SMG’s Benchmark Database shows both Apparel and Big Box concepts suffer a dip in customer satisfaction scores during the holiday season. With more people in the stores and more hands on the merchandise, it’s not surprising that many shoppers may find the experience to be less than highly satisfying. But, retailers shouldn’t get the holiday blues and accept defeat. There’s a golden opportunity here to “wow” those customers who only come into your stores once each year and transform them into loyal customers. This might mean examining your staffing model to make sure you have the right people in the right place at the right time.
You should also make sure your team knows how important it is to go above and beyond for customers during the holiday season. If these holiday shoppers come away Highly Satisfied, they’ll be more likely to return throughout the year. And that’s a gift for your brand that keeps on giving.
