Fall Assessment Update—New Opportunity

The Spring Assessment concludes at the end of the week and the Fall Assessment will run September through October. This fall, IGA retailers have the option to opt in for the Voice of the Consumer survey, which will provide valuable shopper insights.

Voice of the Consumer

Why add the Voice of the Consumer to the assessment? IGA is moving toward an assessment model where scores from the local in-store shop and Voice of the Consumer survey combine to create a final score for Five Star recognition. The shopper feedback from the survey will help retailers:

• Better understand their overallcustomer experience with insights from a wider customer base
• Identify specific customer needs, preferences, and pain points
• Quickly take action to address specific issues important to their customers

It also provides more balanced and realistic assessment results, which in turn provides a better path for store improvement and overall improved performance for all stores across the Alliance.

Criteria for the Voice of the Consumer survey are determined by Trax, the National Retailer Advisory Board (NRAB), and a special Assessment committee made up of IGA retailers.

How it Works

1. IGA provides the retailer with a QR code and link to the survey site; the retailer adds this QR code and/or link to their receipts.
2. Customers provide feedback via the survey.
3. Trax provides quality assurance.
4. IGA reports the findings to the retailer.

Retailers will receive a summary of each question and the results. The report will contain scores as well as customer information (name, address, phone, email etc.) in case the store would like to follow up with the customer.

How to Opt In to the Voice of the Consumer Survey for Fall 2025

To participate, retailers must opt in by completing this form by August 15 and commit to promoting the survey in-store. In-store promotion includes educating your employees on the survey (what it is, why you’re doing it, and how to talk to customers about it) and offering your shoppers an incentive to complete the survey.

"We suggest offering a $100-200 prize or gift card to a randomly-selected shopper who completed the survey, as it will better entice shoppers to complete the survey," Retail Learning Institute President & CEO Dr. Paulo Goelzer said.

Goelzer said the optional participation in the Voice of the Consumer survey this fall serves as practice for next year.

"By opting in to the Voice of the Consumer survey portion of the assessment, your store gains the opportunity to prepare for the 2026 Five Star Certification, where the Voice of the Consumer survey will be required to achieve Five Star status," he explained.

As an added bonus, the top 50 stores with the most survey responses will receive $100 to offset their shopper incentive costs.

IGA will provide messaging and marketing tips, though materials must be created by the store. Please note that retailer buy-in is critical to make this effort a success.

The fall 2025 assessment will run in September and October, and retailers who opt in to the Voice of the Consumer Survey will receive those results in November. In early 2026, Five Star winners will be announced.

For more information on the IGA Assessment, click here. Questions about the Voice of the Consumer Survey? Contact IGA Retail Learning Institute Learning and Development Director Jason King.