Enhancing Customer Experience for a National Retailer

The Challenge

A major Canadian retailer with over 100 stores nationwide was grappling with declining customer satisfaction scores and struggling to compete with online-only retailers. They needed to understand the root causes of customer dissatisfaction and identify opportunities to enhance the shopping experience across both physical and digital channels.

What We Did

We developed a multi-faceted research program to capture a holistic view of the customer experience. A key element of our approach was the integration of a real-time customer feedback feature into the retailer’s mobile app, used by over 5,000 of its customers. This innovative tool allowed us to capture in-the-moment insights about the shopping experience, providing unprecedented detail about customer pain points and preferences.

To complement this real-time data, we conducted an online survey of 1,000 customers, gathering broader perspectives on brand perception and shopping habits. We deepened our understanding through 30 in-depth interviews with frequent shoppers, exploring their decision-making processes and loyalty drivers. Six focus groups across different demographic segments allowed us to explore emerging themes in a dynamic group setting.

Key Actions

  • Integration of customer feedback feature into mobile app
  • Online survey of 1,000 customers
  • 30 in-depth interviews with frequent shoppers
  • 6 focus groups across different demographic segments
  • Employee workshops at 10 store locations

Our Impact

Our research uncovered critical pain points in the customer journey and identified key opportunities for improvement. We found that store layout was a significant source of frustration, with customers spending excessive time searching for products. In response, we recommended a new store layout, which the retailer implemented across its network. This change reduced the average time spent searching for products by 22%, significantly enhancing the in-store experience.

“Logic E Partners’ innovative approach to research gave us unprecedented insights into our customers’ needs and experiences. Their recommendations have been transformative for our business.“

Overall, the retailer saw substantial improvements in key metrics. Customer satisfaction scores increased by 13% within one year, reversing the previous downward trend. The average transaction value grew by 5%, indicating that improved customer experience was translating into increased sales. Perhaps most significantly, the retailer experienced an 8% reduction in customer churn rate, demonstrating enhanced loyalty in a highly competitive market.

Key Figures

  • 13% increase in overall customer satisfaction scores within one year
  • 5% increase in average transaction value
  • 8% reduction in customer churn rate

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