Retail Customer Experience & Friction Assessment

Welcome! This survey asks about your recent shopping experience with this retailer. It takes approximately 8–10 minutes to complete. Your participation is voluntary and you may stop at any time. There are no right or wrong answers—we are interested in your honest opinions. All responses are confidential and will be reported in aggregate only. By continuing, you agree to participate in this research.

Have you made a purchase or shopping visit with this retailer in the last 30 days?

• Yes
• No

How did you shop with this retailer in the last 30 days? Select all that apply.

• In-store
• Retailer website
• Retailer mobile app
• Curbside or in-store pickup
• Self-checkout kiosk
• Other (please specify)

Approximately how many shopping visits or orders did you make with this retailer in the last 30 days?

• 1
• 2–3
• 4–6
• 7–10
• 11 or more

If you shopped online or used a digital service, which device did you use most in the last 30 days?

• iPhone
• Android phone
• Tablet
• Laptop or desktop computer
• Not applicable – I only shopped in-store
• Other

Rank these shopping tasks by importance to you (1 = most important).

1. Finding products
2. Comparing prices
3. Fast checkout
4. Payment options
5. Easy returns or exchanges

Overall, how easy or difficult was it to shop with this retailer in the last 30 days?

How easy was it to find the products you were looking for?

How easy was the checkout and payment process?

How satisfied were you with the helpfulness of staff during your visit?

Did you experience any of the following issues in the last 30 days? Select all that apply.

• In-store issue (e.g., self-checkout, price scanner)
• Website issue
• Mobile app issue
• Payment or checkout issue
• Customer service or chat issue
• None – I did not experience any issues

Please briefly describe the issue you experienced and what you tried to do next.

When something went wrong, how clear was the guidance or information provided to help you resolve it?

How did you try to resolve the issue? Select all that apply.

• Retried the action
• Tried a different device, browser, or register
• Asked a staff member
• Used help center or chat
• Waited and tried later
• Abandoned the purchase
• Other (please specify)

We'd now like to ask about security and anti-theft measures you may have noticed while shopping in-store.

Which security or anti-theft measures, if any, did you notice while shopping in-store in the last 30 days? Select all that apply.

• Locked cases for products
• Staff escort to retrieve items
• Security tags on items
• Alarms or gates at exits
• Limits on self-checkout use
• Receipt checks at exit
• Cameras or prominent theft signage
• None – I did not notice any

Overall, how did these security measures affect your shopping experience?

Which of these security measures, if any, caused friction during your shopping experience? Select all that apply.

• Waiting for a case to be unlocked
• Staff unavailable to unlock items
• False alarm at exit
• Item unavailable due to theft-related restrictions
• Extra ID or receipt checks
• Limits on quantities per purchase
• None – no friction experienced

In the last 30 days, how often were items you wanted out of stock at this retailer?

• Never
• Rarely
• Sometimes
• Often
• Always

How confident are you that prices and promotions ring up correctly at this retailer?

Overall, how satisfied are you with your shopping experience at this retailer over the last 30 days?

How likely are you to recommend this retailer to a friend or colleague?

Based on your responses in this survey, what one change would most improve your experience with this retailer?

Thank you for your feedback so far. We'd like to ask a few brief follow-up questions to better understand your shopping experience.

In which region do you primarily shop with this retailer?

• United States
• Canada
• United Kingdom
• Australia
• European Union
• Other
• Prefer not to say

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

What is your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college / no degree
• 2-year degree
• 4-year degree
• Graduate or professional degree
• Prefer not to say

Thank you for completing this survey! Your responses are confidential and will be used to improve the shopping experience. You may now close this window.