Retail Satisfaction Barometer 2015
Consumer satisfaction with the retail experience has dropped slightly over the past year, according to results of CFI Group’s Retail Satisfaction Barometer (RSB) 2015, but data suggests that technology is playing a critical role in driving improved perceptions.
The RSB score for 2015 is 79 on a 0-100 scale, a 1-point drop from 2014. Out of the five market segments measured, only Large-Format Discount Stores saw an increased score. Despite a 2-point drop, Grocery Stores still have the highest overall satisfaction rating of 81. The RSB also measures Traditional Department Stores, Mall-Based Specialty Stores and Freestanding Specialty Stores.
For 2015, the RSB was expanded to include new insights aimed at customer-facing technology. Whether they were initiated for labor cost savings or to enhance customer experience, customers – from Baby Boomers to Millennials – are embracing technology.
The top three drivers of retail customer satisfaction are Checkout, Merchandise and Price. Though the overall scores remained stable or declined in four of the top five drivers of satisfaction, Checkout experienced a three-point jump due to the increased availability of self-checkout.
- Customers are embracing technology. Sixty-five percent used self-checkout registers, 20% used in-store kiosks and 17% checked out with roaming store associates.
- In-store kiosks use leads to a higher overall satisfaction score and increases in Likelihood to Spend More.
- Seventy-six percent of respondents want personalized promotions and recommendations.
- Eighty-five percent say it is Somewhat or Very Important to maintain consistent pricing between channels.
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