Are stores on their way to becoming purely distribution centers?
If Amazon has anything to say about it, they are. Whether their delivery drones become a reality or not, Amazon’s push for same-day delivery could have a major impact on stores. The ForeSee Experience Index (FXI): 2013 Retail Edition, released earlier this week, shows that 38% of people purchased at a retailer’s store location instead of from the company’s website, mobile site or app because they wanted the product immediately (Satisfaction 81).
Only 6% purchased offline for the option to talk to a sales person (Satisfaction 83). And only 1% purchased from the store location simply because they couldn’t find the information they needed online (72).
All signs seem to point to the diminishing role of the store in the retail ecosystem. Is it that stores are becoming less influential within the multichannel, multi-device world we live, shop and purchase in…or is it a result of store visit not meeting customer expectations?
Service is an integral part of the store experience, and retailers simply aren’t doing a good job of it. For stores, Service is one of the lowest-scoring (Satisfaction 79) and highest-impact elements, or drivers of customer satisfaction, making it the top priority for 35% of retailers in the FXI.
If retailers focus on what is important to consumers, such as improving customer service at store locations, their actions will put value back in the store — value that cannot be matched by a pure-play retailer such as Amazon. At an aggregate level stores have an opportunity to improve their service, which could turn the brick-and-mortar experience into an asset instead of a liability.
Read more about the state of stores in the FXI: 2013 Retail Edition.Categories: Retail