A study identifying America's top-100 brands delivering the best customer experience found four retailers in the top 10 — Wegmans, Publix, Trader Joe's and H-E-B — landed there largely due to their ability to create a "sense of theater" around in-store experiences.
According to the Customer Experience Excellence study from Nunwood, Wegmans, which placed fourth, and Trader Joe's, sixth, epitomize a "custom experience revolution" taking place at retail with their focus on service, atmospherics and décor.
Nunwood noted that since the 1960's, grocery stores have "largely followed the mantra of uniformity" in layouts, displays and shopping "got a little dull." Internet competition as well as a "more time poor, cash rich shopper" emboldened Wegmans and Trader Joe's to make food shopping "fun" again.
"Theme parks rather than retail spaces, adventure rather than chores — both have found different ways of removing Internet's inherent advantages," Nunwood wrote.
Trader Joe's was praised for its fun tropical theme, curated product selections, "intriguing" store designs, and "gregarious" and free-spirited staff. Wrote Nunwood, "Trader Joe's customers talk out how they find their 30-minute weekly shopping chore transformed into a 30-minute tropical bastion."
Wegmans was praised for its vast assortments organized by different cuisine groups to encourage discovery, its live demonstrations and staff. Wrote Nunwood, "They rely on smart deeply trained employees to create a 'theatre of food' and it all adds up to what the company calls 'telepathic levels of customer service.'"
H-E-B, which ranked tenth, distinguishes itself by its innovation, environmental responsibility, community service and associates. Nunwood wrote, "It doesn't have employees or staff — it has partners — people who participate in company and personal success."
Publix, at six, likewise stands out for its "fantastically friendly" employees and supportive working environment.
The Customer Experience Excellence study analyzed more than 100,000 customer comments on every major brand in the U.S. Scores were based on six criteria: valuing a customer's time, demonstrating empathy, resolving issues, matching the customers' expectations, personalizing service and demonstrating corporate ethics.