86% of consumers are willing to pay more if it means a better shopping experience.
With eCommerce shop after eCommerce shop popping up on the
market, it’s easy to forget about nurturing your in-store customers. But, every
customer experience matters.
Every experience shapes how your customers remember and talk
about your business. If your in-store experience is lackluster, you’re missing
out on a chance to rise above your competition.
In a world run by retail, you can’t afford to miss out.
You’re probably thinking… “That’s cool and all, but
how do I do it? How do I get started improving MY customer’s shopping
experience?” As with most things, it’s easier said than done.
But, don’t worry! Keep reading to learn how to start offering
an excellent in-store customer experience, today. Your bottom line and your
customers will be really happy you did!
The Shopping Experience Starts With
Your employees are the face of your business. They’re one of
the first things customers see the second they walk in your door. If your
employees aren’t happy, they’re less likely to care about making your customers
One of the best ways to ensure they feel valued is to
encourage feedback and open communication. When they offer criticism or clue
you into what’s working, it’s your job to listen.
And act on what they tell you.
Make Your Values Known
Consumers care about doing business with companies that share
their values. If you can display your values throughout the store, the right
visitors will feel at home. They’ll feel comfortable and welcome.
Making your values known doesn’t mean plastering them on
posters or aggressively selling them. Nor does it mean pushing away people who
don’t agree. It means doing things like:
Training employees so they feel confident in what they’re selling
Treating customers as a friend coming to you for help
Weaving them into your company’s business structure
Considering them when sourcing materials, labor, and manufacturing
When core values run every aspect of a business, consumers
notice and appreciate it. Use your values to accentuate the in-person shopping
Your customers will thank you.
Think Beyond Visual Appeal (Use All
Running a brick-and-mortar shop gives your customers the
Interact with your products
Be immersed in the culture and atmosphere of your brand
Speak with real salespeople that advocate for your products
Use all five senses when
deciding what to buy
Many stores only focus on the visual aspect and ignore the
rest. Yes, we are visual creatures. But delivering an excellent shopping
experience means considering the other four as well.
What type of music do your customers enjoy? Is there a genre
that makes them want to spend more money? What scents do they like?
How is your product going to feel in their hands?
Little things make a big
difference. It pays to pay attention and use what you know about your target
Treat Customer Service as the Back
Bone of Your Business (Hint: It Should Be)
Company’s in the United States miss out on over $41 million every year because of bad customer service. That’s a lot of money to miss out on because of something within your control.
Think about the last time you were unhappy with something you bought.
A business with good customer service will work with you to
make things right by you. But, a business with bad customer service will leave
you with a sour taste in your mouth. How do you want your customers to remember
Think about what systems and policies you need to ensure
customers leave your store happier than when they came in. Make sure every
interaction lets your customers know how much you appreciate them.
Reward Loyal Customers & Give
People a Reason to Come Back
Customers appreciate being taken care of. This is especially
true for repeat customers. In a sea of other competitors, they choose you time
and time again.
You know you appreciate their business. But they might not.
So, how do you make sure they know? You could try:
Offering a customer loyalty reward program
Hosting invitation-only events for frequent buyers
Asking for their feedback on new products
Sneak previews and exclusive giveaways
Coupons or free gifts to encourage customers to return
Sending a personalized note
or email to say thank you
Tests out different ideas and ask them what they like best.
Consider the Customer’s Journey From
Opening the Door to Checking Out
As soon as a customer steps foot in your door, they become a
part of your story. They’re no longer on the outside looking in. Their shopping
experience shapes how they think about your business.
When designing (or reorganizing) your space, think about the
journey you want your customers to experience. What are they going to see
first? Where will they go from there?
What will they see when they’re trying something on or
preparing to pay you? Plan out every step of the way and help guide them from
stepping in the door to leaving your store with a smile.
Offer a Unique Shopping Experience
It’s easy to confuse customer engagement with customer experience. While they do go hand-in-hand, they’re not interchangeable. So, whats the difference?
How a customer engages with your brand shapes their shopping
experience. But, engagement is only one aspect of that experience. Creating a
customer experience that demands engagement is a good place to start.
Think about the shopping experience your competitors provide.
What do your customers expect from you? Once you know how to answer those
questions, take them one or five steps further.
People remember unique experiences because they associate them with emotions. And those emotions cut through the mental noise. At the end of the day, they’re going to remember how you made them feel.
It’s Your Turn to Make It Happen!
Now that you know what you can do to improve the shopping experience, it’s time to decide what
you’re going to do. What tweaks can
you make to offer an excellent shopping experience for your customers?
Let us know by joining the conversation, below.
We can’t wait to hear from you!