The Customer Merchant Experience

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    This individual Report Shopping Behavior, Channel Usage, and Loyalty: How Behavior Aligns with Experience is available for purchase. This Report is available to members of Mercator Advisory Group’s The Customer Merchant Experience Advisory Service. Please be advised that this Report is normally part of a research and advisory service that provides ongoing support throughout the year. As such, this Report contains significant depth of content that is selected for its strategic importance to our members. (For a description of these services, see our Advisory Services section).

    While the Report represents significant analyst time invested, there is no means of our ascertaining if it will fully meet your specific intended purposes. Typically, these Reports form the basis for future discussions with our clients where we are able to fine-tune additional information that we have gathered in the construction of the series of Reports (or locate new information rapidly due to our exclusive focus on gathering information in the payments industry) for specific member needs.

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Shopping Behavior, Channel Usage, and Loyalty: How Behavior Aligns with Experience

New survey explores U.S. consumers’ dynamic shopping behaviors in the emerging mobile age.

Third report from Mercator Advisory Group’s new Customer Merchant Experience Survey

Mercator Advisory Group’s latest Primary Data report, Shopping Behavior, Channel Usage, and Loyalty: How Behavior Aligns with Experience, is based on the company’s new consumer survey, the Customer Merchant Experience Survey. The online survey of 3,002 U.S. adult consumers, which was conducted in February 2018, explores consumers’ merchant experiences as they shop in-store, online, and via mixed channels. The survey was designed with the goal of defining and highlighting consumer expectations for optimal experiences with merchants.

This third report on the survey’s findings builds on the overall experiential analysis of the first and payments experience analysis of the second, and looks more specifically at the emerging behavior patterns of customers as they shop in-store, online, via mobile, and using mixed channels such as remote order and pick-up.

Ken Paterson, VP, Special Projects, Mercator Advisory Group, the author of this report comments, ”While traditional stores remain the most used purchase channel, and e-/m-commerce purchases grow proportionately faster, customers’ behavior is quickly evolving. Conversational commerce and remote order and pick-up are joining now well-established mobile behaviors such as online research and showrooming. It’s an environment spanning traditional and hybrid shopping behaviors.”

This report is has 56 pages (in slide format) with 26 exhibits.

Companies mentioned are: Amazon, BJ’s, Chipotle, Costco, Kohl’s, Lego, Macy’s, McDonald’s, Nordstrom, Office Depot, Panera Bread, Petco, Sephora, Starbucks, Target, Uber, Walgreen’s, and Walmart.



Among the findings highlighted in this survey report:

  • Customers perceive their own shopping practices are changing; nearly half say they do more research before purchase.

  • Remote order and pick-up, a hybrid online/mobile and store channel, has already reached half of adults.

  • Customers’ loyalty program participation across the 21 merchant verticals and their self-reported incremental spending and store visits attributable to those programs are surprisingly modest.

  • A comparative analysis of programs to drive incremental spending found great similarity of results across four program user groups.

Topics explored in this report include:

  • Shopping Behavior, Both Dynamic and Traditional

  • Proliferation and Blending of Shopping Channels

  • Merchant Verticals’ Loyalty Programs: Incidence and Effectiveness

  • Behavioral Alignment with Mercator Shopper Segments