"getting a deal" as being a more vital organ of the brand experience compared to shoppers within the U.S. The Canadians also put more focus on an exciting store atmosphere or design. Courtney argues that understanding differences across national lines is crucial for global retailers. "It shows the necessity to recognize the consumer who shops with your retail footprint. Generating a 'one-size fits all' does not work properly," she says. "There are some significant differences between Canadians and Americans. More essential, there is age and gender differences who are relevant to every customer you serve consequently they are straightforward to identify."

The ideal way to lay the basis for customers to experience great retail experiences is ideal for store owners to get and train staff who are able to take basic knowledge about shopper preferences and convert that knowledge to customized service. "If you're a mass merchandiser without training program, the odds of creating wow is slim to none," says Courtney. "Hiring policy is core to your business that can cause 'wow.'"

Swapping the whole bath recessionary climate, fees are essential to consumers, but only one consideration in the wow shopping experience. They discovered that of people experiencing a wow shopping trip, 43% said having consistently excellent products was really a element in their recent great retail experiences. Which was the superior response when it comes to brand experience, then "getting a deal breaker," that had been cited by 31% of respondents. "We are creating a value-based consumer," says Courtney.

Since the Great Depression brought about a time of penny pinching, today's financial disaster is leading consumers to focus a little more about value than price, she adds. "With plastic cards and retail and telecom, we're also seeing value-based buying. ... People are being more scrupulous about where they purchase and what they buy. More educated individuals are buying less expensive in everything."

Still, even just in a challenging economic environment, she says, retailers will be able to deliver a wow experience if and when they plan to deliver the basic elements a terrific shopping experience. "Despite shortages of resources and store closings, it's still possible to thrill and surprise," she contends. "The possibility exists when retailers have all the features in place."

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