Professional Jeweler Archive: In-Store Experience Counts Most

March 2005

The Store | Image

In-Store Experience Counts Most

Promotions may drive consumer traffic, but a consistent in-store experience drives loyalty

Retailers who focus on creating a consistently positive shopping experience in their stores reap the greatest benefits of consumer loyalty, according to a consumer habits survey commissioned by StorePerform Technologies and conducted by Harris Interactive.

The survey, reported by Display & Design Ideas magazine, found a retailer’s successful execution of critical in-store operations and initiatives is more important in creating customer loyalty than providing discounts and promotions.

According to the survey, U.S. adults reported visiting stores an average of eight times in the past year specifically to take advantage of promotions; 61% of respondents said these promotions were very important or important in terms of influencing their decision to stop by.

But other in-store features were more crucial to them, the survey found. Among other factors that influence their loyalty to a particular retailer:

  • 86% cite a well-stocked store as important or very important.
  • 73% say an easy-to-navigate layout is important or very important.
  • 69% say sales floor assistance is important or very important.

Copyright © 2005 by Bond Communications