Where would you go to buy a bicycle? A razor? Or the fresh pair of cowboy boots you like to wear at local rodeos?
For many of you, the answer to each of these items is Walmart. The retail giant has come to dominate the shopping landscape, whether it be online, in-store, domestic, or international. Walmart’s earning reflect its market dominance. The company nearly earns 500 billion dollars per year with over 140 million customers a week—in the U.S. alone!
So how does a company with thousands of stores, millions of in-store employees and hundreds of millions of customers gauge customer satisfaction?
In short—by incentivizing its customers to take a survey following a recent purchase.
What does their incentive look like? How can it improve? Is it working for them? If these are questions you’re curious to know the answer to, you’ve come to the right place!
Curious to learn about the different survey incentive options you can use and when to choose one over another? Learn what one of our survey methodologists has to say. Read now→
Do you have your most recent Walmart receipt on hand?
Why? That’s where you can find the Walmart survey the company uses for tracking its customers’ satisfaction. On the front side, you’ll see small text at the top that introduces it. Now look at the back, you’ll find instructions on how to take the survey and what the terms are in more depth.
In case you don’t have the receipt on you, here’s how Walmart incentivizes customers to take the survey:
They offer 755 individuals a chance to win a gift card to their store. 750 of these individuals are awarded $100 while a lucky 5 win a $1000 gift card. The winners are selected on a quarterly cadence and only adults—ages 18 and over—who are a permanent resident of one the 50 U.S. states, Puerto Rico, or the District of Columbia can take it. It’s also worth mentioning that the survey’s estimated time to complete is 10 minutes and the customer has to take the survey within a week of their purchase in order to be eligible for the prize.
There are numerous ways to incentivize your respondents to take your survey. Walmart chose a common tactic, known as the sweepstakes or raffle incentive.
Despite the potential value and effectiveness in using this type of incentive, there are several drawbacks:
Despite all this, Walmart doesn’t seem to be in a rush to make any changes. On the contrary, by looking at the history of their quarterly winners, you’ll find that the number has decreased from either 5 or 6 individuals in a given quarter to consistently 5 who receive the $1000 gift card.
Why is the incentive for the Walmart survey staying consistent?
It’s impossible to know for sure, but here are a few possible explanations:
Sweepstakes incentives can still be a great choice for your survey. After all, they’re more affordable than direct compensation and can improve your response rate.
Here are a few takeaways on how to create and promote your sweepstakes incentive more effectively:
Now that you’ve finished reading this article, check out your other receipts and see if they offer any surveys with big sweepstake winning potential!