Retailers Think They're Giving Customers What They Want. "Not Quite," Say Customers.

Retailers, at least the majority of them, think they're doing a great job at giving customers what they want. Consumers generally disagree, according to a new study of 15,800 people by Oracle Retail.

Based on the results of that survey, it's clear that retail companies are missing on the fundamentals. For example, 57% said that it was not easy to return purchases, while the same amount of retailers described the returns process as "very easy." But perhaps the more troubling takeaway is a pattern of disconnects that suggests that retail leadership may not know what customers actually want.

Consumers overwhelmingly want choices in fast, free shipping. Image source: Getty Images.

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Source Fool.com