Wednesday, August 15, 2012

Marketing Tools Part 3: Using Surveys on Your Point of Sale Receipts to Gain Valuable Feedback

Receipt surveys not only drive customers to your website, they also provide important feedback. You obtain very precise data on the participants which will help you better market to them in the future. By asking customers to complete a survey it also shows that you value their opinion. Data that can be collected through a survey include:
  1. Feedback on the quality of service customer your received
  2. Open ended suggestions such as ways to improve customer experience
  3. Input on current promotions
  4. Input on new products ideas
  5. Demographics of shoppers
Your next question may be "What kind of rewards can I offer?" on my custom printed receipt paper roll? In exchange for participating in a survey, you can offer a perk such as:
  1. A free item at next purchase
  2. % off next purchase
  3. Entry into a drawing to win a gift card or cash prize
Here is an example of a Before and After receipt. You can see that along with the addition of a logo, the bottom now includes a survey with the chance to win a $50 gift card.

Top retailers such as Wendy's, Home Depot, Dunkin' Donuts, WalMart, Starbucks, Target and JCPenney (just to name a few!) are taking advantage of the space at the bottom of their receipt paper rolls to engage customers.  Find out what you are doing right and what you can improve on by including a short survey. Don't forget that a happy customer is your best customer!

If you are new to online surveys, check out these sites for more information: Survey Monkey, Constant Contact, Zoomerang and Question Pro. Many offer free accounts if you have ten questions or less on your survey. 

Most importantly, don't be afraid to experiment with your receipt marketing. Sometimes it takes a little trial and error to find something that works for your business. The key is to engage your customer and let them know that you value their business and their opinions.