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BizReport : Loyalty Marketing : September 02, 2015


Study finds customer service key for BTS success

The key to back to school success - and perhaps the key to holiday shopping success - is customer service. That's the takeaway from one new report that links customer service with how customers feel about the stores they shop in.

by Kristina Knight

A new study out from LoyaltyOne and Verde Research is connecting customer service and back to school success. According to their data shoppers with younger children (under 18) are likely to be 'more annoyed' when information they need isn't near the products for which they are shopping. These shoppers spend $530/quarter more than other shoppers in the mass merchant category.

"In today's hyper-competitive marketplace, customer experience has assumed a major role as a key business differentiator. With families expecting to spend less this year during the back-to-school shopping period than last year, there's a growing need to for retailers, particularly mass merchants, to address gaps in the customer experience to best capture consumer spend," LoyaltyOne Consulting Vice President Dennis Armbruster said.

Other interesting takeaways from the report include:
• Households with under-age-18 childrens are 39% more likely to say their experience was impacted by 'not my department' store employees
• These shoppers spend $183/quarter more in the mass merchant category
• Shoppers with kids under 18 were 65% more likely to say long checkout lines detracted from their experience
• These shoppers spend $168/quarter more in the mass merchant category
• Shoppers with kids under 18 were 57% more likely to say waiting too long for service detracted from their experience
• These shoppers spend $63/quarter more in the mass merchant category

"Understanding the negative impact of problem experiences on consumer spend is critical for retailers. These insights can help retailers identify the customer touch points that most impact back-to-school shoppers and proactively address them to protect consumer loyalty during the back half of the year," Verde Group President Paula Courtney said.






Image via Shutterstock

Tags: BTS spend trends, ecommerce, loyalty marketing, LoyaltyOne, retail trends








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