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Posts tagged ‘customer experience’

How do retailers make you stop shopping?

mall shopperOur  Holiday 2013: Top Trends to Watch survey findings add to the growing industry evidence that shoppers will make purchasing decisions leveraging multiple channels this season. In fact, 66 percent of Americans said that they will order online and ship to home or offices – and 25 percent noted that they will order online and pick up at stores.

The survey further reveals that it will take an average of 2.2 negative shopping experiences for Americans to stop purchasing from a retail brand — across any channel. More than two-thirds of Americans (68 percent) agree that a negative shopping experience within a single channel negatively impacts their perception across all shopping channels including physical stores, online, mobile, phone centers, and catalog.

In the wake of the controversy in the US about Thanksgiving Day openings, it’s also interesting to reflect on these data points from the survey:

  • Regarding factors that contribute to positive shopping experiences across all channels, the top three as identified by American consumers as being at least somewhat important are: inventory availability (98 percent); speed of delivery and pick up (96 percent); and sales associate interaction (90 percent).
  • Interestingly, 79 percent of Americans who shop in stores believe that interaction with knowledgeable, friendly sales associates while shopping, picking up an online order, or even returning an item, are at least somewhat likely to make them purchase an additional item, beyond their original intended reason for going to the store.

Those employee interactions still matter very much to driving top line revenue.  It will be interesting to see how well retailers are able to balance revenues vs. employee morale as the trend to staying open on holidays continues.

 

Getting to Know You – Kronos Customer Experience 2012

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I’ve had the pleasure of meeting with a few hundred Kronos customers over the past week in New York City, Milwaukee, and Columbus (Ohio). Annually, we host about 25 free one-day conferences around the US to provide our customers with an opportunity to learn, network, and give us their feedback. This is in addition to our annual customer conference – a three-day extravaganza that many customers have a hard time acquiring budget to attend. As a Kronite (yes, that’s what we call ourselves) who spends much of my time trying to figure out how to educate customers about what we have to offer, it’s a great opportunity to have conversations with people whose day jobs depend on us delivering a great experience.

The central conundrum of marketing is that too much communication turns people off, yet despite the tsunami of information we send to our customers, many are still unaware of our ability to help them in meaningful ways. We email, tweet, Facebook, YouTube, and enable our sales and service folks to tell our stories. And still those stories don’t reach everybody who’d like to hear them. At these conferences, though, we welcome a diverse set of customers who are hungry to learn what they don’t know and take it back to their organizations.

I’m part of a great team who do excellent work helping to tell the Kronos story through all the one-to-many channels mentioned above. But there will never be a substitute to experiencing those “aha” moments in person.