The study focused on how shoppers define great retail experiences, how frequentlythey occur, and which great experiences matter most to loyalty and a store’s bottom line?
The results?
Great shopping brings back shoppers
75% of shoppers who have enjoyed a great experience with a specific retailer definitely intend to return to that retailer the next time they need a similar product or item. When shoppers encounter merely “standard” experiences at a store, their likelihood to return drops by over 65%.
A great shopping experience drives store advocacy
When a shopper enjoys great shopping, they are almost 80% more likely to definitely recommend the store to their friends and associates than those shoppers who experience “standard shopping.”
Shoppers talk about their great experinces.
Nearly 80% of shoppers who enjoy a great shopping experience will talk about it with their friends and associates. When they talk, they talk widely: on average, they’ll tell between four and five other people about their experience. And volume makes a difference. The higher the number of elements in a shopper’s great shopping experience, the more people they tell about the experience.
So what are the 5 critical elements behind a great shopping experience?
1. Engagement: being polite, genuinely caring and demonstrating sincere interest in helping, acknowledging and listening.
2. Executional excellence: patient explanation and advice, checking stock, helping find products, having product knowledge and providing unexpected product quality.
3. Brand experience: exciting store design, consistently great product quality, making customers feel they’re special and that they always “get a deal.”
4. Expediting: being sensitive to customers’ time and long check-out lines, and being proactive in helping speed up the shopping process.
5. Problem recovery: helping resolve and compensate for problems, upgrading quality and ensuring complete shopper satisfaction.
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