Trade
Our portfolio of trading clients includes an impressive range of very different businesses: from the independent store or local branch to the European market leader. Typical questions taken from projects for trading clients:
Customer satisfaction analysis
 | How satisfied are customers with the services currently offered in my outlets? |
| How many visitors leave my store unsatisfied? |
| In terms of "existing customers", where can significant optimisation potential be identified? |
| What effect have specific marketing activities had on the general level of satisfaction amongst my customers? |
| What influence does the perceived price performance ratio have on willingness to buy? |
| How does customer loyalty develop over time, e.g. in terms of frequency of buying/visiting or customer base? |
| What are the differences in customer satisfaction levels between my top outlets and the problem locations in my branch network? |
Customer share studies
| How high is the customer share of my outlets? |
| Which customers buy and which do not? |
| How can customer share be fundamentally increased? |
| What are the specific reasons why branch visitors do not make any purchases? |
| Which factors influence the realised customer share? |
| What effect would a reduction in staff numbers have on the customer share of a particular department? |
Service Analysis
| To what extent are customers aware of the spectrum of services offered? |
| Which other services could increase customer satisfaction and frequency of purchase? |
| Which of the services I offer are just costing money and having no real impact on customers? |
| For what price can I successfully offer particular services? |
Customer Loyalty Cards
| How much potential does a loyalty card hold in my specific branch and customer field? |
| Which specific form should the loyalty card take in order to be accepted and used by my customers? |
| What value is placed on the payment function of the card, particularly by my target group? |
| How many and which of my customers would use a customer loyalty card? |
| What effects am I achieving with the loyalty card already in use? |
Branch-specific analysis
| How are the problem branches perceived and judged by customers, in relation to the top branches? |
| What potential for internal optimisation – from the shop layout to staff – exists in my business? |
| How is my outlet perceived in relation to both of the main competitors in the location? |
| How is a new product range, service idea or communications idea judged by customers? |
Leadership Analyses
How can the market position reached with the customers be documented, in relation to my branches in one or more locations?
How exactly are the providers positioned?
Example questions taken from a leadership survey:
| Which is the overall leading book shop for you here in Düsseldorf? (overall leader) |
| Which shop offers the greatest range and variety? (product range leader) |
| Which shop provides the most competent customer service? |
Structure of the exclusive customer online panels
| How can I regularly and quickly obtain feedback from particular customer groups about features, concepts or developments? |
| How are new ideas for sales, product range, pricing strategy, shop layout, service or communication judged by a representative selection of my customers? |
| What quantity of a new product can I sell in my outlets over a defined time period? |
Mystery Shopping
| Which visual impression does my outlet give at a randomly selected time? |
| How are the defined services or other principles implemented in my branch? |
| How do my staff conduct themselves in response to complaints, exchanges or other criticisms? |
| How is a sales conversation typically conducted? |
Location Analysis (before a new opening)
| What fundamental potential does a new location offer for my products/services? |
| What are the current qualitative and quantitative market positions of the competitors already in the location? |
| How are the individual leasing alternatives rated, in terms of for example the immediate environment and number of passers-by? |
e-Commerce
The INNOFACT history includes numerous projects for online providers in a great range of different industries. Our experience ranges from optimisation tests for established shops right through to marketing tests for new online service ideas.
Website tests
| Who have been my website visitors up to now? |
| Which expectations do my visitors have on entering the site? |
| How far do my online offers fulfil visitor expectations? |
| How good is the design/layout of the website? |
| How good is the navigation of the site? |
| Can the contents of my website be easily understood? |
| How good is the usability of the site? |
| How good are my services, FAQs, terms and conditions of business and help sections? |
| How high is the level of security of my website? |
| What is missing and what is unnecessary for the site? |
| What marketing potential does my website hold? |
| How is my website judged by a particular target group in direct comparison with the top two competitors? |
Competition analysis
| Who are my competitors? |
| What are the strengths and weaknesses of my competitors? What potential do they have? |
| Which strategies are essential to becoming the market leader? |
Concept tests
| What potential can be localised for a new concept? |
| What is the precise form that the concept must take, in order to be successful with consumers? |
| From a choice of three parallel concepts, which promises the greatest potential? |
| Which prices can be realised in the envisaged target group for an online-based service? |
Marketing assistance
When professionally prepared, the results of website or customer/user surveys significantly contribute to the marketing of the online offers. Examples of the use of study results:
| Detailed description of website visitor profiles (e.g. in the context of banner placements) |
| Press releases regarding customer satisfaction in the online shop |
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