[Case study] How shoppers select stores – just in time for Black Friday!

Happy (almost) Thanksgiving, everyone! I, for one, can’t wait to fill my plate up with some stuffing.

Also, whether you’re ready for it or not, the holiday shopping season is almost upon us. (Let’s just ignore the fact that the local Target has been selling Christmas lights since mid-September.) In honor of Black Friday this week, let’s take a look at why shoppers choose the stores they do.

The world of retail is fast-paced and constantly changing, and it can be a real struggle for companies to feel that they’re succeeding in this environment. While the key to attracting and retaining customers can change from retailer to retailer, there are some fundamental drivers of customer satisfaction – and dissatisfaction – that hold true for most companies.

The “why behind the buy”

Luminoso partnered with a survey provider that captures real-time feedback on shopping experiences in order to gather consu­­mer insights about leading retail brands. Customers were asked open-ended questions to clarify why they chose to shop at a particular store and why they would or would not recommend the store to a friend. Nearly 14,000 open-ended responses regarding over 50 different retailers were analyzed to determine what drives customer sentiment and store selection.

We learned that customers prioritize convenience and location over price and even customer service. Providing a convenient shopping experience in an accessible location is just a ticket to the game – retailers have to do this to remain competitive. Those that layer on reasonable prices and a great selection are even more preferred.

Check out the case study to learn more about the insights from these open-ended comments and what they revealed about specific brands.

If you’re interested in learning more about how leading organizations are using Luminoso, check out some of our latest resources:

[Case Study] Using contact center data to find insights and streamline processes

Keeping up with customer feedback: using AI to make the most of your data

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