{"id":10150,"date":"2024-12-10T18:28:19","date_gmt":"2024-12-10T18:28:19","guid":{"rendered":"https:\/\/wslstrategicretail.com\/?p=10150"},"modified":"2024-12-10T20:18:12","modified_gmt":"2024-12-10T20:18:12","slug":"drive-retail-sales-with-tlc","status":"publish","type":"post","link":"https:\/\/wslstrategicretail.com\/blog\/drive-retail-sales-with-tlc\/","title":{"rendered":"Drive Retail Sales with TLC (Trust, Loyalty and Caring)"},"content":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row_content_no_spaces&#8221; el_class=&#8221;single-post-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;aside&#8221;][vc_column_text]<em>It\u2019s a perennial problem that\u2019s poised to get worse: What makes shoppers happy, and why aren\u2019t retailers able to offer it? WSL is getting to the bottom of the challenge by talking to retailers and gathering shopper insights to understand how they can regain their entrepreneurial spirit.<\/em><\/p>\n<h2>Retailers and Brands, What\u2019s Keeping You From Caring?<\/h2>\n<p>Nearly seven in 10 consumers tell us that the top necessity for living a happy life is being with people who care for them. Yet when we calculated the \u201ccaring scores\u201d shoppers give retailers, the average was seven out of 10. In fact, no retailer scored better than seven \u2013 only one retailer approached an eight. (<em>Can you guess who?<\/em>)<\/p>\n<p>Does that mean shopping is not a happy place? Depends on where you shop!<\/p>\n<ul>\n<li><strong>70% of shoppers told us they have been confronted by locked merchandise<\/strong> that required a sales associate to unlock. <strong>One-third told us they avoid these stores in the future<\/strong>. If a store is going to lock merchandise, it should let shoppers know so they can order online for in-store pick-up.<\/li>\n<li>For many consumers, <strong>paying the basic bills and putting gas in the car often means passing up a favorite brand<\/strong>. <strong>Nearly two-thirds of shoppers<\/strong> told us they have done so much because of high prices driven by inflation.<\/li>\n<li><strong>A big brand concern is that more than half of shoppers feel manufacturers no longer care about quality<\/strong>. There are exceptions, but few. Faced with increasing prices, no added value or innovation and shrinkflation, can you blame shoppers for feeling quality has suffered?<\/li>\n<\/ul>\n<p>The common denominator in these issues is they generate stress that makes the shopping trip harder, when many consumers go to the store to get away from stress.<\/p>\n<p>Why can\u2019t retailers remove the barriers to shopper happiness? We suspect it\u2019s because retailers face their own barriers.<\/p>\n<h1>Here\u2019s What We See as Retailer\u2019s Happiness Hurdles<\/h1>\n<ul>\n<li><strong>A culture of caring about the customer should be at the heart of retail<\/strong>. Choosing and training the right store managers is essential to achieving a caring culture in every store.<\/li>\n<li><strong>If a store locks up merchandise to prevent pilferage, it needs to give shoppers another option<\/strong> so they don\u2019t scratch it off their stores-to-shop list. Listing locked merchandise on the website can allow shoppers to order online for store pick-up.<\/li>\n<li><strong>Closing self-checkouts, which are used by two-fifths of shoppers, can deter customers<\/strong> from making quick in-and-out trips. (<em>Self-checkouts skew younger, but one-third of Boomers use them, too.<\/em>)<\/li>\n<\/ul>\n<h2>What We Can Suggest You Do Now:<\/h2>\n<p><img class=\"alignnone wp-image-10171\" src=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174238\/HappinessHurdles_Banner-1-300x61.jpg\" alt=\"Blog banner featuring employee helping older man find an item\" width=\"636\" height=\"130\" srcset=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174238\/HappinessHurdles_Banner-1-300x61.jpg 300w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174238\/HappinessHurdles_Banner-1-1024x209.jpg 1024w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174238\/HappinessHurdles_Banner-1-768x157.jpg 768w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174238\/HappinessHurdles_Banner-1-1536x314.jpg 1536w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174238\/HappinessHurdles_Banner-1.jpg 1664w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<h3>Make caring a key performance measure.