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Getting to WOW: Connsumers Describe What Makes a Great Shopping Experience
Jul 9, 2009

The Verde Group and Wha rton published a report based that listed the following five major areas that contribute to a great shopping experience:

    • Engagement: being polite, genuinely caring and interested in helping, acknowledging and listening.
    • Executional excellence: patiently explaining and advising, checking stock, helping to find products, having product knowledge and providing unexpected product quality.
    • Brand Experience: exciting store design and atmosphere, consistently great product quality, making customers feel they're special and that they always get a deal.
    • Expediting: being sensitive to customers' time on long check-out lines, being proactive in helping speed the shopping process.
    • Problem Recovery: helping resolve and compensate for problems, upgrading quality and ensuring complete satisfaction

The report states that if a consumer experiences 10 of the above elements from the 29 mentioned above during the same trip,  you have a WOW experience. Now this list is relatively uncomplicated; it suggests caring, being in a moment, putting the customers first, listening to them, anticipating their needs, satisfying them.... Very uncomplicated and simple. However, if it is quite simple,  why is service so bad and why do only 35% of the shoppers studied by Verde experience a WOW at retail in 6 months?

Service is simple.  But the world's inability to master this relatively uncomplicated activity is complex and thus the wonderment.


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