Retailers need to measure the entire multi-channel experience
The multi-channel experience is becoming more important to consumers—and retailers need to respond by deepening their understanding of how consumers’ use of multiple channels affects their attitudes toward the retailer and their propensity to shop there again in the future. That’s the message that Larry Freed, CEO of ForeSee Results Inc., a customer satisfaction measurement company, will deliver to his audience at eTail 2005 West next week in Palm Desert, CA.
“Many people research online and buy in the store—that’s a given today,” Freed says. “But what’s not as well known is that those who do their research online are more satisfied than those who do their research in the store.”
The reasons for that higher satisfaction are not hard to discern, he says: Shoppers can compare products and prices more easily online than in stores, there are deeper amounts of authoritative information online than in stores, and the can easily review outside opinions from such sources as Consumers Report or CNET. “The web provides more than just a buying experience, but many retailers don’t know the value of their web sites beyond sales,” Freed says.
Freed also says he will discuss the latest results of the American Customer Satisfaction Index. While he won’t discuss details before the ACSI officially releases then, Freed says, “There will be some surprises; it’s not business as usual.” Freed will speak Feb. 15 at 8:50 a.m. on “Measuring The Effectiveness Of Customer-Centric, Multi-Channel Strategies.”
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