This document summarizes research findings from a survey on consumer satisfaction with retailers. Some of the key findings include: - Warehouse clubs, discount stores, and grocery stores received the highest satisfaction ratings, while consumer electronics and home improvement stores received the lowest. - On average, only 1 in 4 consumers reported being "very happy" with retailers. In contrast, over half of consumers reported being "very happy" with Amazon. - The document examines the customer experience across the entire path to purchase and identifies opportunities for retailers to improve satisfaction at different points along the consumer journey through mobile and social engagement.

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Retailing, Brands and
the Consumer Experience
May 23, 2013
Dr. Phil Hendrix
Director, immr and GigaOm Pro analyst
www.immr.org
1 (770) 612*1488
phil.hendrix@immr.org
@phil_hendrix
Based on report:

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How Consumers Feel about Retailers
The Love*Hate Relationship with Shopping
How Mobile Impacts Consumer Experience
Strategic Questions for Brands
Overview

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Research
Findings

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Convenience Stores
Warehouse Clubs
Discount Stores
Grocery Stores
Drug Stores
Department Stores
Consumer Electronics
Home Improvement
Which Stores Are Consumers “Happy” with?

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Which Stores Are Consumers “Happy” with?
1. Warehouse Clubs
2. Discount Stores
3. Grocery Stores
5. Drug Stores
6. Department Stores
7. Consumer Electronics
4. Home Improvement
Best
Worst
Source: immr Shopping Survey

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How Happy Are Consumers with Retailers?
On Average:
1 in 4
“Very Happy”
1. Warehouse Clubs
2. Discount Stores
3. Grocery Stores
5. Drug Stores
6. Department Stores
7. Consumer Electronics
4. Home Improvement
Source: immr Shopping Survey

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1 in 4 “Very Happy”
53% “Very Happy”
vs.
How Does that Compare to Amazon?
Brick
and
Mortar
Source: immr Shopping Survey

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Discover Choose
Buy Use
Customer Experience > Path*to*Purchase

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Stops Along the Consumer Journey

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†
Source: immr Shopping Survey
Love*Hate Relationship

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Can Mobile Save Shopping?
Source: If Shopping is Broken, Can Mobile Fix It? Dr. Phil Hendrix, immr

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Strategic Questions
For Brands

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#1. Are We Excelling at PEER?
Reinforce
Reinforce
Surprise/
Delight
Remove
Frictions
Learn†
&
Adapt
†
Securely, with full transparency
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix, immr

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#2. Are We “Fully Engaged” with Customers?
What
I Like
Who I
am… Where I
am
What’s
Nearby
What’s
going On
What I
respond to
What I’ve
bought
Where
I’ve been What
I need
Where
I’m going
Source: How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing, Dr. Phil Hendrix
KnowJ
Expectations

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#3. Are We “Tuned into” Digital Signals?
LocationLocation SocialSocial HistoryHistory
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr

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#4. Are We Engaging by Consumers’ Rules?
Right*time
Relevant
Personalized
Rewarding
Source: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers, Dr. Phil Hendrix, immr

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#5. Are Numerator & Denominator in Balance?
Customer Benefits
Customer Effort
LoyaltyLoyalty = ffff
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

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#6. Are We Helping Customers Succeed?
Minimizing
Friction
Time
Annoyances
Uncertainty
Cost
Badoutcomes
Risk
Enabling
Shoulds
Fitness
Savings
Social
Green
Education
Maximizing
Wants
Fun
Food
Acceptance
Avoid,
minimize,
or eliminate
“Satisfice” “Maximize”
Entertainment
Recognition
“Good for You”
(Resolutions)

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#7. What’s Our Role in Consumers’ Lives?
And Are We Aligned around these Roles?
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

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#8. Is Our House of Loyalty Built to Last?
Jand Do We Have the Right Foundation?
Source: Raising the Bar – How Leading Companies are Boosting Customer Loyalty with Mobile and PEER Strategies, Dr. Phil Hendrix

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#9. Are We Innovating at Retail?
Stage 4
Stage 3
Stage 2
Marketing
Sales
Finance
Operations
Field service
HR
Legal
Support
IT
Stage 1
Connecting to:
Internal data
External data
Platforms
Partners
“There’s an
app for that”
Keeping
Up
Keeping
Up
Mobilizing
Processes
Mobilizing
Processes
Leapfrogging
Competitors
Leapfrogging
Competitors
Mobile
Innovation
Mobile
Innovation
Payoff
Agile
Development
Small bets
All in
Time and Investment
Remember…
Paul Graham, YCombinator
Source: Mobilizing the Enterprise, Dr. Phil Hendrix, immr
“Returns are concentrated in a few big winners”
“Best ideas look initially like bad ideas…”

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#10. Are We Placing the Right Strategic Bets?
Source: immr Mobile Apps Research, forthcoming

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Appendix

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Additional Perspectives
†
Copies available at www.immr.org
Available at pro.GigaOm.com

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Bio – Dr. Phil Hendrix
Dr. Phil Hendrix
Director, immr
www.immr.org
+1 (770) 612*1488
phil.hendrix@immr.org
@phil_hendrix
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on market
opportunities afforded by new technologies, and an analyst with GigaOm Pro. He specializes in
helping organizations evaluate and capitalize on opportunities that are new6to6customers and new6
to6market. Dr. Hendrix has extensive experience uncovering customer needs, identifying triggers
and hurdles to adoption, and developing strategies that unlock market opportunities, both B2C and
B2B.
As an analyst, Phil focuses on mobile innovation and the implications for companies across
industries. He is a regular contributor at leading industry conferences, including GigaOm’s Mobilize,
Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social6Loco and others. His
current work focuses on mobile and its impact on consumer behavior, especially shopping, M6
commerce and mobile payment.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune 100
clients in mobile, consumer electronics, and related categories, including financial services,
transportation, insurance and others. He works closely with senior management and project teams
on key issues, including market sizing, segmentation, positioning, and branding as well as
innovation, user experience, and customer retention. Over the course of his career, Phil has helped
clients conceive and successfully launch dozens of new products, services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with
Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory
University and the University of Michigan, where he taught courses in marketing, research, and
buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint
appointment as a research scientist in the Survey Research Center, Institute for Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available at
immr and Slideshare, with additional information available at GigaOm Pro.

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immr – Recent and Forthcoming Reports
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
Engaging Connected Consumers – Strategies for Brands, Retailers and Local
Businesses†
If Shopping is Broken, Can Mobile Fix it?
Raising the Bar – Mobile and Customer Loyalty
Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping†
How Consumers Are Using Local Search
Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
The Promise of Hyperlocal: Opportunities for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
Location – the Epicenter of Mobile Innovation †
Forthcoming