A good customer survey includes three types of questions:
- Demographic data, such as gender, age group, geographical location and income level.This tells you what kinds of people shop at your store and what concerns various groups have.
Many stores offer “customer loyalty” cards that mirror airline frequent flyer miles. The more money they spend in the store, the closer they work toward some item or amount of in-store credit.
Research shows that only about 20 percent of shoppers will tell you what they’re looking for right away, according to Richard Fenton, of Accelerated Performance Training, a professional speaker and trainer specializing in the retail industry.