PwC’s “Experience Radar” Defines Five Behaviors Industry Leaders Can Learn from Grocers to Drive Exceptional Customer Experience
NEW YORK, NY, December 19, 2012 – No experience happens as often, grabs share of wallet, and stimulates the senses more than grocery shopping, finds PwC US in a new report titled Experience Radar 2013: Lessons from the U.S. Grocery Industry. The study, which is one in a series of customer-centric reports, measures the experiences of about 6,000 U.S. consumers across multiple industries.
Facing commoditization, grocery has turned to experience to grow their top lines and maintain margins, according to the report. Additionally, PwC reports that today’s shopper is armed with mobile apps and virtual offers, depends on just the right blend of self-service and helpful staff, and is increasingly immersed in an interactive environment.
“Today’s shopper has specific expectations and retailers must be ready to cater to the widest range of consumer preference and demands,” said Susan McPartlin, PwC’s U.S. retail & consumer sector leader. “Leading grocers must balance the threats of fierce competition, commodity price fluctuations and margin pressures, while meeting changing customer expectations and determining how to deliver an omnichannel experience. Grocers should not only accept, but relish their role as the testing ground for best-in-class customer experiences.”
"So much of what is important to the creation of a customer’s experience - convenience, presentation and quality - can be found in grocery, the pinnacle of where products, services and environments intertwine,” said Paul D’Alessandro, PwC’s U.S. customer impact leader. “Grocery is the learning place for all industries to figure out how to use meaningful experiences to create a path to loyalty and price premiums.”
The report defines the five behaviors that companies can adopt to enhance customer experience and create value:
“With 98 percent of shoppers still shopping for groceries in a physical store, staff can make or break a shopping experience; rude employees account for almost a third of bad experiences,” said Lisa Feigen Dugal, PwC’s U.S. retail & consumer sector advisory leader. “To keep customers coming back, grocery retailers must call on the newest technologies such as geo-tagged mobile coupons as well as those tried and true interactions such as a cashier’s smile in addressing the most demanding customer.”
PwC’s Experience Radar helps businesses across industries find sources of value that are often hidden, yet that drive truly exceptional, differentiating customer experiences. Experience Radar identifies opportunities to create value for customers while pointing the way toward top-line growth and bottom-line business results. Unlike traditional customer segmentations based predominately on demographics, Experience Radar identifies critical customer segment groups by the types of experiences they value most. Respondents are divided into clusters based upon the shopping features they value, and behavioral dimensions (like usage rate, loyalty, channel, and technology adoption). For more information and to download an electronic copy of Experience Radar 2013, visit www.pwc.com/us/retail.
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