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Ukrop's Super Markets, Richmond VA. Background Information Ukrop's Super Markets is a family owned grocery store chain with 27 stores located in central Virginia. With increased competition from Kroger and Wal-Mart, Ukrop's wanted to build relationships with their top customers and learn what areas of their operation customers thought needed improvement. Objectives - Develop and nurture a connection between individual store managers and their top customers.
- Listen to customers: learn what areas customers thought needed improvement and detect trends affecting all 27 stores.
Creative Solutions The team from DIG designed a survey to begin a dialogue with the most valuable customers at each store. Two surveys were sent, one in the fall of 2001 and a follow-up in the spring of 2002. The second survey capitalized on the data gained from the first version. Fall 2001: This first survey had six static questions for shoppers in the Top 400 group. Shoppers in the representative sampling in the next decile received a 7th question asking them which Ukrop's store they frequented the most. Each survey included a letter addressed to the shopper that was signed by the store manager of the Ukrop's location the shopper frequented most. 11,582 surveys were mailed on September 10, 2001. Despite the unfavorable timing the survey received a 23.9% response rate. Spring 2002: Using the response data from the first survey, the DIG team developed the questions for a second survey. These questions were specifically designed to measure improvement in department areas that received the highest level of dissatisfaction on the first survey and to address new areas of the store and service which had not been addressed in the previous survey. Past respondents received completely personalized questions based upon their responses to the first survey. In addition, a cover letter from the store manager acknowledged their previous feedback, thanked them for their contribution and pointed out that changes had already been made to the store based on feedback from the first survey. First-time recipients and non-respondents from the first survey also received customized letters for those groups. The second survey also included a representative sampling of customers in the second tier of Ukrop's best shoppers. The DIG team tabulated the results of both surveys and analyzed the response data. A report of the findings was presented by DIG at the conclusion of each survey to the Ukrop's marketing team.
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