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Niche Box Retailers Are Missing the Boat With Online and Phone Surveys

Have you ever been deemed a “loyal customer” by a retailer and then did that retailer file for bankruptcy and in that case did they sell their assets to another, your contact details and data being included? I did, and when it happened, I didn’t feel like a loyal customer, I felt used and abused, bent over and fucked. I might have been okay with that, had I been asked and offered to opt out of having my information sent back, but that was not the case.

Of course, I think we all know that retailers raise prices and then pretend to give us a discount because we’re a supposedly loyal customer – just as I think we all realize that when we give surveys online or over the phone they just get more information to sell us more stuff. Let’s talk about it, shall we?

Asking a customer if they are very likely, likely or not likely to recommend a store is a seriously flawed question. Also, asking someone how they would rate their last visit to a store where they made a purchase is also wrong. Let’s discuss why.

Not long ago I had commented online on a product that I had bought in a large sports store, you know a store like:

– REI

– Sports Authority

– Sports chalet

– Dicks Sporting Goods

– Big 5

In fact, it was one of those listed above. If you know anything about big box sporting goods retailers, you know they’ve seen better days – online sales are taking their toll on the industry and there have been major high profile bankruptcies, I expect we will see more in the future.

Here’s something to think about; there was an interesting article in Business Insider on January 12, 2017 titled; “Amazon’s plan for 100,000 new US jobs may not be exactly what Trump was looking for”, by Eugene Kim explaining Amazon’s massive gains and lackluster gains and dramatic challenges and closures of big-box retailers from Sears to Macy’s.

There was an interesting article in CFO Magazine titled; “U.S. Retail Sales End Year Up 0.6% – Sales regained momentum after a slow start to the holiday season, pushing the gain for all of 2016 to 3.3%.” written by Matthew Heller and published on January 17, 2017. The article read:

“The NFR [National Retail Federation showed] reported holiday sales increased 4% in November and December year-on-year, and 2/3 of US production goes to goods and services consumed by US households. A 2.4% jump in auto sales was responsible for much of the rise in retail sales in December, as buyers took advantage of deep rebates offered by the auto industry. “The strategy largely worked, with the year-end surge taking auto sales to another annual record,” the WSJ noted. Sales at building materials stores and furniture stores rose 0.5%, while sales at online retailers jumped 1.3% last month after gaining 0.3% in November.

So you see, the problem is not just in the sporting goods sector, although it has been hit pretty hard. I myself have gone online shopping for most of my sporting goods now except for shoes, I like to try them on before I buy. Not all surveys and customer loyalty programs seem to work in this space. It’s a blue horizon for Amazon from now on.

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