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Customer Satisfaction With In-Store Sales Up Since 2008

Volume 2, Issue 2
January 31, 2014
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In a survey that was conducted before news broke of Target Stores’ hacking meltdown, Motorola Solutions found that overall in-store customer satisfaction has grown 23% in the last six years.

At the same time, satisfaction with the checkout process and the availability of store associates has increased 32% and 23% respectively since 2008.

Retailers need to continue to offer choice and options to shoppers across all channels – online, in-store and mobile, Motorola said. Shoppers also reported a dramatic increase in use of their smartphones for shopping-related activities including mobile couponing.

“Retailers have better equipped their stores and associates with technology in a meaningful way during the last six years, resulting in a better shopping experience and a significant leap in in-store shopper satisfaction,” said Eduardo Conrado, , senior vice president, marketing and IT, Motorola Solutions.

“By enabling more associates with technology and offering self-service shopping options, retailers are not only increasing sales but also driving greater customer satisfaction,” he added

Sixty percent of surveyed retail associates recognize the positive effect of mobile loyalty account access on the shopper experience, Motorola found.

More than eight in 10 (81%) Gen Y shoppers and nearly three-quarters (73%) of Gen X shoppers used their personal mobile device for shopping-related activities.

Retailers can recover 68% of out-of-stock (OOS) incidents if they can offer shoppers the option to order the items before leaving the store and shipping the items to their homes, Motorola said.

The survey also found that 61% of store associates offered purchase and ship options beyond traditional in-store purchases. Approximately 35% of store associates were able to offer online or mobile ordering with in-store pick up for OOS items and 30% could ship OOS items bought in-store to shoppers’ homes.

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