By George Anderson
Promotions may get consumers through the door but, to keep them coming back, stores need to execute in the areas most important to shoppers.
A new study conducted by Harris Interactive and commissioned by StorePerform Technologies found that the typical adult in the U.S. will make a trip to a store at least eight times during the year to take advantage of a sales promotion.
These same adults, however, while taking advantage of the promotion say it is not the most important factor in their decision to continue returning to the store. Eight-six percent said a well-stocked store was very important or important; 73 percent wanted a store that was easy to get around and 69 percent cited sales floor help.
Eighty-three percent of respondents said they were very likely or likely to shop at a store that delivered a consistent (good) shopping experience. Nearly half (48 percent) said they would take their business elsewhere if they good not expect consistently good performance from a store.
Among the pet peeves of consumers were: Poor service from floor associates (43 percent); the appearance/cleanliness of the store (21 percent); and out-of-stocks (15 percent). Twenty-three percent reported having trouble find advertised items in the store.
Moderator's Comment: How is it that within the same company, one store may execute very well while others do not? What do stores need to execute at a level that consistently meets or exceeds shoppers' expectations? - George Anderson - Moderator