Shopping Becomes More About The Store Experience Than the Brands They Carry

Here’s an interesting study by Nunwood on why consumers shop where they shop. (Nunwood is a consultancy that manages and measures customer experience for various retailers and utility companies.

From the news release:

“A consumer study of America's leading brands has shown that the retailers driving economic and sector growth are doing so by creating a sense of theatre around their in-store experiences.

Half of the top 100 companies overall are retailers. Within the Top 10, four - Wegman's - 4th, Publix - 5th, Trader Joe's - 6th and HEB - 10th - were set apart by creating what the report describes as "dramatic, theatrical experiences for customers.”

(Side note: Only HEB and Trader Joe’s have a Texas presence.)

David Conway, senior partner at Nunwood, said, “Those retailers who create a compelling sense of theatre for their customers are outperforming the sector average by between 8 percent and 12 percent when it comes to customer experience. These are overwhelmingly nimble, privately owned businesses that have remained close to their customers and invested in staff culture.

“As the impact of e-commerce and m-commerce continues to grow, it's those retailers that still see staff as a cost to be driven down, rather than a lever of growth, who will face serious challenges. Minimum wage retail jobs simply don't make sense anymore.”

(Side note: e-commerce refers to purchases made online from a computer; m-commerce refers to purchases made from a mobile device, such as a smart phone or a tablet.)

"By combining investment in great staff with careful design of theatrical experiences, some American retailers are bucking the trend - outstripping modest sector growth, and creating jobs.

“The report also reflects recent criticism of Apple over low levels of pay in its retail division - which, while still a top performer - has dropped from 10^th place across all sectors in 2011, to 37^th place in 2012. Apple has responded to this criticism with snap pay rises of up to 25 percent and it will be interesting to see how this affects their scores next year.”

The Customer Experience Excellence study is an annual report created by Nunwood. It looks at more than 100,000 customer comments and covers every major brand in the United States. Comments regarding the brands are analyzed and used to score the brand against six criteria that Nunwood uses to assess the quality of customer experience. These are: valuing a customer's time, demonstrating empathy, resolving issues, matching the customers' expectations, personalizing service and demonstrating corporate ethics.

See the full report here. It’s a quick, but fascinating read.

Source Nunwood via  PR Newswire (http://s.tt/1gWzc)