Companion Shoppers and the Consumer Shopping Experience

Abstract

Many of the social and recreational aspects of retailing have been studied; however, an understudied area of retailing related to this is the role played by shopping companions who accompany shoppers in the retail environment. This qualitative study investigates the roles assumed by companion shoppers. It was found that companion shoppers act on behalf of both retail customers and the retail firm. The companion performs many duties traditionally performed by the retail salesperson, thus enhancing the customer's retail experience. It is recommended that retail managers incorporate strategies that build relationships with companion shoppers in order to positively affect customer satisfaction. These strategies should include companion promotional programs such as those that encourage customers to bring a friend to stimulate both powerful word-of-mouth endorsements for the retailer as well as expansion of the retailer's customer base.