It's a refrain you hear over and over again: successful retailers are those that focus, consistently and intently, on the customer. But shoppers are a highly varied lot, and they want different things from retailers at different times and in different situations.
Retail TouchPoints decided to ask shoppers about the key decision points along their purchase journeys, surveying more than 1,000 consumers to find out what's working for them — and what isn't. The result is our first Shopper Insights Survey, and it's loaded with insights and practical tips for retailers and brands operating across brick-and-mortar, digital and mobile channels. Some key takeaways include:
- Customer Acquisition: 63% of consumers say email is the most effective tool to get them to shop at a particular retailer, but traditional broadcast media (46%), direct mail (38%) and print ads (32%) still pack a punch.
- Consideration: 66% of consumers say positive user reviews are most likely to move them toward making a purchase.
- Purchase Experience: The top in-store "deal breaker" is the lack of any endless aisle option (64%), while the most influential element when making an online purchase is free shipping (85%).
- Customer Retention And Long-Term Loyalty: 69% of consumers say not being able to reach a human being is the biggest post-sale customer service mistake retailers make.