A new survey from The Verde Group and the Retail Council of Canada says that most shoppers — just slightly more than 50 percent — have had a great retail experience in the past six months.
What exactly made those experiences great, however, is complex. Fewer than 10 percent of the respondents could point out a single superb element; for most, it was a perfect storm of six or more different factors working together.
The full results are found in "Discovering 'WOW' - A Study of Great Retail Shopping Experiences in North America." The study surveyed 1,000 shoppers that had made a retail purchase other than food or alcohol in the past month.
There's not much in the study that falls outside the realm of common sense — people will tell their friends about a great shopping experience, customers like it when employees are polite, they care about product quality — but it does include an interesting list of five attributes that all great retail experiences share:
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