New Retail Study Finds Not All "Great Shopping" Experiences Drive Shopper Loyalty
Jul 16 2009
Retail Wrap >>

According to the findings of a study entitled “Great Retail Shopping Experiences in North America" not all great experiences deliver impact for retailers in terms of shopper loyalty and intent to return. In fact, of the 26 "great shopping experiences" assessed in the study, fewer than half measurably improved loyalty. 

The study found that great shopping happens frequently and that it occurs when a number of things go well for the shopper.

The study determined that there are five categories of great shopping experiences:

• Engagement - being polite, genuinely caring and interested in helping, acknowledging and listening
• Executional Excellence - patiently explaining and advising, checking stock, helping find products, having product knowledge, providing unexpected product quality
• Brand Experience - exciting store design/atmosphere, consistently great product quality, making customers feel they're special and that they always get a deal
• Expediting - being sensitive to customers' time and long check-out lines, being proactive in helping speed up the process
• Problem Recovery - helping resolve and compensate for problems, upgrading quality and ensuring complete satisfaction

Customers who have enjoyed a "WOW" experience are over 75% more loyal to a given store than customers who have not enjoyed "WOW" shopping. However, only "Brand Experience" and "Engagement" elements measurably build shopper loyalty. Ultimately, "Brand Experience" is the most critical quality, nearly 40% more important than the next closest factor.

Adapted from Source: www.retailsolutionsonline.com, 7 July 2009