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Hobbycraft deploys customer feedback programme

Hobbycraft deploys customer feedback programme
Sunday February 23 2014

Arts and crafts retailer Hobbycraft Europe’s is running a UK wide customer feedback programme, ‘Crafting Your Opinion,’ across 75 UK stores.

The scheme, developed in partnership with customer insight agency, SMG, will continue to build its offering across its store network.

SMG is collecting feedback from thousands of in-store shoppers, providing 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 who complete the form will be in with a chance of winning £100 worth of store vouchers from a monthly prize draw.

Dominic Jordan, retail operations director, Hobbycraft, comments: “’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.

Jeremy Michael, managing director of SMG, comments: “Already approaching 50,000 customer responses in under a year, ‘Crafting Your Opinion’ makes it possible for Hobbycraft to analyse results from both a customer and store level. With this previously inaccessible data, Hobbycraft will be able to identify and respond faster to customer trends so it can continue providing an excellent shopping experience.”