To offer relevant products/services and an unforgettable experience, retailers need to understand what motivates their audience. This is a challenge facing marketers.
And yet, online surveys are very simple data collection tools. In this article, we present 5 scenarios in which online surveys can make all the difference to a brand’s marketing strategy.
1. Create interactive surveys to refine your customer knowledge
Surveys provide a better understanding of customer behaviour. They help companies to gather data about their audience. They are useful for collecting product preferences or analysing purchasing habits.
The aim of the survey: To create personas and/or segment your audience.
Example of a survey: ‘What criterion counts most in your purchasing decision?’ or ‘How often do you buy X type of product?
The benefits of the survey: it allows you to adapt your offer and communication to meet the needs of your target audience.
Use case: Club Med’s ‘Which destination is right for you?’ campaign attracted a large number of visitors. The online surveys generated a flow of new leads and opt-ins, thanks in particular to the targeting of the Adictiz Ads campaign. Thanks to an optimised game path, Club Med was able to qualify these leads by collecting data such as the most liked resort.
2. Qualify prospects with online surveys
To optimise their marketing efforts, brands need to identify leads that have a high probability of converting.
Surveys enable prospects to be filtered and segmented according to their interest in an offer or their position in the buying journey. This format therefore helps companies to identify (on the basis of the responses submitted) qualified leads. They will be able to focus their efforts on users who have a chance of making a purchase or whose average basket will be the highest.
The aim of the survey: to prioritise sales actions and personalise the approach (to improve retargeting campaigns).
Example survey: ‘What budget do you allocate to this type of product?’ or ‘What are your current challenges?’
The benefits of the survey: Rate each prospect according to their potential LifeTime Value and facilitate conversion by understanding prospects’ expectations.
Use case: Leroy Merlin’s ‘Renovation’ campaign collected leads (via the creation of customer accounts) by qualifying them. The mechanism used was a Swiper, which invited users to choose between several project proposals. Each lead was segmented according to their purchasing intentions (kitchen, bathroom, decorating preferences). The brand was able to send personalised offers tailored to the needs of the participants.
3. Boost brand awareness via a digital survey
The survey can be used as a communication tool to increase visibility and reach a wider audience. By publishing the results of its survey, the brand positions itself as an expert and engages its community.
The aim of the survey: to create content and share useful insights.
Example of a survey: ‘70% of consumers prefer fair trade products’ (result of a study carried out by the company).
The benefits of the survey: Improve your brand image and attract the attention of the media and prospective customers by highlighting the relevance of your positioning.
Use case: The Nouvelle-Aquitaine region launched a Swiper competition to promote its landscapes to travellers from neighbouring countries. Thanks to a targeted media campaign, the operation generated a desire to discover the region. The game highlighted the diversity of its landscapes. It also helped the region to identify participants’ preferences. This made it possible to target communications at destinations that were attractive to them.
4. Promote your products via online surveys
Surveys are an opportunity to promote products or services. They allow you to test concepts, functionalities or offers with the market. They can also be used to present the added value of your catalogue in a fun, interactive way.
The aim of the survey: to validate a product and promote its benefits.
Example of a survey: ‘What feature attracts you to our product?’ or ‘Would you be prepared to test this new product?’.
The benefits of surveys: Optimise product launches and encourage adoption through direct feedback.
Use case: Legrand’s Céliane campaign highlighted the products and finishes offered by the brand. The campaign was based around a Swiper game, supported by Adictiz Ads media coverage and a push opt-in stage to maximise registrations. The results reflect user interest in the brand. With more than 111,000 games played and an average of 5 games per subscriber, the campaign helped to engage the audience.
5. Improve the customer experience by collecting feedback
Surveys are a way of evaluating and improving the customer experience. By soliciting feedback after an interaction or purchase, retailers can identify what is working and where improvements are needed. This could be satisfaction with a product, the quality of customer service or the efficiency of an online journey. This feedback enables data-driven decisions to be taken and an optimal customer journey to be offered.
The aim of the survey: to optimise the user experience and strengthen customer loyalty.
Example of a survey: ‘How would you rate our service? What improvements would you like to see in our product?’
The benefits of the survey : By responding to customer feedback, the company demonstrates that it is listening to them. This strengthens their commitment and loyalty by improving the quality of the offer.
Use case: McDonald’s uses surveys to improve the customer experience. Faced with a drop in sales, the chain intensified its collection of customer feedback to identify the improvements it wanted to make. The surveys revealed the relevance of offering a simplified menu and better quality ingredients. McDonald’s implemented these changes, which led to a 4.1% increase in sales.
Conclusion
Online surveys are versatile marketing tools that can be used to analyse the behaviour of your audience, qualify your prospects, enhance the appeal of your offer and boost customer loyalty. To create a truly engaging survey experience, rely on gamification. Adictiz offers you a range of fun polling techniques to suit your brand universe and strategic objectives!
