Consumers Largely Satisfied with Retail Experiences

A new report from Tango found that the overwhelming majority of shoppers are satisfied with the changes retailers have made to make shopping more convenient.
Zachary Russell
Associate Editor
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Tango, a Store Lifecycle Management solution company, has released new data showing consumers still value in-store shopping. The company’s second annual retail benchmark survey of over 2,000 shoppers shows how consumers have adjusted to the changing grocery and retail environment.

“For retailers to thrive in today’s environment, they need to have a firm grasp of consumers’ shifting needs, wants and desires which have resulted in the acceleration of omnichannel requirements,” said Pranav Tyagi, Tango President and CEO. “Brands had to respond to a myriad of new challenges in the last year and technology has proven to be an important tool to gather and identify customer insights for decision-making around these changes. The positive response from our consumer survey should encourage retailers and restaurants to continue to innovate their customer operations and store locations to deliver a seamless experience and address the current needs of shoppers in-person and online.”

Most shoppers are satisfied with their retail/grocery experience. 94% of shoppers are satisfied with the options they have for in-store shopping, pick-up, and delivery from stores and/or chain restaurants compared to 87% a year ago. 94% of shoppers enjoy having the ability to buy online and have options for picking up purchases or having them delivered compared to 86% a year ago. 92% of shoppers report stores have made it easier or faster to pick-up or receive online orders instead of waiting days for delivery from larger fulfillment centers, as opposed to only 84% a year ago.

According to the survey, 83% of shoppers said stores still need to become more innovative in how they utilize their retail space for in-store shopping, order fulfillment and pick-up. 89% of consumers want to continue having options to shop in-store and online with either in-store pick-up or delivery.

Despite the overall satisfaction, customers are still navigating the inflationary environment. 68% of those surveyed said where they shop has changed over the past few months due to inflation and/or higher gas prices. Those with a household income of $75,000 or more are more likely (73%) than those with lower household incomes(63-66%) to say where they shop has changed over the past few months due to inflation and/or higher gas prices.