Survey: Stock, Simplicity Trumped Price in Holiday Shopping
Having items in stock and then being able to return them easily were shoppers’ top concerns when choosing where to patronize this holiday season according to a new survey by KPMG LLP. 81 percent of respondents said they shopped in stores where the items they wanted were in stock and 75 percent said they preferred stores with an easy return policy.
KPMG National Service Leader for Operations Risk Management John Rittenhouse said, “The hustle and bustle of the holiday season wears thin on shoppers, who tell us that those retailers that provide immediate gratification get wallet share in this extremely competitive retail market. The survey further demonstrates that supply chain and operational execution is critical for any retailer or they risk being sidestepped by the consumer.”
Only 19 percent of respondents chose price as their primary concern, although that number jumps to 41 percent when talking about electronics. Newspaper inserts swayed 50 percent of consumers, only half of whom were influenced by coupons. Early promotion had little influence, and few shoppers waited until the last minute to capitalize on better deals.
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