In-Store
Outdoor
Insights
September 2014
RETAIL INDUSTRY INSIGHTS FOR TODAY’S RETAILERS AND CPGS
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ex ealeD KEEPS E.
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r DRIVES AYNOUR STOR
WHAT PERS IN
SHOP
The in-store experience revealed:
What drives and keeps shoppers in your store.
People don’t realize their own breath smells. Nor do they realize their house
smells like their pets. As individuals we become so accustomed to our immediate
surroundings, it’s not difficult to see how retailers do the same with their own store
environment and miss the very things that end up sending once loyal shoppers
straight to competitors.
We all know the first challenge is getting shoppers into your store. However, the
second and perhaps more important challenge is keeping those customers coming
back. Shoppers say that price, product and location is what initially gets them in
the store—but the retail experience is what motivates them to return.
Get This!
We’ve identified some
insightful and sometimes
surprising statistics.
Opportunity!
This survey is chock-full of
opportunities for retailers,
let us know if we can help
with solutions!
We asked shoppers what aspects of the retail experience are most important to
them and they answered. So, listen up and read on. Here’s what shoppers really
want from their grocery stores—and yes a good smelling store tops the list.
September 2014
OVERALL CUSTOMER EXPERIENCE
Create the right environment and shoppers say they’ll keep coming back.
Beyond price, product, and location what encourages shoppers to return?
Here’s how shoppers ranked the most important aspects of the retail experience:
1. A CLEAN STORE
2. A POSITIVE CHECKOUT
EXPERIENCE
3. FRIENDLY AND
KNOWLEDGEABLE
ASSOCIATES
4. OPPORTUNITIES TO
GIVE FEEDBACK
2
STORE CLEANLINESS
More than 22% of all shoppers say
they shop at a competitor versus their
local grocery store due to cleanliness
issues. An additional 18% will continue
to occasionally shop at their local store,
but only use it for quick in-and-out trips.
Opportunity!
Of those who have chosen to shop at a competitor
due to unmet cleanliness expectations
93%
would return if that retailer
made cleanliness a priority
A
CLEANLINESS
Almost 75% of shoppers agree on the
top 5 indicators of cleanliness:
1. Clean smelling store
2. Well-lit environment
3. Clean checkout area
4. Neat and orderly product displays
5. Well-maintained restrooms
© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com
3
THE CHECKOUT PROCESS
55% are dissatisfied with the checkout
experience at their local grocery store
23% CHOOSE TO REGULARLY SHOP
AT A COMPETITOR BASED ON UNSATISFACTORY
CHECKOUT EXPERIENCES
Get This!
AND A STAGGERING 97% OF THOSE SHOPPERS WOULD RETURN
TO THEIR LOCAL STORE IF THE STORE MORE CLOSELY MONITORED
CHECKOUT LINES
45.5%
say a dedicated
bagger is important
to a positive retail
experience
33%
say mobile
checkout is an
important part
of their retail
experience
Opportunity!
Only 38% of shoppers know that their retailer
has a policy to address long checkout lines
© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com
4
STORE ASSOCIATES
54% say their local grocery store employs
associates who don’t meet their expectations
#1 Friendliness
#2 Knowledge
#3 Easily Accessible
Get This!
25% HAVE CHOSEN TO SHOP AT A COMPETITOR
DUE TO DISSATISFACTION WITH STORE ASSOCIATES
Opportunity!
91% of shoppers
who go to a
competitor would
be more likely to
return to the
original retailer if
store associates
were more closely
monitored
FEEDBACK
46% of shoppers won’t tell you if they have a negative
experience in your store. So what do they do? They head
to the arms of their competitors!
More than 22% go to a competitor when dissatisfied with cleanliness
23% go to a competitor when dissatisfied with the checkout experience
25% go to a competitor when dissatisfied with store associates
ARE YOU SEEING A TREND?
Of those who do give you feedback, 39% prefer to do so
via receipt survey and 19% will take their complaints to social media
Opportunity!
Competitor
67% of those that haven’t been offered a receipt
survey would like the option of having one
© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com
5
About Us
In-Store
Interactions is the global leader in
innovative retail solutions including product
demonstrations, event marketing, consumer
insights and merchandising services.
Interactions works with the world’s leading
retailers and CPGs to execute in-store
merchandising programs and approximately
3 million events every year.
Outdoor
We offer integrated sales and marketing
programs that engage shoppers in-store
and outdoor, and provide insights into
shopper behavior and customer service that
enable retailers and brands to make smarter
business decisions and drive significant
sales increases.
Insights
Founded in 1988, the company has offices
around the globe and operates in North
America, Europe, South Africa, Australia
and Asia.
For more information, visit
interactionsmarketing.com.
For more information, contact:
InteractionsMarketing.com
Kelly Short
Director, Global Communications
[email protected]
858.581.8886
This primary research was conducted in July 2014 by Interactions with a representative sample of men and
women, between the ages of 18-64, across all geographies, income levels and ethnicities within the United
States. For more information on how to make this data work for you, visit www.interactionsmarketing.com.
This document is the result of primary research performed by Interactions Consumer Experience Marketing, Inc. Interactions’ methodologies provide for objective fact-based research
and represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this of this publication are copyrighted by Interactions and may not be
reproduced, distributed, archived, or transmitted in any means without prior written consent by Interactions.