It’s an important time of year for retailers. The excitement of major product launches and new versions of old products coming onto the market meets the possibility of success over the upcoming holiday season.
What can retailers put in place to ensure that enthusiastic consumers head in the direction of their retail stores?
AchieveGlobal recently conducted extensive research in this area, and the findings are summarized in our research report, Customer Experience as the Final Retail Frontier: Mitigating Price Factors By Delivering What Consumers Really Want in the In-store and Online Experience.
To complete this report, we surveyed nearly 2,500 consumers across the United States to uncover feelings about their favorite retailers and to learn about their online and in-store shopping experiences.
Perhaps reflective of today’s mid- to post-recession climate, consumers who participated in the survey indicated that important characteristics of their favorite retail store include:
- Ease of doing business
- Availability of what’s needed
One important finding was that most customers prefer to shop in a store.
And, a large percentage of consumers who do shop online really prefer to comparison shop online first, but still will venture into a store to make the actual purchase.
The reality is, in order to maximize the number of retail customers online and in-store, retailers must deliver a positive and complete, multi-channel customer experience across all channels through which products and services are distributed. The retailer that builds a strong brand and stays focused on customers at every interaction will likely attract and retain customers in the long run. And that adds up to customer loyalty, increased holiday share-of-wallet and long-term success.
Next week, my post will focus on what retail customers want and reasons behind why they prefer to buy in store.
Sharon Daniels is CEO of AchieveGlobal in Tampa, Florida