Many a retailer has learned the hard way it doesn’t take much to lose a customer. The Holiday 2013: Top Trends to Watch survey, commissioned by workforce management solutions company Kronos and conducted online by Harris Interactive, shows it only takes an average of 2.2 negative experiences for Americans to stop purchasing from a retail brand across any channel.

Underscoring the urgency of a seamless omnichannel experience, more than two-thirds of Americans (68%) agree that a negative shopping experience within a single channel negatively impacts their perception across all shopping channels, including physical stores, online, mobile, phone centers and catalog.

The survey findings add to growing industry evidence that shoppers will make purchasing decisions leveraging multiple channels this season. In fact, 66% of Americans said that they order online and ship to home or offices—and 25% noted that they order online and pick up at stores.

“The margin of error when it comes to customer satisfaction and brand loyalty is continually shrinking, and the new survey puts some hard numbers around this disposition in retail,” said Liz Moughan, director of Kronos’ retail and hospitality practice group.

A key target demographic for retailers—millennials—is especially influenced by negative experiences, according to the survey. From this demographic, 78% of men and 80% of women are likely to completely stop shopping at a retailer as a result of a negative shopping experience across any channel.

Inventory availability (98%), speed of delivery and pick-up (96%) and sales associate interaction (90%) were the top three elements identified by consumers as being at least somewhat important to a positive shopping experience.

Interestingly, 79% of Americans who shop in stores believe that interaction with knowledgeable, friendly sales associates while shopping, picking up an online order or even returning an item are at least somewhat likely to make them purchase an additional item, beyond their original intended reason for going to the store.

“The combination of the government shutdown, a millennial population to appease and the need to get a handle on omnichannel could make this holiday season a difficult one for many retailers,” Moughan added. “Fortunately, many have embraced the power of omnichannel and are well-positioned to capture the wallets of consumers, not just during the holiday season, but keep shoppers loyal to their brand well into the future.”

Editor's note: Learn more about creating a seamless, omnichannel experience for your store in our new Retail Successentials column in the upcoming January 2014 issue of Christian Retailing.

• Prev
• Next