CLIENT OVERVIEW:

Alpine Shop is an Independent Specialty Outdoor Retailer that provides World Class Service to our customers by outfitting them with equipment, inspiration, and education. What began in 1973 as a small climbing shop in Webster Groves, Missouri, now serves almost every type of outdoor enthusiast from backpackers, hikers, campers, paddlers, and cyclists, to snowboarders and skiers. After over 35 years in the business, it is Alpine Shop’s vision to see Generations Transformed by Discovery Outdoors.

CLIENT CHALLENGE:

Alpine Shop desired a solution to create loyalty and receive feedback to improve their customer service both in-store and online so managers could act if needed. Because Alpine Shop has five retail stores in separate locations, it knew it could utilize its CDP (customer data platform) to segment those pleased from those not satisfied with one or more parts of their purchase Experience.

THE SOLUTION:

Alpine Shop’s first step was to build surveys that captured all the information they wanted to know. Furthermore, it then turned to its CDP to assist in building and segmenting audiences, as well as attributing in-store from online purchases, then matching those customers to the survey Alpine Shop received back. The survey was sent automatically to every person who made a purchase in a store or online. The customer could then rate their experience on a 1-5 scale with 1 being “Not at all Satisfied” and 5 being “Very Satisfied.” Smartly, Alpine Shop also included in the email content that if the customer completed the survey, he or she would be entered to win a $100 gift card drawn each month. Timing of the survey sent was also an important aspect of the response rate. If the customer purchased online, the personalized survey triggered to send 7 days aft er purchase to give them enough time to receive and use the product(s). An in-store purchase triggered the personalized survey to send 4 days after. Not only did Alpine Shop send the survey, but they also made a point to create a follow-up plan. If Alpine Shop received a survey with a low rating of 1-3 or any negative comments/feedback, the survey would be automatically flagged so the store  manager could follow up directly with the customer. Through Ascent360’s Business  Intelligence tool, managers could see survey statistics, a full-view of the survey responses, along with who the customer was, when he or she completed the survey, and any additional comments or concerns. This ongoing campaign allows Alpine Shop to receive invaluable information and to continue to improve their customer experience.

>65%

4.5 or 5

1400

Extremely willing to recommend to a friend

Average rating between a “4.5 or 5-Very Satisfied” in all surveyed categories*

*Feb 2015-June 2017

Over 1400 responses!

 

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