Blacks Leisure Group is embarking on a customer insight programme in 208 of its Blacks and Millets stores, with the help of Empathica.

Customers will be invited, via a prompt printed on a receipt jacket, to give feedback on various aspects of their visit, including: the store environment, speed of service, and how friendly and helpful the staff are. They will also be asked whether they felt the retailer offered good value for money and whether they enjoyed their shopping experience. All customers will respond via an online survey.

Richard Hitt, customer insight director at Blacks Leisure Group, says: "We're keen to ensure that our customers are at the heart of everything we do. Empathica offers a simple and effective method of delivering regular and systematic customer feedback in what is an otherwise under-researched retail sector. We are delivering invitations to all customers in participating stores as we value feedback from all of our customers - the insight from which will help us deliver excellent customer service across all our stores nationwide."

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