Putting the “wow” in shopping

Stephen Hoch from the Wharton School recently discussed 35 different performance factors that can drive the “WOW” factor among customers. The topic drove a lot of comment on today’s Retail Wire:

Let’s face it…there are so many factors included on the “Wow” list that a company needs to have all of these elements ingrained in its culture in order to execute them. These should seem like subconscious “second nature” in order to come across as genuine.

It’s likely in today’s retail climate of big-box chains and standardized processes that the “Wow” experience is a rare one. Most customers would be pleasantly surprised to encounter a service-focused mentality today, even expressed in the form of efficient checkout lanes or no-hassle return policies. Hitting all the points on the checklist is retail nirvana…and frankly the list is more focused on service than merchandise content, anyway.

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