Retailer Survey: Customer Satisfaction Remains Top Priority

For many retailers, supply chain optimization and employing efficient in-store strategies are key in developing a streamlined purchasing process. Although optimizing the shopping experience is important, companies are focused on engaging shoppers and converting them into loyal brand customers. In a recent Customer Engagement survey conducted by Retail TouchPoints, 64% of respondents agreed that customer engagement and satisfaction is a higher priority than other company concerns including cost reductions, supply chain optimization, domestic expansion and brand recognition.

Some other key survey findings include:

  • A majority of survey respondents (64%) reaffirmed the importance of employing a customer engagement strategy to retain existing customers, over acquiring new customers (44%).
  • Increasing brand loyalty also was a key topic of interest to 44% of retailers.
  • To maximize brand awareness, most retailers (64%) have employed a social media strategy to engage new and existing customers, and find it important to analyze platform conversions and respond to customer questions or complaints.
  • Retailers surveyed track and measure all CEM initiatives through customer analytics (66%) and social media monitoring (40%).
  • Overall, retailers found social media (50%), mobile technology (44%), and email marketing (50%) to be imperative engagement channels, while deploying in-store kiosks was least relevant (34%) related to current retail strategies.

Geo-Location Marketing, Social Commerce And Tablets On The Back Burner

Despite the increased discussion of cross-channel strategies and a seamless brand experience, 44% of survey respondents find cross-channel consistency unnecessary in engaging customers. Mobile and Facebook commerce were two particular trends overlooked by retailers, with more than 60% of respondents claiming they have no plans to adopt a branded mobile storefront, and nearly 55% saying a Facebook storefront or social shopping channel wouldn’t be executed. Location-based technology also was a minor player, with only 23.8% of retailers implementing a strategy. Respondents utilizing geo-location applications provide shoppers with incentives (73.3%) and targeted coupons (60%) to drive purchases and increase engagement.


Tablet devices and mobile POS systems are developing trends helping to optimize the in-store experience. Although retailers including Sprint and JCPenney have adopted the technology, almost 61% of respondents note they don’t anticipate using tablets, handheld computers, mobile POS, kiosks or smart phones for in-store strategies in the near term. Companies that are planning to utilize enterprise mobility in-store are focusing on smart phones (63.6%), tablet devices (54.5%), and mobile POS (45.5%) for brick and mortar engagement strategies.

To receive a complimentary copy of the complete Retail TouchPoints Customer Engagement Survey report, please click here.

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