Republic partners with SMG to measure customer experience

Republic, the UK men's and women's multi branded fashion retailer, has announced its partnership with SMG, a customer insight agency, to measure the customer experience through an initiative called Your Views, Your Republic. The agreement includes an online customer feedback programme that will be integrated across all 115 stores in the UK and Ireland to help improve the understanding of the customer experience and how it links to company and individual store financial performance.

Customers will be invited to complete the survey online through details listed on the receipt, with an incentive. Having previously used a more traditional mystery shop approach, the new programme will continue to focus on collecting and analysing customer feedback, whilst placing customer insight at the heart of the Republic culture. This will be achieved through an education and training programme across the entire business. The connection between staff and the programme is crucial, to effectively engage with customer queries and deliver a higher level of customer service.

Since the pilot programme, Republic has already identified the key drivers of customer satisfaction that it will further develop to enhance its high levels of customer service.

Jeremy Michael, managing director, SMG UK, comments, "To help Republic understand the complexities of retail shopping further, the Your Views, Your Republic initiative encompasses a multichannel approach to analyse customer shopping habits. Through detailed analysis Republic can gain a better understanding of the customer journey before its customers have even entered the store. This can include how many times they have visited the website, where else they shop, how much they spend and what Republic can do to increase loyalty."

Jo Molineux, Head of Multichannel, Republic, comments, "We are obsessed with customer experience and understand the impact it has on all areas of the business, and it is important for every level of our business to understand what the customer wants. The change to continuous data capture provides us with real insight and accurate feedback, allowing us to better service our customers."

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