Insight: UK shoppers rate retail experiences merely average
Commissioned by Zeta Global and conducted by Sapio Research, the study of over 3,000 UK consumers found that 48% of respondents considered their retail experience to be merely average. A further 11% said their favourite shops provided poor service and that they had to shop around as a result.
The research also found that 81% of those polled said they were more likely to go on to buy if a store recognised them as a previous customer and offered relevant discounts. Furthermore, almost two-fifths said they would be less inclined to shop around if they received a personalised service.
Some 63% of respondents said they had bought items as a direct result of a communication from a retailer.
Meanwhile, 87% of people said they expected to receive an answer back from a store within 24 hours following a complaint.
Jill Brittlebank, senior director of strategy and analytics at Zeta Global, said: “Clearly, retailers continue to face challenges in being able to acknowledge their customers and understand how they interact with the brand – online, in a physical location, or when they interact through social media.
“This research highlights just how critical it has become for stores to understand their customers, and put this knowledge systematically to work throughout their organisations to enhance customer service, experience and engagement. If this doesn’t happen, they will lose ground to competitors.”
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