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SARASOTA, Fla. -- One in 10 shoppers leaving a store without making a purchase cited the wait to check out as a factor in their decision not to buy, according to results of a study by National In-Store, based here, and Irving, Texas-based M/A/R/C Research.
The study, conducted in February from 3,500 in-store audits, as well as over 17,000 shoppers, further found that when forced to wait in line for more than four minutes, customer satisfaction levels fall below 80 percent.
"We have reconfirmed one important factor influencing conversion rates," said Steve Greenstein, v.p./RetailMetrics, a division of National In-Store. "Retailers wishing to win must continually identify the other factors that have the greatest relationship towards improving results."
The study, which offers research on "Checkout Speed Satisfaction Levels by Store Category," also provides the results of field audits in over 3,500 stores, related to the actual number of shoppers waiting in line by day of week in each of the six categories of stores measured: grocery, mass merchandiser, club, consumer electronics, drug, and office supply stores.
To download the full study, visit http://www.nis-retailmetrics.com or http://www.marcresearch.com/measure.