Clean stores top shoppers' priority lists
With an ever-increasing number of grocery options, consumers can be pickier than ever, and it turns out they care about more than just selection and price.
After things like assortment and price, a clean store is the most important factor for shoppers in selecting a store, according to new survey results from consumer experience marketing firm Interactions. The report was released this month in the company's "Retail Perceptions" trend report. Second on the list was a fast checkout, followed by friendly employees.
Nearly one-quarter of shoppers in the Interactions survey said they will turn to a competitor instead of their local grocer if the local store's cleanliness isn't up to snuff. An additional 18 percent said they will keep shopping there, but only in a pinch. The consumers identified the top five indicators of a clean store:
- A store that smells clean
- Good lighting
- A clean checkout area
- Neat and orderly product displays
- Well-maintained restrooms
Almost all, or 93 percent, said they would return if a retailer cleaned up its act.
That fits with data from a 2012 report by the Food Marketing Institute that named a clean store as one of the top four priorities for consumers in picking a supermarket, along with price, high-quality produce and good selection.
The Interactions report found the checkout and customer service experiences are also important.
More than half, or 55 percent, of shoppers said they're unhappy with the checkout experience at their local supermarket, and 23 percent will shop somewhere else as a result. Nearly half of consumers said it's important to have a dedicated bagger, and 33 percent said mobile checkout makes a big difference for them.
Nearly half of shoppers who have a bad experience don't tell the retailer about it, but most of those who do use receipt surveys to communicate their frustration, and 67 percent of shoppers who haven't been offered a receipt survey would like the option.
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