What Do Consumers Want From a Retail Store?

The Motley Fool – A new survey on shopping satisfaction indicates it may not be what you think. It’s often easier to shop from home than it is to visit a store, but that does not mean brick-and-mortar retailers have no advantages over their digital rivals. Traditional stores can obviously offer shoppers the ability to handle merchandise, try it on, and see exactly what it looks like. That can minimize returns and lead to higher customer satisfaction. But it’s not the most important thing to consumers, according to a new study from BRP.

The retail management consulting firm found that 79% of survey respondents “indicated personalized service from a sales associate was an important factor in determining at which store they choose to shop.” The study also found that 64% of consumers “are comfortable with retailers identifying them via their mobile phone when they enter a store, as long as it means they are offered a personalized experience.”

Consumers want the same thing in a brick-and-mortar store, but they want personalized service from a person. That’s not as easy to deliver as technology-based suggestions, but it has the potential to be more rewarding.

“Effective customer engagement requires retailers to offer a personalized, relevant, compelling and consistent experience across channels,” said BRP Principal Ken Morris in a press release. “In today’s crowded and highly competitive market, personalization is a critical component for optimizing the customer’s shopping experience.”

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