Delighters cannot rescue broken basics
Classify apparel retail experience features as Kano must-haves, performance needs, or delighters.
The move: fix the expected need before you add the charming extra. Kano is useful because not all customer needs behave the same way. A clean fitting room, accurate price, available size, and working pickup process are must-haves. Customers rarely praise them because they expected them. When they fail, the emotional reaction is strong because the retailer has broken the basic promise. Must-haves These are the non-negotiables. In apparel retail: correct size on hanger, accurate stock status, clean mirrors, clear return rules, no surprise price mismatch, and timely pickup. Performance needs These improve satisfaction as they improve. In apparel retail:…
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