Expediting—being sensitive to customers’ time and long check-out lines, being proactive in
helping speed up the process; and
Problem Recovery—helping resolve and compensate for problems, upgrading quality and
ensuring complete satisfaction.
Customers who have enjoyed a “wow” experience are said to be 75% more loyal to a given store
than customers who have not enjoyed a similar shopping event. However, only “brand experience”
and “engagement” elements measurably build shopper loyalty,
according to the study.
“The research makes clear that ‘wow’ shopping is a complicated phenomenon,” said Stephen J. Hoch, director of the Baker
Retail Initiative at Wharton. “Retailers that want to deliver great
shopping experiences that build loyalty must understand their
customers deeply. But the payoff of that understanding can be
“The good news for retailers is that consistent ‘greatness’ is possible, and can have a significant impact on the loyalty bottom
line,” said Paula Courtney, president of the Verde Group. “Our
research shows that retailers are excelling at delivering on
‘engagement’ elements. Their biggest challenge is that they deliver significantly fewer ‘brand experience’ elements than elements
from the other four categories.”
“Discovering Wow—A Study of Great Retail Shopping
Experiences in North America” is the sixth in a series of
Wharton/Verde retail experience studies.
More info: www.verdegroup.com
Is your retail environment wowing customers?
; According to NPD Group’s Market View Current Conditions Report, one in five dollars that are spent in the
prestige beauty market come from either the Pacific or South Atlantic regions of the U.S. The
Pacific region has the largest dollar share at 22%. A total of 80% of total prestige beauty sales
came from five regions in the U.S. (see chart below).
The Market View Current
Conditions report is based on
information gathered from participating retailers on a weekly
basis. Market level tracking provides NPD’s clients with a
monthly view of this data, aggregated at the regional level as
well as the additional capability
of viewing other geographies.
“This store level data gives
our clients the ability to refine
their sell-in strategies, discover
regional opportunities, and
understand how distribution
and sales rates impact market
share. Sharpening your view of
the marketplace allows for an
increased competitive edge and
stronger margins—crucial factors particularly in today’s precarious marketplace,” said
Diane Nicholson, president,
beauty, The NPD Group, Inc.
“With more granular sales data, manufacturers and their retail partners can better understand
their consumers and develop, monitor and improve marketing and sales efficiencies.”
More info: www.npdgroup.com ;
Dollar Share of Percent
U.S. Region Prestige Beauty Population
Source: NPD’s Market View Current Conditions Report
TOTAL PRESTIGE BEAUTY
( 12 MONTHS ENDING MAY 2009)
East North Central
East South Central
West North Central
West South Central