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Hobbycraft gathers customer feedback

By Retail Technology | Friday February 21 2014

Europe's largest arts and crafts retailer partners to deliver a nationwide customer feedback programme in support of a training and recruitment drive

Hobbycraft, Europe’s largest arts and crafts retailer, is working with customer insight agency Service Management Group (SMG) to deliver a nationwide customer feedback programme, entitled ‘Crafting Your Opinion,’ across 75 UK stores.
SMG is collecting feedback from thousands of instore shoppers, capturing and authenticating feedback data to provide Hobbycraft with valuable insights from real customers. Shoppers are invited to complete a customer satisfaction survey through a link on their Hobbycraft receipt after making a purchase. Those completing the form will be entered into a monthly prize draw to win £100 worth of store vouchers. 

Gaining deeper customer insight

The retailer has already garnered 50,000 customer responses in under a year, which will help it to identify and respond faster to customer trends so it can ensure it provides the best possible shopping experience.
Dominic Jordan, Hobbycraft retail operations director, commented: “’Crafting Your Opinion’ allows Hobbycraft to gain deeper consumer insight to continue strengthening its close bond with customers. 

“The feedback programme will also work in parallel with Hobbycraft’s drive on colleague training and strengthening of its overall recruitment process. The additional knowledge gained will ultimately ensure that Hobbycraft keeps in touch with what shoppers want from their local arts and crafts store.”

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