Service Trumps Price During Busy Holiday Season

Service and having products in stock proved to be much more important than price this holiday season, says a recent survey of U.S. holiday shoppers by the tax firm KPMG. This study also indicated that 62 percent of shoppers conducted online research before making their purchase. "The hustle and bustle of the holiday season wears thin on shoppers, who tell us that those retailers that provide immediate gratification get wallet share in this extremely competitive retail market," says John Rittenhouse, a spokesperson for KPMG.  "This year, it was important to have a good selection of items and to have adequate supplies. Importantly, younger, more affluent shoppers -- the most sought-after retail customer -- said they are most likely to go where they are certain to have their needs met, not necessarily because an item is on sale." For instance, some 39 percent of consumers this holiday shopping season reported shifting retailers based on which one best met their needs, underscoring the importance of having the right amount of the desired merchandise in stock at the right time.