“Time is gold” and “Easy as pie”
As a customer myself, I usually would know what I want to buy before I visit a particular store. I enter the store, look for the item, pay for it, and leave. Depending on the number of customers in the store, this may just take 10 to 15 minutes. This is how fast and easy I want my shopping experience to be every time. However, there are situations wherein I haven’t decided yet what to buy and will need to the assistance of store personnel to help me decide. Though I know this will take more time than 10 to 15 minutes, I would still want it to be as quick and effortless as possible.
With the still growing popularity of shopping online in the safety and comfort of home, coffee shops, or any place where you can have access the internet, convenience is one of the key reasons why more and more customers prefer this option to purchase a product.
“There is no line, online.”
Online shopping, just like retail shopping has its share of advantages and disadvantages. Companies with retail shops have to play it smart and be strategic. Others will say focus not on what retail shopping cannot offer that online shopping can; instead, focus on what the former can that the latter cannot. This is true, but incomplete. Focus too on what online shopping can offer better than retail shopping and be more competitive.
What would this be, you may ask? “Customer level of effort”
It is more convenient to shop online, but it doesn’t mean that customers cannot conveniently shop in stores. What are the inconveniences do customers experience when shopping in retails store that have high customer level of effort? Is it waiting in line? Is it waiting for store personnel to assist the customers? Is it the knowledge of the store personnel on the products and/or services? Is it the huge crowd shopping in the store?
There are many areas where customer levels of effort are high and it differs per retail store and type of customer. This makes it more important to specifically identify what these areas are and determine the root causes so they can be appropriately addressed.
Customers who need to exert high effort when they transact with a business are likely to be disloyal. In some circumstances, customers would even prefer easy and fast business transactions than anything else. Customer Satisfaction can lead to customer loyalty, but if you want to keep the relationship strong, customer level of effort has to be reduced.
Are you making it easy for your customers or are you giving them?
How much effort are you willing to have your customers exert to transact business with you?
ExitShopping® will help you identify which areas of your company makes your customers exert high level of effort, determine the root causes, and recommend ways on how you can reduce it. Our audits and analysis will give you a greater insight into your company’s missed potential.