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Verde/Wharton Retail Study: Discovering "WOW" – A Study of Great Retail Shopping Experiences in North America
Verde Group, Feb 2009, Pages: 71
This study, which is the sixth in Verde/Wharton's series of retail experience studies, surveyed 1,006 North American shoppers to explore what constitutes 'WOW' shopping experiences – those retail interactions that surprise and delight the customer, and that build long term loyalty to a retailer. Specifically, it explored: How do shoppers define great retail experiences? How frequently do they occur? Do they vary by gender, age, country or store type? Which great experiences matter most to loyalty and a store’s bottom line?
Findings include detail on the impact of 'WOW' experiences on shoppers depending on criteria such as age and gender. Additionally, the study outlines the five pillars of a great shopping experience, and what retailers must do to create them.
All respondents were randomly selected and qualified if they had purchased products at a retail store in the past month. Respondents were asked to exclude liquor, beer, grocery, and prescription drug purchases or items valued at more than $2,500.
The results were weighted to reflect the current US and Canadian population distribution based on census data for age, region and gender.
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