A multitude of futuristic solutions are commonly discussed to improve shopping experience and retain retail customers. But to achieve this goal, we must not neglect certain basic elements.
We often see new technologies as one of the avenues to improve customer experience. Virtual assistants, augmented reality, cashier-free stores… Several solutions are being considered to reinvent the consumer experience, whether online or in store.
According to a study conducted by Wharton School (University of Pennsylvania) and The Verde Group among 9,400 consumers, certain simple elements would be preferred.
A hassle-free experience
Regardless of the type of business you deal with, the study suggests a very simple concept: what the consumer wants above all is to avoid problems. The number one element to satisfy the latter would be a hassle-free experience with customer service.
Respondents to the study also demonstrated a preference for other down-to-earth elements, such as the presence of the desired products in inventory, simple return terms and a website that works well for e-commerce.
According to Thomas Robertson, Marketing Professor at Wharton School and Director of the Baker Retailing Center, being able to count of competent and well-trained employees is one of the keys to delivering a successful experience.
According to him, several companies operate unfortunately with a reduced staff, and this especially since the beginning of the pandemic. According to Robertson, experience in many types of businesses is likely to deteriorate if more well-trained employees are not well trained on the floor.
Free shipping, still and always requested
The study also highlights the importance consumers place on free shipping, which is also one of the most important elements in delivering a service that the authors describe as a “wow experience”.
Of course, free shipping is expensive for merchants. As for free returns of goods, we know that some people abuse them. However, over the past few years, a multitude of studies have shown each time how important delivery and free returns are to online shoppers.
Problem solved: loyal buyer
The study also points to a fact that may seem surprising. In fact, a consumer who faces a problem during a purchase but who sees it being satisfactorily resolved would be more likely to remain a loyal buyer than one who has not experienced any difficulty with the same merchant.
Of course, less than 50% of respondents who face a problem that is not resolved or is not satisfactorily resolved may not continue to deal with the merchant involved.
Even though the study emphasizes the importance of several basic elements of retail, the authors nevertheless point out the need for merchants to adapt to new trends.
