The Container Store Embraces Real-Time Listening Through OpinionLab to Improve Digital & In-Store Experiences

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Retail leader uses OpinionLab’s mobile, online customer feedback solutions to deliver best possible experience to multichannel shoppers

Our shoppers rely on us to provide a superior, consistent experience no matter how they choose to engage with The Container Store brand...

OpinionLab, the pioneer and global leader in Voice of Customer (VoC) feedback innovation, today announced that The Container Store, the nation’s original and leading retailer of storage and organization products, is using OpinionLab multichannel feedback solutions to listen to and learn from shoppers at anytime, from anywhere – whether they are browsing the pages of or the aisles of one of the company’s 54 stores nationwide while using a mobile device. The Container Store shoppers can simply follow the [+] feedback link from any PC or mobile device to share direct input on a product or website feature. Through OpinionLab, this real-time VoC feedback data is integrated and shared across the organization, helping The Container Store pinpoint and act on opportunities for customer experience improvements.

“Our shoppers rely on us to provide a superior, consistent experience no matter how they choose to engage with The Container Store brand,” said Catherine Davis, Direct Marketing Director, of The Container Store. “OpinionLab allows us to identify and resolve issues as they emerge and this is a tremendous tool for improving our customers’ experience across channels, which is increasingly important as our customers turn to tablets, mobile, stores and desktops to shop.”

The Container Store initially implemented OpinionLab’s website feedback solution to listen to and learn from online visitors, and teams have consistently leveraged new OpinionLab technologies and innovated their listening approach to better understand what customers want. Today, daily VoC alerts go to the technology, merchandising and marketing teams, and back-end toolkits interpret structured and unstructured VoC feedback to provide real-time reports indicating customer goals, successes and frustrations, while highlighting areas prime for quick fixes and deeper investigation.

The Container Store also used feedback to gain specific insights into new capabilities and multichannel purchase behaviors, such as shoppers who use the retailer’s web-based elfa® design tool but, rather than buying products online, take plans into a brick-and-mortar store to complete their purchase. By understanding shoppers’ motivations and reasons for abandonment, The Container Store was able to quantify multichannel purchase behaviors and optimize experience for their best sellers.

Based on the site and the business’ successes, The Container Store extended its OpinionLab implementation to include mobile comment cards in the fall of 2011. Feedback collected through OpinionLab mobile listening solutions allows The Container Store to harness the collective intelligence of its mobile customers to improve the mobile experience and identify top issues and priorities for improving its brand in the mobile space. This feedback also helps improve the in-store experience by providing real-time, contextual insight through an opt-in, open-ended feedback structure.

“There are now more smartphone owners than basic cell phone users in the US,” said Jonathan Levitt, CMO of OpinionLab. “Tablet usage continues to skyrocket. In fact, Forrester predicts that one-third of American adults, or 112.5 million people, are expected to own a tablet by 2016. This offers a tremendous opportunity for brands such as The Container Store to embrace mobile retailing and innovate new ways to improve the multichannel experience for shoppers.”

About The Container Store
The Container Store currently has 54 locations across the country and offers 10,000 time- and space-saving organization solutions. The Container Store offers free closet design services every day in its stores and online using elfa® , the premiere shelving and drawer system. Visit for more information about store locations, the product collection and services offered. Sales for 2012 are expected to exceed $700 million. The Container Store is privately held.

About OpinionLab
OpinionLab is the pioneer and global leader in Voice of Customer (VoC) feedback innovation with over a decade of success and a dozen patents on major VoC advancements. Starting with the familiar [+] feedback symbol, the company's end-to-end solution suite allows clients to improve the web, mobile store and product experience with precise, real-time intelligence into what customers need and want. Nearly half of the Fortune 50 including Walmart, Bank of America, and Ford Motor Company, choose OpinionLab for actionable VoC insight across web, mobile, store and product touchpoints. For more information, visit OpinionLab online, read the blog or follow Voice of Customer on Twitter.


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