<\/h3>\n<p>Consumers have made it clear in our surveys that retail and brand trust is earned through acts of caring. The store manager is key for training and emphasis. A simple in-store shopper survey can help to determine if this is a caring retailer.<\/p>\n<p><img class=\"alignnone wp-image-10172\" src=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174240\/HappinessHurdles_Banner-2-300x61.jpg\" alt=\"Blog banner featuring woman debating between two brands of laundry pods\" width=\"636\" height=\"130\" srcset=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174240\/HappinessHurdles_Banner-2-300x61.jpg 300w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174240\/HappinessHurdles_Banner-2-1024x209.jpg 1024w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174240\/HappinessHurdles_Banner-2-768x157.jpg 768w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174240\/HappinessHurdles_Banner-2-1536x314.jpg 1536w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174240\/HappinessHurdles_Banner-2.jpg 1664w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<h3>Build trust in national brands.<\/h3>\n<p>As shoppers weigh the value of their favorite brand vs. the pricing, trust in national brands has declined. In our research, Gen Z and Millennials feel store brands are innovative, well packaged and high quality \u2013 for a lot less money. Ask: Have store brands made inroads in your category?<\/p>\n<p><img class=\"alignnone wp-image-10173\" src=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174241\/HappinessHurdles_Banner-3-300x61.jpg\" alt=\"Blog banner featuring TikTok shop on three phone screens\" width=\"636\" height=\"130\" srcset=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174241\/HappinessHurdles_Banner-3-300x61.jpg 300w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174241\/HappinessHurdles_Banner-3-1024x209.jpg 1024w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174241\/HappinessHurdles_Banner-3-768x157.jpg 768w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174241\/HappinessHurdles_Banner-3-1536x314.jpg 1536w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174241\/HappinessHurdles_Banner-3.jpg 1664w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<h3>Consider alternate channels for premium pricing.<\/h3>\n<p>Consumers appear to shed their money-conscious mindsets while shopping newer, less-traditional channels such as social media and direct-to- consumer. This might be because these channels are so easy to shop. One in four consumers we surveyed said they recently purchased something from a social media channel such as TikTok, Instagram, Snapchat or Facebook, or from a direct-to-consumer site. Two in five are increasing their shopping in these channels.<\/p>\n<p><img class=\"alignnone wp-image-10174\" src=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174243\/HappinessHurdles_Banner-4-300x61.jpg\" alt=\"Blog banner featuring front end impulse buy displays\" width=\"636\" height=\"130\" srcset=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174243\/HappinessHurdles_Banner-4-300x61.jpg 300w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174243\/HappinessHurdles_Banner-4-1024x209.jpg 1024w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174243\/HappinessHurdles_Banner-4-768x157.jpg 768w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174243\/HappinessHurdles_Banner-4-1536x314.jpg 1536w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174243\/HappinessHurdles_Banner-4.jpg 1664w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<h3>Reimagine the front end of the store.<\/h3>\n<p>Two-thirds of online order customers still run into the store after curbside pickup, with men likely looking for snacks and women for sales items. So retailers that offer this convenience should reconsider what merchandise those customers see if they enter the store. Put discounted goods within the line of site at the front of the store, for example. Meanwhile, retailers can find ways to attract that one-third of pickup customers who do not come in, perhaps with test coupons or similar incentives.