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Mothercare saves up to £100K a year by choosing Snap WebHost

The UK's largest mother & baby retailer Mothercare, pride themselves on having a unique understanding of their market sector. As an international and respected brand with over 45 years experience, they constantly work with experts to ensure they offer the latest innovations and product developments. To increase their knowledge and to gain more in-depth customer insight they decided to recruit a panel of their past and existing customers. Snap’s NEW online survey management and analysis tool – Snap WebHost, was recently chosen to survey this expanding panel of parents. This decision alone has already saved the company £5–10K per survey project, resulting in a total saving of between £60–100K a year on outsourcing costs.

Online consumer panels are now widely used across a range of sectors to gather information about purchasing behaviour or opinions on new product developments. Mothercare has always been an advocate of the adage ‘know your customer, serve your customer’ and used to outsource around 16,000 surveys a year to gain valuable research. Katie Strahan, Mothercare’s Customer Insight Manager decided to source an in-house solution that would save the company money but would give the same and/or increased results. After researching products that fulfilled this brief, Snap was chosen to carry out ad-hoc surveys and to communicate and recruit their panel of customers.

Mothercare Survey

Mothercare firstly started to utilise Snap’s capabilities to design an online recruitment survey to build their panel. Their aim is to build a large panel of parents so they can consult 2–3,000 customers per research project. A segment is chosen from their existing customer database of several million people and a recruitment letter is sent with a link to the online survey. Over the space of a few months they have already recruited 700 members and are continuing this project.

Now the panel is in place, Snap WebHost’s advanced features are being utilised. One of the many benefits of this tool is it allows automatic email invites and reminders to be sent to panel members, saving the researcher valuable time and even allowing projects to go ahead when you're out of the office! A current survey that is being published and sent via Snap WebHost is a multi-lingual label trial. As Mothercare is now an international brand, their clothing label sizes have increased in size so they are conducting research into the affect this will have. The results will be fed back to ensure the design and make of the garments are correct and in line with usability. The panel members are also currently being consulted on organic products to gauge awareness, pricing views and general opinion on this subject.

Since Snap has been implemented, the design and publication of surveys is all done in-house thus saving the company up to £100K a year. Katie is extremely impressed with their new tool; “The HelpDesk team has also been excellent and very attentive to my needs.”

Snap WebHost's advanced features can be utilised from as little as 1p* per response. To find out more information visit Snap WebHost.

*Based on 150,000 responses at the unlimited usage, for existing Snap users.