What are Customers thankful for in Retail this season?

Article by Becky Wrzosek (Koller) , VP Sales North America, Retail Consult

In the United States, Thanksgiving is here, bringing with it a time for gratitude, togetherness, and, of course, great food. Menus are being planned, and the inevitable questions arise: how to prepare the turkey this year? Should we try deep frying, since we live close to a fire station? Should we brine it? Smoke it? Roast it? Bake it? And let’s not forget the questions surrounding stuffing, gravy, and, of course, the pies! 

Thanksgiving is also the precursor to the full swing of holiday shopping. The Black Friday tradition lives on with door busters, specials, giveaways, BOGOS, and many more creative promotions. The excitement and energy are palpable with only the stoic not venturing into the retail fray. Amid the promotions and activity, every customer has a few things on their wish list.

Customers want ease. At the top of the list is the desire for a smooth shopping experience. Customers want to easily find what they’re looking for and purchase it without hassle. Clear and effortless customer journeys are critical. A well-designed website that is easy to navigate, especially on mobile, can make all the difference. How many times have customers given up on a purchase because of frustration on the mobile or web device is just confusing, or the filters aren’t easy to use?

Customers want value. Black Friday is a time of deals and discounts, but it also creates a sense of FOMO (fear of missing out). When should the trigger get pulled on the product? Everyone has the story of buying a large, expensive gift and then having it go on-sale the next day. There is a small percentage of customers that keep track, but they are the vocal percentage. Very vocal.

Customers want flexibility. Most of the year, the flexibility needed is around the purchase and pick up. During the holidays, the flexibility extends to the recipient of the gift. Retailers need to strike the difficult balance between flexibility for the end recipient and fiscal responsibility to the business. No retailer wants returns of unsellable goods but neither do they want unhappy customers. Of course, store credit is one option, but does it really satisfy the consumer? Can we get more creative with loyalty programs to alleviate the need for extended flexibility? So, this Thanksgiving and throughout the rest of the holiday season, every retailer can grant the customer their wishes and give them something for which to be thankful.

At Retail Consult, our focus is on helping retailers deliver the experiences customers value most in a cost-effective and efficient way. Let’s work together to ensure your customers have plenty to be thankful for, now and beyond.