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SPECIAL REPORT The Best Retail Customer Experiences 2009
Survey of 2,500 consumers reveals their favorites and wants
It’s no secret that current economic conditions have taken a mighty toll on the retail industry. As retailers gear up for another challenging year, they need all the resources they can get to counteract the dramatic effects of the recession. As consumers continue to tighten their belts, their experience in a retail outlet takes on a renewed importance.
Retail Customer Experience has created a comprehensive resource to help retailers weather the expected financial storms of 2009. We polled 2,500 consumers to find out their favorite retailers in eight specific segments to learn how favored retailers stand out from the crowd. We also polled consumers to learn what they want from an in-store experience, paying close attention to how various in-store technologies affect the customer experience.
Find out which retailers consumers crowned their favorites in five different categories across eight different retail segments.
Get authoritative analysis from members of the Retail Customer Experience Advisory Panel on why these retailers are succeeding.
Learn which retail technologies win over customers — and which ones don’t matter.
Get real-world anecdotes about which experiences keep customers coming back — and which ones make them walk out the door.
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This document marks the inaugural publication of the “Best Retail Customer Experiences” survey, conducted by Retail Customer Experience magazine, with the goal of singling out the retailers that provide the best, most memorable experiences for their shoppers — and figuring out what they are doing right.
We began by selecting eight notable retail segments:
• Apparel
• Department
• Drug/pharmacy
• Entertainment
• Supermarket/grocery
• Small-format retail
• Office supply
• Home improvement
Next, we identified the leading names in each, according to size.
We then broke down the customer experience into four key attributes:
• Customer service
• Online experience
• Aesthetics
• Inventory
We surveyed 2,500 shoppers across all demographic groups and asked them to rate each of the listed stores in each of those four categories, on a scale of 1 (worst) to 5 (best). We also asked each respondent to rate each retailer on the overall customer experience it provides. The tabulated results were used to determine the winner in each category, as well as two overall winners. Once the eight winners were identified, we brought them to select members of the Retail Customer Experience Advisory Panel and asked them to discuss and dissect what makes each of those retailers resonate with shoppers. In this section of the book, you’ll find expert commentary from our panel on each of the eight winners, along with the full numerical data from the survey.
