Despite all of the hype about enhancing the modern consumer's retailing experience with live/interactive demos and other secondary products or services, it appears that the consumer still considers basic customer service and product availability as the biggest contributors to a successful technology shopping trip.
According to data from a survey conducted exclusively for TWICE by Campaigners, a full-service market research firm based here, the leading factor that consumer see as providing an enjoyable technology shopping experience is that "the sales associate answered all of my questions" (25 percent.)
Following the need for knowledgeable sales help, 20 percent of respondents reported that it was important that "product was in stock" and 14 percent answered that they were concerned that the discounts/promos on the products they shopped for were available.
As indicated earlier, the fact that "live/interactive demos were available" turned out to be the least important factor, named by less than 1 percent of respondents.
Other factors that were mentioned included:
ease and/or speed of purchase (11 percent);
product information was available (10 percent);
the store layout made it easy to find the products wanted (8 percent);
installation is included with product purchase (6 percent);
post-sales support is included with product purchase (5 percent); and
other (1 percent).
The survey was taken by 1,390 respondents in national and regional CE stores from Dec. 15, 2006, through Jan. 9, 2007.
Campaigners estimates that it has driven more than $3 billion in retail sales through its in-store sales training, market intelligence, merchandising, special events and mystery shop services. Campaigners conducts its field work with "educated, highly trained and incentivized delegates who create a seamless extension of clients' own sales and marketing teams," the company said. For more information, visit www.campaigners.com.