News

The Container Store adds 'real-time listening' via OpinionLab

March 29, 2012

OpinionLab today announced that The Container Store, retailer of storage and organization products, is using OpinionLab multichannel feedback solutions to listen to and learn from shoppers at anytime, from anywhere — whether they are browsing the pages of containerstore.com or the aisles of one of the company's 54 stores nationwide while using a mobile device. The Container Store shoppers can simply follow the [+] feedback link from any PC or mobile device to share direct input on a product or website feature. Through OpinionLab, this real-time VoC feedback data is integrated and shared across the organization, helping The Container Store pinpoint and act on opportunities for customer experience improvements, the companies said in a press release.

"Our shoppers rely on us to provide a superior, consistent experience no matter how they choose to engage with The Container Store brand," said Catherine Davis, Direct Marketing Director, of The Container Store. "OpinionLab allows us to identify and resolve issues as they emerge and this is a tremendous tool for improving our customers' experience across channels, which is increasingly important as our customers turn to tablets, mobile, stores and desktops to shop."

The Container Store initially implemented OpinionLab's website feedback solution to listen to and learn from online visitors, and teams have consistently leveraged new OpinionLab technologies and innovated their listening approach to better understand what customers want. Today, daily VoC alerts go to the technology, merchandising and marketing teams, and back-end toolkits interpret structured and unstructured VoC feedback to provide real-time reports indicating customer goals, successes and frustrations, while highlighting areas prime for quick fixes and deeper investigation.

The Container Store also used feedback to gain specific insights into new capabilities and multichannel purchase behaviors, such as shoppers who use the retailer's web-based elfa design tool but, rather than buying products online, take plans into a brick-and-mortar store to complete their purchase. By understanding shoppers' motivations and reasons for abandonment, The Container Store was able to quantify multichannel purchase behaviors and optimize experience for their best sellers.