INSIGHTS & ARTICLES
Boost conversions and loyalty—not your in-store labour spend
Today’s competitive retail market pushes all employees, from senior management to store associates, to achieve more with fewer resources. It’s the only way to keep costs in check and processes running smoothly.
This raises the question: what is the most significant impact employees can have on sales with the simplest possible approach? Two compelling case studies from major retailers reveal that a simple greeting from a store associate can significantly increase both purchase rates and customer loyalty.
Case study 1: Office supply retailer sees NPS boost
Case study 1: Office supply retailer sees NPS boost
The sample:
During a 12-month period, we collected data from a national office supply retailer via a QR-enabled online customer experience survey. Over 31,000 customers answered a yes or no question: “Were you greeted by an associate while shopping?”
The findings:
At first glance, the responses were encouraging: 70% of respondents indicated that yes, they had been greeted.
However, customers who were NOT greeted had an NPS score that was 44 points lower than those who had been greeted.
This suggests that a small oversight during one visit has the potential to reduce customers’ likelihood to recommend the brand going forward.
Case study 2: home improvement retailer increases sales
The sample:
During that same 12-month period, over 6,500 customers at a national home improvement retailer answered the question “Did you buy something from us today?” after scanning a QR code as they exited the store.
This question was further segmented based on whether they reported being greeted by an associate at any point during their in-store shopping journey.
The findings:
Shoppers who received a greeting were 4% more likely to make a purchase in-store.
Moreover, each non-purchaser who was not greeted represented an average lost basket value ranging from $340 to $460.
Why is greeting customers so powerful?
In an increasingly digital world, human connection can be a powerful differentiator when it comes to the in-store customer experience.
Greeting customers:
- Makes them feel personally acknowledged and valued. This sense of importance has the potential to increase spending1 and the likelihood shoppers will return to/recommend the store, increasing NPS scores accordingly2,3.
- Cultivates social interaction and personal connections which can positively shape the nature and duration of the shopping experience—another reason for shoppers to spend more1.
Small actions, big results
Not every business action needs to be complex to be effective. Simply greeting customers during their shopping experience can significantly enhance their relationship with your brand, increase their spending, and strengthen their loyalty.
In an era where retailers must achieve more with fewer resources, focusing on this simple, controllable action can translate into measurable sales growth and customer satisfaction without adding a single dollar to labor costs.
Chat with us now to learn what your customers are saying and how we can help boost conversion and loyalty!