More than 77% of Americans would be less likely to return to a store if they experienced long checkout lines. According to a new study from Omnico Group, after eight minutes, Americans are likely to abandon the checkout line and leave the store with no purchase.
Although more patient than their British counterparts, who leave after six minutes, Americans are more likely to never return to that store as a result of the negative experience than their British counterparts. And with 74% of shoppers in the study owning a smartphone, the study also looked at smartphone adoption and how mobile technology is changing shopping behavior. It found that retailers need to bridge the gap between what consumers expect and what can actually be delivered.
Other study highlights include:
• The top three technologies that will improve the average customer's in-store experience are self-checkout, free Wi-Fi and "click and collect" (order online, pick up in-store) technology.
• Controlling for price and reward programs are the best to encourage Americans to be loyal customers. Coupons are also well received.
• Millennials, between the ages of 25–34, lead the way in mobile use, particularly when comparing prices and shopping on competitive retailers' websites while in the store.
"Customers want technology solutions that join up the channels and transform the customer experience," said Bill Henry, CEO of Omnico Group. "Omni-channel solutions enable brick-and-mortar retailers to accelerate their growth in challenging conditions and provide new opportunities to win back customers from pure-play online shops. Retailers that embrace omni-channel technology and offer seamless customer journeys to the shopper have a very bright future.
To learn more about brick-and-mortar shoppers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: Study conducted by the Omnico Group. Jan. 2014. Web. 28 Feb. 2014.]