Beyond buying

How successful retailers are creating remarkable experiences that deliver 

Retail is changing rapidly, triggered by new technologies and accelerated by changing expectations. Shoppers today have more choices than ever, and one way that retailers say they can keep them coming back is with a remarkable experience. But what makes for a good retail experience? And how important is it – really – to shopper

To answer these questions, we surveyed 2,000 shoppers about their recent shopping experiences at 20 top retailers in 10 retail sectors. We asked them how important the key dimensions of experience are to them and how each retailer performed against these expectations.

There are six universal criteria that satisfy customers’ most basic needs: the Six Dimensions of Retail Experience. Within each dimension are various elements that define a quality shopping experience. They include factors such as how knowledgeable store associates are, whether the retailer encourages the use of mobile devices while shopping and if shoppers receive rewards based on loyalty. These dimensions determine how engaged, empowered and fulfilled a shopper is.

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