Not surprisingly, our shifting social contexts and cultures are impacting shopper behavior. Investing in understanding consumer, customer and employee needs and how they perceive their experiences has become even more important to retaining shoppers and growing your business.
Last month, SIVO Insights launched a national, quantitative study to better understand the current environment for BIPOC Shoppers (Black, Indigenous and People of Color). This study illustrated a wide gap between overall satisfaction vs. Best In-Class inclusiveness.
These responses showcased the importance of not just asking the surface question – “how was your recent shopping experience” – but getting at the heart of shoppers’ thoughts, feelings and beliefs that determine where they shop and where they choose to spend their dollars.
Below are two areas of focus for Best In-Class inclusiveness:
Employee Treatment of Shoppers
“The retailer does not determine the shopper’s experience…it’s the workers!” – Male, Age 45-60
The treatment of BIPOC shoppers drove more than HALF to quit shopping a store, either because of how they themselves were treated (58%) or how another BIPOC shopper was treated (54%). How employees treat shoppers is a critical component to becoming a Best-in-Class retailer, yet less than one-third (28%) of employees believe their employer has a Diversity & Inclusion initiative within their organization.
Brand, Product and Community Needs
“Having a diverse range of products and giving back to communities of color” – Male, Age 18-29
More than 60% of BIPOC shoppers have gone out of their way to purchase a brand or product from a retailer or company they consider to be supporting BIPOC shoppers. Understanding the brand, product and community needs of BIPOC shoppers is another important component to becoming Best-in-Class.
There are signs of progress, with 45% of BIPOC shoppers saying the retailer they most recently shopped was working to be more inclusive.
This study only starts the conversation. It illustrates the importance of understanding your own BIPOC shoppers and digging below the surface to get to the critical components to build loyalty with BIPOC shoppers.
For additional survey details, visit Best In Class Infographic or firstname.lastname@example.org to get detailed study results. We’d be happy to discuss how we can customize an approach to support you on your path to Best In-Class inclusiveness.
Jennifer is a seasoned, cross-functional researcher with 20 plus years in shopping and consumer insights, brand research and sales. Her previous client-side roles at General Mills, Inc. and Altria instilled a deep appreciation for the unique partnership role SIVO can play with clients in insights discovery and strategic application. As a researcher, Jennifer has a deep respect for traditional methods, but is most energized with business questions that require agility, a push to “think differently” and lean into the future (what could be.) Jennifer’s strong listening skills and intuition combine to effectively design customized research plans that help to answer complex and nuanced business questions.