Maria Vinhas Roque
Offline Consumer Experience
LinkedIn Profile
Spotlight on
Emma Sleep
How Emma Sleep Captures Customer Insights Across Europe with Grapevine Surveys
Meet Emma Sleep
Emma Sleep is a globally recognized brand known for its award-winning mattresses, designed to provide customers with the perfect night’s sleep. With a strong online presence and a growing network of physical showrooms across Europe, Emma Sleep is committed to delivering exceptional products and customer experiences.
The Challenge
As Emma Sleep expanded its retail footprint, the team wanted to gain deeper insights into customer behavior at their showrooms across Europe. Understanding what brings customers into the store, how many times they visit before making a purchase, and what role the showroom experience plays in their decision-making was crucial. To do this, they needed a scalable and efficient way to collect meaningful feedback from in-store customers.
The Solution
To tackle this challenge, Emma Sleep implemented Grapevine Surveys to create point-of-sale (POS) surveys at all major showroom locations across Europe. Each location has its own unique survey tailored to its country and store-specific needs. This level of customization is made simple with Grapevine, allowing the team to effortlessly gather valuable insights from customers in every showroom.
Maria & Tina, part of Emma Sleep’s marketing team, have been leading this initiative. They designed a detailed survey to collect vital insights that not only help improve various aspects of the business but also measure the effectiveness of there team’s marketing efforts. By analyzing responses, there team can identify areas for improvement and learn from real in-store experiences.
The Data They’re Collecting
Emma Sleep’s surveys are comprehensive, designed to track and analyze multiple aspects of customer interactions. The key data points they collect include:
Net Promoter Score (NPS)
Trackable performance data for customer satisfaction at each store.
Attribution Data
Understanding what marketing efforts led customers into the store that day.
Customer Journey Insights
How many times a customer visits before purchasing.
Brand Awareness
Whether customers were familiar with Emma Sleep before visiting the store.
Impact
Assessing whether the in-store experience influenced their decision to buy or if they would have purchased online anyway.
Open-Ended Feedback
Capturing direct suggestions from customers on how the showrooms can be improved
How They’re Collecting It
Buying a mattress is a considered purchase, often involving time spent with a sales advisor. When customers sit down to complete their order—entering delivery details and payment information—this provides the perfect opportunity to complete the survey. Since they are already engaged in the checkout process, it’s an effortless way to collect valuable insights at the point of sale.
"This wouldn’t be possible without Grapevine Surveys. It’s so simple to implement, and the team was incredibly helpful in getting everything set up"
Where do you push the response data?
With Grapevine’s Shopify Flow integration, Emma Sleep automatically pushes all survey responses into a master Google Sheet. Each store has a dedicated sheet for its survey responses, enabling store-level performance tracking and analysis. Additionally, a second master sheet consolidates NPS scores from all locations, making it easy to compare store performance at a glance.
Start Collecting Insights with Grapevine Surveys
This is just one example of the many different ways you can capture and analyse insights you collect from your customers. We love being part of your journey—from seamless setup to turning insights into action!
So if you're looking to start collecting more insights and you need a bit of help, you know where we are!