Customer Exit Surveys

Objective

To provide an accurate and reliable framework of information upon the characteristics of visitors to the centre, their behaviour patterns and attitudes towards the centre itself.

Coverage

• Customer profile - basic demographics of sex, age, social class, marital status, working status, family composition, plus composition of the shopping party on the day.
• Origin - shopping from home or from work.
• Nearest main town where they live.
• Distance travelled and time taken to get there.
• How travelled - by car, by bus, on foot.
• Main purpose of visit and other reasons for visiting on the day.
• The main shops which attract customers to the centre.
• Time spent shopping at the centre (dwell time).
• Total amount of money spent.
• Visitation frequency.
• Likes and dislikes, and attitudes towards the centre.

Methodology

Up to 1000 face-to-face interviews with customers selected at random when leaving the Centre. Fieldwork organised to cover all main exits during a ‘typical’ week (including late-night opening and Sundays where appropriate) in order to ensure reliability.

Data Presentation

Detailed computer tabulations, plus an informal chart presentation and management report upon key findings.

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