Reserach results from the study were outlined in Getting to “Wow”: Consumers Describe What Makes a Great Shopping Experience published at Knowledge@Wharton.
What is interesting in this article is their list of five major areas that contribute to a great shopping experience:
Engagement: being polite, genuinely caring and interested in helping, acknowledging and listening.
Executional excellence: patiently explaining and advising, checking stock, helping to find products, having product knowledge and providing unexpected product quality.
Brand Experience: exciting store design and atmosphere, consistently great product quality, making customers feel they’re special and that they always get a deal.
Expediting: being sensitive to customers’ time on long check-out lines, being proactive in helping speed the shopping process.
Problem Recovery: helping resolve and compensate for problems, upgrading quality and ensuring complete satisfaction.
Great shopping experiences are those we talk about to others.
Retailers trading under a common shingle - the various newsagency brands or just the word newsagency - need to collectively agree standards and strategies which drive great shopping experieences and commit to relentless pursuit of these standards and the implementation of the strategies.
Too many newsagencies are run by people who prefer process work over business leadership, people who have bought an income and not a business.
The strength of our future as a retail channel depends on how many of us want to provide a great shopping experience.
How does your business shape up ?
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