We didn’t feel like we had any knowledge about how our customers viewed us. For a time, we thought we knew. But we didn’t.
Sebastian Lann, Retail Director
Barnas Hus is the leading chain of baby equipment and baby clothes in Norway, with 29 stores across the country. Sebastian Lann has been the Retail Director for 2 years, and when he started, their processes for collecting feedback were inefficient.
”Our methods were quite traditional and not very data based, Sebastian says. For example, we used mystery shoppers which honestly gave us very little to work with. We only got information on a narrow scenario and couldn’t pick out trends. We definitely needed more concrete and continuous feedback.”
Retailers have a tendency to think they know everything about their customers, but this is often based on assumptions, and not real data.
”We didn’t feel like we had any knowledge about how our customers viewed us. For a time, we thought we knew. But we didn’t. We needed a tool for detailed feedback where we also could turn it into action plans. We also wanted to give managers good conditions to work on growth strategies in a structured way. ”
Physical stores vs online stores
In this digital age, the need for physical stores has decreased, but Barnas Hus still sees an opportunity in existing both in the digital and physical realm.
”Physical stores are still important, especially in our industry, Sebastian says. Our target audience is often first-time parents who want advice, they want to be able to feel and see the products in order to feel safe about their purchases. We also see that our online sales increase wherever we open up a new physical store, which is a good sign that they can, and should, co-exist. ”
“Thanks to Maze, we’ve been able to create a goal and take the right actions to reach it”
Sebastian Lann, Retail Director
How to use Maze for high quality feedback
Getting everyone to start using a new tool on a daily basis can be a challenge. But allowing autonomy and handing over responsibility is a smart way of succeeding.
”We’re allowing our Store Managers to use the tool in a way that suits them, Sebastian says. In my role, I’m creating weekly updates to show each store their status and once a month they get a deeper analysis where we go over what’s been good and where we can improve.”
Some people are faster at adapting than others.
”The younger managers are often quicker to start experimenting with new tools, and the more experienced tend to need more time. We try to encourage everyone to use it daily and we offer support where needed. ”
”We are very grateful so many decides to give us feedback. That’s the only way to improve!”
Sebastian Lann, Retail Director
Dealing with negative feedback
Dealing with unsatisfied customers is something that every retailer needs to manage. Thankfully there is a lot to be gained even from negative feedback.
”It’s an important part of the process, Sebastian says. In the beginning it could feel weird for our frontline staff, but then the Manager needs to make sure they deal with the feedback in a constructive way. We are very grateful so many decides to give us feedback. That’s the only way to improve! ”
The financial results
With Maze, you can easily pinpoint what actions drive the best results and see how that affects your KPIs.
”We have many goals, such as increasing our conversion rate, average sales and our customer satisfaction. With Maze, we can see that the biggest driver in increasing our conversion rate is offering assistance. Previously, this was less clear. ”
Barnas Hus has increased their revenue by 10% over the first 10 months of 2024. A number that would not have been possible without Maze.
”Since we’ve seen less footfall this year than earlier, we have had to keep our conversion rate high. And thanks to Maze, we’ve been able to create a goal and take the right actions to reach it. ”
Learn more about Maze
Interested in learning more about how Maze can unlock the superpowers of your frontline staff, and help you grow your chain?
