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What consumers aren’t telling you.

The good, the bad and the ugly of instore shopping experiences

To succeed in this new era of retail, it’s important to listen to and collect data from the non-buyers, the walkouts and walk aways… not just the people splashing the cash at the till. Here are some of the top reasons people don’t spend more time and money in store:

Unecessary queues at check out

Collecting data at the till point can be highly counter productive when you have limited shop floor staff. There is nothing more frustrating when you have armfuls of items than discovering a line of other customers waiting at check out while someone at the front spells out their email address, letter by letter, in order to be sent a customer satisfaction survey.

Consumers very quickly get fed up with queues, with recent research finding that two thirds of shoppers (69%) have decided not to buy an item because of the size of the queue in store.

Too much for the senses

We’ve all been there, you walk into a shop and you are instantly overwhelmed: the lighting, the music, the smells, the muddled displays, the confusing promotions… everything in combination makes you want to leave before you’ve even had a chance to look at what’s for sale, or find the item you went in for.

A survey last year found that a whopping 67.3% of shoppers left shops without buying anything because they couldn’t find the product they needed. Shopping now, more than ever, is about the experience, and the majority of consumers are willing to pay more if their time in store is more enjoyable.

Inconsistent experiences

Another reason potential customers turn their back on bricks and mortar stores is that the instore experience doesn’t reflect their experience online. With a new generation of ultra savvy shoppers, it has never been more important for retailers to ensure their shop floor campaigns mirror or complement what is happening on their websites and apps.

Retail marketing management technology, like Colateral, can help retailers to deliver instore promotions more quickly and effectively and ensure the customer gets a consistent experience across every touchpoint. It can also facilitate retailers in producing and implementing timely campaigns that reflect or celebrate local feelings or events.

Poor customer service

The majority of bad experiences in store are not shared with the retailer at the time, but they are frequently discussed with friends, family and colleagues, and written about in online reviews, after the event. When a customer walks due to poor service, retailers not only lose that revenue, but also the valuable word-of-mouth advertising that a satisfied customer could have provided.

With studies finding that 54% of customers (jumping to 66% of 18-34 years olds) have higher expectations for customer service than they did in the previous year, and with 40% of shoppers now saying that just one bad experience would stop them from returning to a brand, there really is no room for poor customer service.

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