The power of shopper experience

Where retailers are all sharp on price, experience is what makes the difference
5/7/2013

We’re constantly told that price and value are what matter most to customers. But in a world where nearly all retailers deliver on these points already, it is the shopper experience that draws people to visit one store over another.

That’s according to new research from Forrester, which found consumers are more loyal to stores that offer a better experience.

A good example of retailers that deliver: Costco, Trader Joe’s and Marshalls.

“We seem to see something like a 'zone of consistency.’ As long as retailers are priced reasonably in line with key competitors, and their prices stay in a competitive range, improvements in customer experience are much more critical to create and sustain customer loyalty than trying to lower prices,” Forrester analyst analyst Maxie Schmidt-Subramanian told Marketing Daily.

Read the full story here.

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