Mass merchandisers need to improve how they treat customers who shop for households with children under 18, if they want repeat business from them.
A nationwide survey of 2,500 U.S. consumers shows that efficient service, more than price or product availability, is the stronger driver of store loyalty and repeat purchase decisions for shoppers at mass merchandise stores such as Walmart, Target, and Staples, according to a survey by LoyaltyOne, a company specializing in loyalty programs, and the Verde Group, a research organization.
The average American family with children in grades K-12 plans to spend $630 on electronics, apparel, and other school needs, down from $669 last year, according to the National Retail Federation’s Back-to-School Spending Survey for 2015.
Here are numbers from the joint LoyaltyOne-Verde research on retail revenue at risk from a poor customer experience. Shoppers for kids-under-18 households:
- Were 19 percent more likely than the general population to say that not having enough information available near a displayed item detracted from their shopping experience. These respondents spend $530/quarter more in the mass merchant category than the general population.
- Were 39 percent more likely than the general population to say their shopping experience was compromised when sales associates had a “not my department” attitude. These respondents spend $183/quarter more in the mass merchant category than the general population.
- Were 65 percent more likely than the general population to say that waiting too long in a checkout line detracted from their shopping experience. These respondents spend $168/quarter more in the mass merchant category than the general population.
- Were 57 percent more likely than the general population to say waiting too long to be served detracted from their shopping experience. These respondents spend $63/quarter more in the mass merchant category than the general population.
The research results also showed that convenience is key for shoppers with children in their household. With insufficient information and long lineups at checkout topping the list for high-risk touch points in the customer experience, the sales associate's attitude had a low impact on loyalty for this segment. Shoppers for kids-under-18 households :
- Were 26 percent less likely than the general population to say that a sales associate not appreciating their business detracted from their shopping experience.
- Were 11 percent less likely than the general population to say that a sales associate not treating them with courtesy detracted from their shopping experience.
