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US Consumer Behaviors in Retail Purchases | Empathica Consumer Insights Panel

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To download full report and learn consumer behaviors in retail purchases, visit http://cem.empathica.com/Consumer-Insights-Retail-Spending

The Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500 U.S. consumers, gauging consumer sentiment on subjects ranging from spending to consumer perceptions about big box retail shopping experiences. The Consumer Insights Panel survey was conducted in the context of a broader study of consumer shopping intentions and customer satisfaction as reported by thousands of consumers across the country.

Survey results show that consumers are facing important financial challenges, with three in five reporting that their current financial situation is more difficult now than it was six months ago. As a result, the majority of consumers intend to slash discretionary spending in several categories, including fine dining (71%), furnishings (69%), electronics (65%), casual dining (50%) and quick service restaurants (42%).

When it comes to big box retailers, nearly all consumers (93%) visit big box stores at least once a month and 70 percent shop big box three or more times per month. Predictably, customers cited price (61%) and convenience (12%) as the primary reasons behind the appeal of big box retail.

But while consumers recognize the appeal of the big box retail model, they are largely dissatisfied with the big box customer experience. Two in five consumers said that big box stores lack personalization, and just 39 percent feel that employees listen to them when they ask questions.

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US Consumer Behaviors in Retail Purchases | Empathica Consumer Insights Panel

  1. 1. Empathica ConsumerInsights PanelAnalysis of U.S. Consumer Behaviorsin Retail PurchasesWave 1 2012Big Box RetailAuthor:Dr. Gary Edwards, Chief Customer Officerwww.empathica.com
  2. 2. Table of ContentsExecutive Summary  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3U.S. Consumers Reduce Spending in Most CategoriesExcept Gas, Pharmacy and Grocery  . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Areas of Concern for Consumers  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Current Financial Condition & Future Outlook  . . . . . . . . . . . . . . . . . . . . . . . . 5Big Box Retailers Are Earning Visits on Price,Losing on Providing Great Customer Experiences  . . . . . . . . . . . . . . . . . . 7 Dissatisfaction with Big Box Retail’s Customer Experience  . . . . . . . . . . . . . . . . . 8 Contrast with Luxury Findings  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
  3. 3. Empathica Consumer Insights Panel — Analysis of U.S. Consumer Behaviors in Retail PurchasesExecutive Summary Consumers are facingAnalysis of U.S. Consumer Behaviors in Retail Purchases important financialThe Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500 challenges, with three inU.S. consumers, gauging consumer sentiment on subjects ranging from spending five reporting that theirto consumer perceptions about big box retail shopping experiences. The Consumer current financial situationInsights Panel survey was conducted in the context of a broader study of consumershopping intentions and customer satisfaction as reported by thousands of consumers is more difficult now thanacross the country. it was six months ago.Survey results show that consumers are facing important financial challenges,with three in five reporting that their current financial situation is more difficult nowthan it was six months ago. As a result, the majority of consumers intend to slashdiscretionary spending in several categories, including fine dining (71%), furnishings(69%), electronics (65%), casual dining (50%) and quick service restaurants (42%).When it comes to big box retailers, nearly all consumers (93%) visit big box storesat least once a month and 70 percent shop big box three or more times per month.Predictably, customers cited price (61%) and convenience (12%) as the primaryreasons behind the appeal of big box retail.But while consumers recognize the appeal of the big box retail model, they are largelydissatisfied with the big box customer experience. Two in five consumers said thatbig box stores lack personalization, and just 39 percent feel that employees listen tothem when they ask questions. 3

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