For their Winter Holiday Shopping Survey, PriceGrabber asked 2,887 US online shopping consumers about their plans for the next few weeks. The most significant piece of data to come out of the survey is this:
69% of consumers plan to shop at the same retailers as they did last year.
When asked why, 70% said they would remain loyal to certain retailers because of good customer service.
This is significant because customer service is the one area where a smaller retailer has a chance of beating the big boys. Small retailers can’t slash prices to match Walmart. They certainly can’t price competitively and still offer free shipping. And they can’t beat the selection at Amazon. But they can go above and beyond to make sure their customers find great gifts without a lot of effort.