Retail

Retail research is not about goods and services per se, but about the environment through which they are sold. Marketing research in the retail sector encompasses studies conducted to assess the impact or appeal of store design, determine optimal product placement and product mix.

Research in this sector is not just limited to evaluations of the physical elements of the retail environment; it also includes evaluations of the human factors that impact retailing, such as service (by employees) and satisfaction (on the part of both customers and employees).

A relationship exists, on the one hand, between service and customer satisfaction, and on the other, between employee satisfaction and improved service. For customers, superior service leads to satisfaction, which in turn can lead to increased profitability, as satisfied customers tend to frequent a retailer more often and spend more per occasion than other customers. For employees, job satisfaction is directly linked to providing superior service.

As such, retail research needs to provide management and stakeholders with mechanisms that constantly provide ongoing, timely, and actionable feedback that allows management to constantly refine and improve the retail environment. TNS Canadian Facts is a leader in this regard, with years of experience conducting large-scale, ongoing employee satisfaction and customer satisfaction studies on behalf of retailers in numerous categories via the largest and most sophisticated data collection operation in Canada.

For more information on research in the retail sector, please contact Mary Graham.