Consumers point coldness in attendance at stores in Rio and SP

Search supermarkets and hypermarkets in Brazil, conducted by the Shopper Experience with customers, shows – in quantitative analysis – 83% of respondents assess positively the care and services of establishments in Rio de Janeiro and São Paulo. The criticism from consumers, on the other hand, are focused on what they call "cold service". In the perception of respondents, supermarkets and hypermarkets sin by the human factor.
Men and women, aged 20 years and 70 years, class B and C, who participated in the study highlighted the lack of interest and enthusiasm in the sale; the lack of empathy and welcoming; the lack of space for adding human value at the moment of purchase; employees take advantage of the marks differentials; in the box, there''s a constant wear-employees do not look to the client, don''t make a greeting and smile.
To get an idea of the evaluation, the cleaning area got the highest average of 96%. Already the evaluation of "the box" got with the overall average of 76%, in penultimate place, above only the assessment of the "health area", the lowest of all, with 73%.
"The reports of secret clients were very clear as regards the attendance – classified as cold, distant and mechanical. In practice, these consumers resent this coldness, because the shopping experience should be enjoyable, even in routine, "says Stella B. Kochen Susskind, President of Shopper Experience. The expert added that in times of crisis, to hypermarkets is synonymous with "leisure" for many families of class C. "this is a time to gather the family; to get out of the House. Therefore, the care of excellence would bring this family more greeting at this time ", Stella.