per quarter.
Length — 6-8 minutes.
Targeting — Surveys triggered upon an observed trip to a retailer based on Sense360 by Medallia geolocation data and upon observed website visit.
Response Window — Within one week of a validated visit to a store or website. 95% of the sample is collected within 72 hours of the visit.
Representativeness — Natural fallout weighted to U.S. Census representative sample.

For more information, see Datasets.

Filters

Dashboards come with filters at the top of the screen to filter and organize the data shown in them. Select the field values to filter dashboard data, and then click Apply filters to see that selection reflected in the different modules. As you make selections, some of the remaining fields adjust dynamically so that only applicable options are available. To filter this dashboard, click Show filters at the top and select:

Retailer: Lists of available retailers to display data from.
Benchmark: The market used to compare your metrics against to understand if you are over or under performing.
Purchase channel: Channels in which purchases were done. Options are Total (all channels), Digital, or In-store.
Buyers type: Kind of customers performing the purchase. Options include Total (all customers), Buyers, and Non-buyers.
Period: Quarters from different years.

To export the dashboard information as a Excel file, click Export.

What's next?

Together with Retail customer experience, use these dashboards to obtain supplementary insights:

KPI tracking — Digs deeper into insights uncovered for specific KPIs, competitors, or geographies.
Competitive performance — Adds context on what are your biggest top-line sales behavioral drivers of performance and compare them to your competitors.
Contact your Customer success manager to send a custom survey to dig deeper into the insights uncovered for a specific customer segment.