Gartner Research

Survey Analysis: Continuous Loop Merchandise Feedback Programs Require Responses and Rewards for Customers

Published: 02 May 2014

ID: G00262080

Analyst(s): Robert Hetu


Customers appreciate the opportunity to provide specific merchandise feedback. However, successfully utilizing customers as a resource for product information requires retail CIOs to develop a continuous communication loop.

Table Of Contents

Survey Objective

Data Insights

  • Levels of Unsolicited Customer Interaction and Feedback for Specific Products Are Higher Than Anticipated and Are Provided Predominantly via the Retailer's Website
  • An Online Survey Is the Clear Leader as a Method of Data Collection. However, Mobile Applications Show Significant Use Among Younger Consumers
    • Creating a Positive Impression With Customers Depends Heavily on a Continuous Loop for Feedback and Compensation
  • Recommendations
  • Methodology

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