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Retail customer experience survey template for store visits

Twelve questions a shopper answers on their phone in about two minutes, whether or not they bought anything.

  • 12questions
  • About 2 minto answer
  • Question 1names the store
  • Question 2buyers and browsers
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Retail Customer Survey · answer to move through it
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Question 1 of 12 Which store
Which of our stores did you visit?
Downtown store
Shopping mall store
Outlet store
Another one of our stores
Question 2 of 12 Buyers and browsers
Did you buy anything on this visit?
Yes, I bought something
No, I left without buying anything
No, I was picking up an order I had already paid for
Question 3 of 12 The errand
The store had what I came in for.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 4 of 12 The errand
It was easy to find my way around the store.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 5 of 12 If you wanted help
When I wanted help, I could find someone who works there.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 6 of 12 If someone helped you
The person who helped me knew the products.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 7 of 12 The place
The store was as clean as I expected.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 8 of 12 If you paid
Checking out was quick.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 9 of 12 If you did not buy
If you left without buying anything, what stopped you?
Question 10 of 12 Your words
What is the one thing you would change about this store?
Question 11 of 12 Coming back
I would shop at this store again.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 12 of 12 Overall
Overall, this visit went the way I wanted.
1
2
3
4
5
Strongly disagreeStrongly agree

The 12 retail customer survey questions

A retail customer experience survey asks a shopper about one visit to one of your stores, from finding what they came for to paying, and whether they would come back. These twelve work for shoppers who bought and shoppers who did not, and a quick survey maker opens them ready to rename your stores.

Plain text, one question per line, with the answer scale.

Which store, and whether they bought

Two taps that sort every answer below. When the order was placed online, the post-purchase survey follows it from checkout to delivery.

  1. Which of our stores did you visit?Choose one, requiredeach store on its own; rename the options first.
  2. Did you buy anything on this visit?Choose one, requiredbuyers apart from browsers; pickups kept apart.

The visit

Six ratings on one agree scale. The three marked optional fit only some visits. In a car showroom, the car dealership survey follows one sale to the handover of the keys.

  1. The store had what I came in for.5-point agree scale, requiredstock; low from browsers means a missing product.
  2. It was easy to find my way around the store.5-point agree scale, requiredlayout; low with a high question 3 means signage.
  3. When I wanted help, I could find someone who works there.5-point agree scale, optionalstaffing on the floor, as shoppers met it.
  4. The person who helped me knew the products.5-point agree scale, optional
  5. The store was as clean as I expected.5-point agree scale, required
  6. Checking out was quick.5-point agree scale, optional

In their own words

A box for the shopper who left without buying, and a box for everybody.

  1. If you left without buying anything, what stopped you?Open text, optionalwhy a browser walked out, in their own words.
  2. What is the one thing you would change about this store?Open text, optionalthe fix shoppers ask for most; count the repeats.

Coming back

Two outcome ratings to close, kept apart from the six above. For the whole path from first visit to repeat purchase, send the customer experience survey.

  1. I would shop at this store again.5-point agree scale, requiredreturn intent for this one store.
  2. Overall, this visit went the way I wanted.5-point agree scale, requiredthe whole visit; set it beside questions 3 to 8.

Swap-in items

Add the ones that fit your store.

  1. Trying things on was easy.5-point agree scale, swap-in stores with fitting rooms
  2. The prices on the shelf matched what I paid.5-point agree scale, swap-in buyers only
  3. The fresh food was in good condition.5-point agree scale, swap-in grocery stores
  4. Parking was easy.5-point agree scale, swap-in stores with a parking lot

Where to put the code and how to read it

Turn the survey link into a QR code and print it where every shopper passes: the door, a shelf card, the fitting-room mirror, a bag insert. Then the shopper who left without buying can answer too, and question 9 is written for them. About nine in ten US adults own a smartphone,[1] so almost anyone who walks in can scan it. It asks no name or email.

Read the answers in two cuts. Split by question 2 first, because a buyer and a browser describe different visits, then by question 1, one store at a time. Put every low rating beside the open answers from the same store. To score each store against your own checklist, send a briefed visitor with the mystery shopper questions.

A shop front with a wide stream of dots passing a coral panel by the door to a large card, and a thin line from the register to a small card
A code by the door hears from everyone who came in, including shoppers who never reached the register.

Retail customer survey FAQ

What questions should a store survey ask?

Start with which store and whether they bought. Then rate stock, layout, help, cleanliness and checkout on one agree scale, ask what stopped a browser from buying and close on coming back. To learn who your shoppers are, send the customer profile survey questions.

Can I use this survey for a grocery store?

Yes. Rename the options in question 1 to your branches and add the fresh food swap-in. Shoppers picking up an online order choose the third option in question 2, so their answers stay apart from shopping trips.

How do you compare results across store locations?

Filter the results by question 1 and read each store on its own. Compare one question at a time across stores, such as stock or checkout, then read the open answers from the lowest-rated store first.

Related templates for stores and shoppers

For shoppers who order online or book ahead, browse the customer satisfaction survey templates.

MarketingMystery Shopping FormWhen a briefed shopper records what happened, as observation rather than as an opinion of the visit.14 questions, 4 min SatisfactionCar Dealership SurveyWhen a buyer rates one car purchase, from the first reply to the handover of the keys.15 questions, 4 min SatisfactionCustomer Experience SurveySent once across every stage a customer passed, to find which stage deserves a survey of its own.16 questions, 4 min SatisfactionPost-Purchase SurveyAfter one order: three short sends at the checkout, on delivery and two weeks later, with no single score.14 questions, 4 min MarketingCustomer Profile SurveyWhen you want to know who your customers are and what they came to you for.15 questions, 5 min SatisfactionRestaurant SurveyWhen the visit ended in a meal and the diner is the one answering.12 questions, 2 min

Michael Hodge, survey methodology · Updated 26 September 2026 · How templates are reviewed

Sources (1)
  1. Pew Research Center. "Mobile Fact Sheet." Survey of U.S. adults, 2025. pewresearch.org

Put the code by the door

Twelve questions a shopper can finish on their phone before they reach the parking lot.

Use this template