<\/p>\n<p><img class=\"alignnone wp-image-10175\" src=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174244\/HappinessHurdles_Banner-5-300x61.jpg\" alt=\"Blog banner featuring in-store sign that says &quot;Locked in low prices&quot;\" width=\"636\" height=\"130\" srcset=\"https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174244\/HappinessHurdles_Banner-5-300x61.jpg 300w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174244\/HappinessHurdles_Banner-5-1024x209.jpg 1024w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174244\/HappinessHurdles_Banner-5-768x157.jpg 768w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174244\/HappinessHurdles_Banner-5-1536x314.jpg 1536w, https:\/\/wsl-wp-staging.s3.amazonaws.com\/wp-content\/uploads\/2024\/12\/10174244\/HappinessHurdles_Banner-5.jpg 1664w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<h3>Speak up!<\/h3>\n<p>If retailers offer price reductions, easy shopping and a caring experience, they need to shout it out to shoppers. Shoppers don\u2019t read press releases, but they do notice signage and displays in the store.<\/p>\n<h2>Happy Customer, Happy Retail<\/h2>\n<p>Can a happy shopping space contribute to happier lives? Our ongoing research shows that happy consumers shop in more places, spend more and say they are living their best lives. Our upcoming research results can help retailers and brands create that space, more efficiently.<\/p>\n<p><a href=\"https:\/\/wslstrategicretail.com\/contact\/\" target=\"_blank\" rel=\"noopener\">Contact us<\/a> for a presentation on how to make your shopping culture become a caring culture. <a href=\"https:\/\/wslstrategicretail.com\/shopper-research\/tlc-on-retail-sales\/\" target=\"_blank\" rel=\"noopener\">Read our report, \u201cThe Impact of TLC (Trust. Loyalty. Caring.) on Retail Sales,\u201d here<\/a>.[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;sidebar&#8221;][vc_column_text]\n\t<!--Red CTA-->\n\t<div class=\"vc_row wpb_row vc_row-fluid signup-bar  vc_row-no-padding\">\n                        <div class=\"container wpb_column vc_column_container vc_col-sm-12\">\n                           <div class=\"vc_column-inner\">\n                              <div class=\"wpb_wrapper\">\n                                 <div class=\"vc_row wpb_row vc_inner vc_row-fluid inner\">\n                                    <div class=\"wpb_column vc_column_container vc_col-sm-9\">\n                                       <div class=\"vc_column-inner\">\n                                          <div class=\"wpb_wrapper\">\n                                             <div class=\"wpb_text_column wpb_content_element \">\n                                                <div class=\"wpb_wrapper\">\n                          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addtoany_share_save addtoany_share\" href=\"https:\/\/www.addtoany.com\/share\"><\/a><\/div><\/div>\t    <\/div>\n\t<\/div>\n\t<div class=\"sidebar-widget\">\n\t    \t        <h4>Related Topics<\/h4>\n\t    \t    \t\t<div class=\"single_related\">    \n\t\t    <ul>\n\t\t\t\t\t    \t<li>\n\t\t    \t    <a href=\"https:\/\/wslstrategicretail.com\/blog\/drive-retail-sales-with-tlc\/\" title=\"Drive Retail Sales with TLC (Trust, Loyalty and Caring)\">Drive Retail Sales with TLC (Trust, Loyalty and Caring)<\/a>\n\t\t    \t    <p>Dec 10 2024<\/p>\n\t\t    \t<\/li>\n\t\t\t    \t\t    \t<li>\n\t\t    \t    <a href=\"https:\/\/wslstrategicretail.com\/blog\/beauty-retailer-race-for-gen-z\/\" title=\"Who&#8217;s Winning the Beauty Retailer Race for Gen Z?\">Who&#8217;s Winning the Beauty Retailer Race for Gen Z?<\/a>\n\t\t    \t    <p>Nov 19 2024<\/p>\n\t\t    \t<\/li>\n\t\t\t    \t\t    \t<li>\n\t\t    \t    <a href=\"https:\/\/wslstrategicretail.com\/blog\/new-population\/\" title=\"4 Households, 9 Channels: The \u2018New\u2019 Population Shopping Path\">4 Households, 9 Channels: The \u2018New\u2019 Population Shopping Path<\/a>\n\t\t    \t    <p>Sep 25 2024<\/p>\n\t\t    \t<\/li>\n\t\t\t    \t\t    <\/ul>\n\t\t<\/div>    \n\t\t\t    <div class=\"sidebar-btn\">\n\t\t<div class=\"btn btn-border btn-md\">\n\t\t    <a href=\"\/contact\">Contact us for more<\/a>\n\t\t<\/div>\n\t    <\/div>\n\t<\/div>\n\n\t[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row_content_no_spaces&#8221; el_class=&#8221;single-post-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;aside&#8221;][vc_column_text]It\u2019s a perennial problem that\u2019s poised to get worse: What makes shoppers happy, and why aren\u2019t retailers able to offer it? WSL is getting to the bottom of the challenge by talking to retailers and gathering shopper insights to understand how they can regain their entrepreneurial spirit. 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