Consumers aren’t entirely happy with retail experiences overall—a little less happy than they were last year in fact. But large-format discount stores rose a notch in their estimation, and they’re welcoming the in-store technology retailers have been implementing. Kiosks in particular breed contentment, according to CFI Group’s Retail Satisfaction Barometer 2015.
The indicator shows a slight decrease in overall satisfaction compared with 2014. The RSB score for 2015 is 79 on a 0-100 scale (with 100 being the highest possible score), a 1-point drop from 2014. This drop was fueled by decreases across major drivers of satisfaction: Associates (down 1 point to 79), Merchandise (down 2 points to 83) and Price (down 2 points to 80). Consumers’ intentions to increase spending also declined by 2 points (72 vs. 70).
Kiosks: A competitive advantage
This year, the RSB was expanded to include new insights aimed at customer-facing technology. Among the 20% who used in-store kiosks, higher satisfaction scores are reported mostly across the board and their Likelihood to Spend More increased.
“Our data shows kiosks can be a big competitive advantage,” said CFI Group CEO Sheri Petras. “When consumers use them, they’re not only reporting a higher overall satisfaction level with the store, but they also have better perception of integral drivers like Price, Merchandise and the Checkout process.”
Plus, the satisfaction level increases are seen across the age spectrum. From Baby Boomers down through Millennials, those who used kiosks reported higher levels of satisfaction. In fact, another new study found nearly half of consumers want self-service checkout kiosks.
Whether a tool for associates to help consumers, or a tool for consumers to help themselves, kiosks improve the efficiency and effectiveness of the shopping experience.
See more findings in CFI’s infographic.