HAPPY CUSTOMERS KEY TO BOOSTING IN-STORE SALES

Whether they are shopping online or in-store, customer experience is criticalto retailer success, a new study finds.

TimeTrade, a customer engagement solutions provider, released their RetailIndustry Executive Survey, revealing that customer experience, not price, is the No. 1way to stop "showrooming" — when customers visit a store to check out a productthen ultimately buy online at a lower price — and boost sales.

Although experts predict that online

shopping will grow exponentially, the survey found that the majority of revenues stillcome from in-store sales and will continue to do so for the next 12 months. But ason-the-go and in-store mobile purchases double over the next year, retailers willhave to focus on leveraging online, mobile and physical channels to influencepurchases.

Of the more than 60 major retailers surveyed, 68 percent said the best wayto drive sales is to improve the in-store experience or make it easier for customers tofind what they are looking for. Instead of focusing on price, retailers are moresuccessful when they focus on enhancing the customer experience, the surveyrevealed.

"Showrooming and price matching are real challenges, but they're causingretailers to lose focus of what really matters," said Gary Ambrosino, President ofTimeTrade, in a statement. "Whether a customer actually buys or just browses —

in-store or elsewhere — hinges on a retailer’s ability to make that customer feelvalued, give them undivided personal attention, and quickly connect them with thevery best resource to help them find what they need, when, where and how theyneed it."

As retailers struggle to crack the customer experience code, those surveyedsaid the following are the key expectations customers would want retailers to havemet:

o A truly personalized experience. According to the study, 60 percent ofrespondents said that the No. 1 thing missing in retail is a more personalizedcustomer experience. To provide better service and a valuable, personalizedbuying experience, retailers should know about their customers before they evenenter the store.

o Smart service reps. Retail associates are key to impacting sales. Of the retailerssurveyed, 80 percent said sales increase by 25 to 50 percent when customers areassisted by product experts. As the role of retail associates evolves, retailers arereinventing job descriptions, being more selective in the hiring process and areoverhauling training programs to better meet customer expectations.

o Fast service. Customers have less time and patience, but also have morepurchasing options than ever before. This means they can easily walk away ifcustomer service is not speedy. More than two-thirds of retailers surveyed saidcustomers expect service in five minutes or less before abandoning the purchaseand shopping elsewhere.