A new survey, titled "Holiday 2013: Top Trends to Watch" commissioned by Kronos Incorporated and conducted online by Harris Interactive, reveals that it will take 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 omni-channel experience, more than two-thirds of Americans (68 percent) 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.
News Facts
The "Holiday 2013: Top Trends to Watch" survey findings add to the growing industry evidence that shoppers will make purchasing decisions leveraging multiple channels this season. In fact, 66 percent of Americans said that they will order online and ship to home or offices – and 25 percent noted that they will order online and pick up at stores.
The new survey also shows that a key target demographic for retailers — millennials — are especially influenced by negative experiences. 78 percent of men and 80 percent of women representing this demographic are likely to completely stop shopping at a retailer as a result of a negative shopping experience across any channel.
Regarding factors that contribute to positive shopping experiences across all channels, the top three as identified by American consumers as being at least somewhat important are: inventory availability (98 percent); speed of delivery and pick up (96 percent); and sales associate interaction (90 percent).
Interestingly, 79 percent 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.
Supporting Quotes
Liz Moughan, director, retail and hospitality practice group, Kronos
"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. The combination of the government shutdown, a millennial population to appease, and the need to get a handle on omni-channel could make this holiday season a difficult one for many retailers.
"Fortunately, many have embraced the power of omni-channel 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."
