The SNEWS® Mini Survey that ended June 15, 2009 asked, “What do you feel most motivates your customers to buy from your store?” We asked retailers to select from a list of 20 categories the top five motivating factors they believed drove customers to buy from them and not elsewhere. We were happy to see that 85 percent chose “customer service.”
In a tie for the second-most-important criterion driving customer motivation to buy, 77 percent of retailers voted for “highly trained staff,” “trust,” and “product selection.”
Store environment, which we took to mean merchandising, lighting, cleanliness, visual appeal and ambiance, scored 46 percent of the responses. That was somewhat surprising to us. Does this mean that some believe if they offer great customer service and have a highly trained staff and feature a superb product selection but the store looks ragged customers won’t care? Wow. The SNEWS team can tell you we’ve all walked out of stores before even giving the store a chance to exhibit its talents simply because it looked dirty, cluttered, dark, etc. But maybe that’s just us?
Garnering 23 percent of the responses were “markdowns,” “liberal return policy,” “value pricing,” and “special events.” And for the 19 percent who chose “they like me” as a reason for buying motivation? We’re very glad for you, but you might want to be sure your store environment and other key service areas remain up to snuff if you want to sell to more than your friends and family.
We will close this with a write-in commentary from one of our readers who is not a retailer, but wanted to share regarding the survey: "OK, I don't have a store but what motivates me to buy (from a store or website) is that they care about me. I want an easy and enjoyable experience. I want someone to ‘pay attention’ to that." To us, that says customer service, highly trained staff, trust, product selection AND store environment to us. How about you?
Don’t miss our new survey question: “Which of the following summer/fall shows are you attending?” We’re wondering, as many folks we talk to these days are, which shows are going to grab attendance attention. Will attendance be up, flat, down at your industry trade shows or does it matter? How are you changing your trade show attendance? The survey is now live and awaiting your feedback.
To make your vote count, simply go to the SNEWS Reader Poll section in the right navigation bar of every web page in SNEWS or, click here.