There are many pieces of the puzzle that come into play when delivering the best shopping experience possible. Some of these pieces are more important than others, such as quick delivery times, short lines and stocked shelves. But with this in mind, what do customers really expect when shopping?
According to recent research conducted by TimeTrade, a provider of online appointment scheduling, there is a growing disconnect between shoppers’ in-store service expectations and retailers’ current service offerings.
Why is this occurring? The most compelling piece of evidence indicates that the emergence of the on-demand economy has given in-store shoppers more leverage, often heightening their overall expectations. When shoppers go online, their list of possibilities and demands can be lengthy, especially when businesses are driving sales over the web. When shoppers then enter brick and mortar locations, many have the same, if not higher expectations.
The report found that:
- Only 27 percent of consumers believe big-name brands try and provide VIP-like service.
- During in-store experiences consumers most highly value “prompt service,” “personalized experience” and “smarter recommendations.”
- Lack of prompt service while using a dressing room will cause up to 85 percent of consumers to leave without making a purchase.
- Only 27 percent of consumers believe retailers provide a consistent customer service experience, while 51 percent of retailers believe they have found success in this area.
“Stores will remain the top shopping channel in 2016, but omnichannel retail will play a key role in driving the changing shopping experience. Retailers must evolve their approach to meet the rising expectations of today’s digitally savvy and increasingly informed consumer,” said Gary Ambrosino, CEO of TimeTrade.
As customers expect more, more must be awarded to returning patrons to continue financial gain.