Coop, Switzerland’s largest retailer, is working with LINK, a leading market and social research institute, to understand customer behavior and feedback in their approx. 2300 stores. In order to maintain and improve on their excellent in-store experience, Coop is capturing more than 50’000 customer feedbacks per quarter.

Johanna Mäder, Market Research Project Manager at Coop, and Laura Colledani, Head of LINK’s Food and Retail practice, set out to improve Coop’s ability to act on customer feedback.

Coop is collecting such a significant amount of open-ended feedback that it cannot possibly analyze it all manually. Thus, in the past, Coop has routed the verbatims back to the individual stores and relied on the individual store managers to read it and take action. While this enabled store managers to get feedback on their local level (if they read it), it did not allow Coop to get an overview over what their customers were thinking overall about the shopping experience.

As Coop’s trusted partner, LINK recommended Caplena, their go-to tool for text analysis at scale.

Within two weeks from start to finish LINK & Coop were able to complete the entire project of analyzing the quarterly feedback. They were able to identify key trends such as an increase in customer satisfaction with the store atmosphere: “The increase from 5% to 9% was so large that we were able to rate the implementation of new store design as a complete success,” according to Johanna Mäder, Market Research Project Manager at Coop.