Voxco

Walmart Canada is one of Canada’s largest retail chains, with over 400 stores offering approximately 120,000 products, including fresh groceries.

In September 2015, Walmart Canada launched its Online Grocery PickUp service. The service lets customers log in online and purchase grocery items for pick up at their local participating Walmart store.

As Walmart expanded the Online Grocery PickUp service across the nation, Walmart Canada’s online customer experience team developed a customer feedback survey to better understand the customer experience in three important areas:

1. Communication of the new process. Did customers immediately understand how the new Online Grocery PickUp process worked?
2. Customer satisfaction team response. How efficiently did customer representatives deal with the inevitable questions and comments?
3. Product variety. As it expanded, the program would need to start offering access to even more groceries – which products did customers most want to see added?

Cimigo is an organization of 200 market research specialists working in offices all across Asia - including China, Hong Kong, India, Indonesia and Vietnam. They form lasting partnerships with the regions’ leading brands, using market research to deliver actionable brand insights.

One of Cimigo’s clients recently contracted them to plan and execute one of Hong Kong’s largest tourism studies. They would need to interview thousands of tourists at Hong Kong borders per year, and measure differences in experiences and satisfaction levels over time.

In 2014, when Cimigo won this research in a competitive pitch, there was a real opportunity to improve the process of data collection and data delivery, with a required sample size of N=250,000 annually. That’s when Voxco entered the picture.

Stratégir was one of the first organizations to develop virtual 3D shopping environments that use mobile eye tracking and life-sized shelves to realistically test products and packaging. Their methods offer survey respondents an extremely realistic virtual shopping experience, and allows for very accurate data collection. The organization is constantly improving its surveying technology and uses it to conduct surveys face-to-face (CAPI via PC or tablet), over the phone (CATI) and most recently via auto-complete surveys online.

In 2011, the Stratégir team was using CAPI and CATI software which had stability and security problems. The data that was being gathered through each platform was stored in separate databases which considerably complicated their data analysis process. To add to their problems, the dated software was no longer able to keep up with market evolution or where Stratégir’s virtual technology was headed.

The team set out to find a new technology partner for survey software that would complement their increasingly complex virtual technology and would be flexible and powerful enough to accommodate their modern data collection methods:

• Some respondents needed to be recruited on the street (respondent qualification), often in areas without internet collection.
• Some qualified candidates were later interviewed in a recreated shopping environment. An interviewer would use a hand-held device to record their current purchase habits, preferences and feedback.
• Other qualified respondents were given products to take home and they were called on a daily or weekly basis to gather product usage and satisfaction data.
• Each individual respondent’s data would need to be gathered into a central database that compiled cases from every possible point of contact (on the street, in a controlled product-testing environment, over the phone). The data would then be analyzed as quickly as possible to report insights back to their clients.