Interactions' latest research, "The In-Store Experience Revealed: What Drives and Keeps Shoppers in Your Store," grocery shoppers were polled on what is most important to them. The following were the top four aspects of the grocery experience according to the poll:
- A Clean Store. When it comes to purchasing food it is no surprise that a clean store tops the list of importance for shoppers. A clean store portrays a commitment to order and detail, and instils confidence in customers that the food they are purchasing is also clean. The top five indications of cleanliness according to 75% of the shoppers surveyed are: clean smelling store, well-lit environment, clean checkout area, neat and orderly product displays, and well-maintained restrooms. Twenty-two percent of those polled choose to shop at a competitor instead of their local market because of cleanliness issues — all is not lost however as 97% said they would return if the grocer made cleanliness a priority.
- A Positive Checkout Experience. Food shopping can be a time-consuming experience. Even customers just running in for a few items often find themselves in store longer than they expected. To help alleviate the time commitment grocers must dedicate themselves to improving the checkout experience. According to Interactions' research, 55% of shoppers are dissatisfied with the supermarket checkout experience — 23% regularly shop a competitor's because of improved checkout performance. Over 45% of those polled agree that a dedicated bagger is an important aspect of a positive retail experience.
- Friendly and Knowledgeable Associates. Front-line associates make a difference. A quarter of those surveyed stated that they have chosen to shop at a competitor because of dissatisfaction with store associates. The top three factors shoppers named when evaluating associates were: friendliness, knowledge and easily accessible.
- Opportunities to Give Feedback. Forty-six percent of shoppers that are dissatisfied with in-store associates never complain, they just head out the door and never return. Of those shoppers that will provide valuable feedback on their experience, 39% prefer to do so via receipt survey. Sixty-seven percent of those that haven't been offered a receipt survey would like the option to have one.