Ask and you shall (usually) receive.
According to research from Accenture, 35 percent of millennials and 40 percent of Gen Zs say they often or very often provide retailers with direct feedback when prompted. Make the most of this opportunity, especially with the younger part of your customer base, by gathering valuable insights whenever possible. The more you gauge their sentiment, the better chance you have of curating a shopping experience that will keep your customers coming back for more.
Improving the In-Store Experience
Not sure what to ask? These five questions can help put your in-store shopping experience on the fast track toward improvement.
1. Was the staff helpful?
Customer service often dictates whether shoppers stick around. In fact, 97 percent of consumers believe customer service is very important or somewhat important in their choice of or loyalty to a brand. Listen to the concerns of your customers to ensure you're delivering top-notch service. Putting such feedback into action can go a long way toward bumping up your company's top line.
2. Was everything easy to find?
No shopper wants to go through the hassle of hunting down an item. Speed up the shopping experience by featuring popular products in a storefront display. Better yet, train employees on the ins-and-outs of your product selection so they can point shoppers in the right direction at a moment’s notice.
3. How do our prices compare?
While price may not be the only factor in a purchase decision, it’s an important one. Try to gain a sense of how well you stack up against competitors. Such insights may not only highlight what the competition is up to, but they could also paint a clearer picture of what shoppers consider good value. Gather feedback to provide customers with the best bang for their buck.
4. Was the wait too long?
Nearly 80 percent of consumers say valuing their time is the most important thing a company can do to provide them with good service. Whether it’s opening up an express checkout line or answering questions more quickly, ensure your staff is doing all they can to get busy shoppers in, out and on their way. As the speed of service increases, so too can your profits.
5. How likely are you to visit us again?
When it comes to customer retention, a little bit goes a long way. Ensuring the happiness of just a few extra customers can help cut costs and boost revenue, which is why customer retention is often cited as a top strategic initiative. Survey shoppers about their willingness to return so that you know if more needs to be done to keep customers in your store and away from competitors.
Shoppers typically aren’t shy about offering feedback as long as you make it quick and easy for them to do so. Rather than just asking, “Did you find everything you need?” give your customers a chance to voice specific opinions that can give you actionable feedback as a business owner. From improved customer service to a faster checkout, posing the five questions above can help you deliver a shopping experience that keeps your customers coming back.
Georgina Nelson is the CEO and co-founder of TruRating, a point-of-sale consumer analytics platform.
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Georgina Nelson is the CEO and founder of TruRating, a customer feedback solution. Headquartered in the U.K., TruRating has operations across Australia, Canada and the U.S. With a background in law and an eye for the consumer, Georgina saw the need for reliable, validated customer reviews that would better serve businesses, thus launching TruRating in 2014.