Slow service and rude staff ‘deterring shoppers from high street’

In a recent study conducted in the UK, Market Force found that bad customer service could be stalling a high street revival, with seven in 10 shoppers vowing never to return to a particular store because of a bad experience. (Read more about the study here.)

We found that slow service, rude staff and unavailable items are deterring shoppers from the high street amid Brexit-related price hikes and another disappointing Black Friday. In our survey of 3,000 UK adults, seven in ten respondents have had such a bad experience at a particular store in the last year alone that they vowed not to return.

The most common complaints included slow service, named by 68% of shoppers, unavailable items (52%) and unknowledgeable staff (50%). Shoppers also encountered rude staff (38%), confusing shop layouts (32%) and overly attentive staff (27%).

The online channel provides healthy competition for the high street. One third of consumers report shopping online a few times a week, while another quarter do the same once a week. With such stiff competition from both high street brands and online sites, brands must demand that their locations deliver exceptional service. There’s simply no excuse for alienating customers by not delivering on the basics.

To do that, you must measure whether staff deliver the experience you want for your brand—and you must do that in every location. Without eyes and ears in your retail stores to understand how your brand comes to life in front of customers, you remain blind to the very issues that consumers experience every day. Inspect what you expect.

If you want to discuss with us how to design measurement programs that take the pulse of every location in your estate, please reach out to us by scheduling a briefing or giving us a call at 1-877-329-9621. Our Strategic Advisory Workshops are a great way to help you and your leadership team evaluate your current measurement programs and whether they deliver the insights you need.

Read More About the Study

As Chief Strategy Officer, Cheryl aligns Market Force's strategic direction with our clients' strategic objectives. She oversees the North American client base, Analytics and Insights, Winnipeg Operations and Marketing. She has a Ph.D. in social psychology and broad business experience in both private and public companies.​