InsightsOutdoorIn-Store

September 2014

RETAIL INDUSTRY INSIGHTS FOR TODAY’S RETAILERS AND CPGS

WHAT DRIV

ES AND KEE

PS

SHOPPERS

IN YOUR S

TORE.

The in-store

revealed:experience

2

The in-store experience revealed: What drives and keeps shoppers in your store.People don’t realize their own breath smells. Nor do they realize their house smells like their pets. As individuals we become so accustomed to our immediate surroundings, it’s not difficult to see how retailers do the same with their own store environment and miss the very things that end up sending once loyal shoppers straight to competitors.

We all know the first challenge is getting shoppers into your store. However, the second and perhaps more important challenge is keeping those customers coming back. Shoppers say that price, product and location is what initially gets them in the store—but the retail experience is what motivates them to return.

We asked shoppers what aspects of the retail experience are most important to them and they answered. So, listen up and read on. Here’s what shoppers really want from their grocery stores—and yes a good smelling store tops the list.

This survey is chock-full of opportunities for retailers, let us know if we can help with solutions!

We’ve identified some insightful and sometimes surprising statistics.

September 2014

Opportunity!

Get This!

OVERALL CUSTOMER EXPERIENCE

4. OPPORTUNITIES TO GIVE FEEDBACK

1. A CLEAN STORE

2. A POSITIVE CHECKOUT EXPERIENCE

3. FRIENDLY AND KNOWLEDGEABLE ASSOCIATES

Create the right environment and shoppers say they’ll keep coming back. Beyond price, product, and location what encourages shoppers to return? Here’s how shoppers ranked the most important aspects of the retail experience:

© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com 3

Opportunity!

CLEANLINESS

AOf those who have chosen to shop at a competitor due to unmet cleanliness expectations

would return if that retailer made cleanliness a priority

More than 22% of all shoppers say they shop at a competitor versus their local grocery store due to cleanliness issues. An additional 18% will continue to occasionally shop at their local store, but only use it for quick in-and-out trips.

Almost 75% of shoppers agree on the top 5 indicators of cleanliness:

1. Clean smelling store

2. Well-lit environment

3. Clean checkout area

4. Neat and orderly product displays

5. Well-maintained restrooms

STORE CLEANLINESS

93%

© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com 4

55% are dissatisfied with the checkout experience at their local grocery store

Only 38% of shoppers know that their retailer has a policy to address long checkout lines

Opportunity!

© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com

AND A STAGGERING 97% OF THOSE SHOPPERS WOULD RETURN TO THEIR LOCAL STORE IF THE STORE MORE CLOSELY MONITORED CHECKOUT LINES

Get This!

45.5% say a dedicated bagger is important to a positive retail experience

33% say mobile checkout is an important part of their retail experience

THE CHECKOUT PROCESS

23% CHOOSE TO REGULARLY SHOP AT A COMPETITOR BASED ON UNSATISFACTORY CHECKOUT EXPERIENCES

More than 22% go to a competitor when dissatisfied with cleanliness23% go to a competitor when dissatisfied with the checkout experience25% go to a competitor when dissatisfied with store associates

© 2014 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com 5

54% say their local grocery store employs associates who don’t meet their expectations

Opportunity!

25% HAVE CHOSEN TO SHOP AT A COMPETITOR DUE TO DISSATISFACTION WITH STORE ASSOCIATES

Get This!

FEEDBACK

33% say mobile checkout is an important part of their retail experience

91% of shoppers who go to a competitor would be more likely to return to the original retailer if store associates were more closely monitored

67% of those that haven’t been offered a receipt survey would like the option of having one

#1 Friendliness#2 Knowledge#3 Easily Accessible

STORE ASSOCIATES

ARE YOU SEEING A TREND?

Opportunity!

Of those who do give you feedback, 39% prefer to do so via receipt survey and 19% will take their complaints to social media

Competitor

46% of shoppers won’t tell you if they have a negative experience in your store. So what do they do? They head to the arms of their competitors!

This document is the result of primary research performed by Interactions Consumer Experience Marketing, Inc. Interactions’ methodologies provide for objective fact-based research and represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this of this publication are copyrighted by Interactions and may not be reproduced, distributed, archived, or transmitted in any means without prior written consent by Interactions.

Interactions is the global leader in innovative retail solutions including product demonstrations, event marketing, consumer insights and merchandising services.

Interactions works with the world’s leading retailers and CPGs to execute in-store merchandising programs and approximately 3 million events every year.

We offer integrated sales and marketing programs that engage shoppers in-store and outdoor, and provide insights into shopper behavior and customer service that enable retailers and brands to make smarter business decisions and drive significant sales increases.

Founded in 1988, the company has offices around the globe and operates in North America, Europe, South Africa, Australia and Asia.

For more information, visit interactionsmarketing.com.

InteractionsMarketing.com

This primary research was conducted in July 2014 by Interactions with a representative sample of men and women, between the ages of 18-64, across all geographies, income levels and ethnicities within the United States. For more information on how to make this data work for you, visit www.interactionsmarketing.com.

About Us

For more information, contact: Kelly ShortDirector, Global Communicationskshort@interactionsmarketing.com858.581.8886

In-StoreOutd

oor

Insights