In a earlier research study on shopping experience and shopper loyalty conducted by The Verde Group and Baker Retailing Initiative at the Wharton School of the University of Pennsylvania (2007), nearly 50% of shoppers had enjoyed a "Wow!" shopping experience at some point in their shopping past. These "Wow!" experiences, when they occur, are highly impactful to a retailer’s market reputation generating more than four times the word of mouth than do problem experiences.

But how frequently do these "Wow!" experiences occur? What specifically qualifies as a "Wow!" experience, and under what circumstances do they happen? And how important are they to a store’s success?

In a 2009 follow-up study of North American shoppers, Verde/Wharton and The Retail Council answer these questions as they explore great retail experiences and explain how they drive shopper loyalty, share-of-shop, brand and market reputation. The study provides detailed analysis on:

Which specific experiences shoppers consider "Wow!" experiences
How these experiences vary depending on the type of store, gender and age of
     shopper, and region (Canada vs. US)
Which "Wow!" experiences have the largest impact on shopper loyalty and retailer
     brand reputation

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