Execution Keeps Customers Coming Back
By George Anderson
Promotions may get consumers through the door but, to keep them coming back, stores need to execute in the areas most important to shoppers.
A new study conducted by Harris Interactive and commissioned by StorePerform Technologies found that the typical adult in the U.S. will make a trip to a store at least eight times during the year to take advantage of a sales promotion.
These same adults, however, while taking advantage of the promotion say it is not the most important factor in their decision to continue returning to the store. Eight-six percent said a well-stocked store was very important or important; 73 percent wanted a store that was easy to get around and 69 percent cited sales floor help.
Eighty-three percent of respondents said they were very likely or likely to shop at a store that delivered a consistent (good) shopping experience. Nearly half (48 percent) said they would take their business elsewhere if they good not expect consistently good performance from a store.
Among the pet peeves of consumers were: Poor service from floor associates (43 percent); the appearance/cleanliness of the store (21 percent); and out-of-stocks (15 percent). Twenty-three percent reported having trouble find advertised items in the store.
Moderator’s Comment: How is it that within the same company, one store may execute very well while others do not? What do stores need to execute at a
level that consistently meets or exceeds shoppers’ expectations? –
George Anderson – Moderator