Adapted advice from the Experience This! podcast with Joey Coleman and Dan Gingiss.
While online shopping continues to grow at a significant rate, some people believe brick-and-mortar stores are doomed in today’s tech driven world. In episode 35 of Experience This!, a customer experience podcast series, hosts and CX experts Joey Coleman and Dan Gingiss discuss ways that these businesses can create a remarkable retail customer experience by distinguishing their retail operation from the online environment.
Specifically, Joey talks about his recent experiences at a doctor’s office and Bed Bath and Beyond, and what happened when he received exceptional customer retail experiences. He mentions, “In an era where a lot of people are talking about retail being dead, the fact of the matter is it doesn’t have to be.” Here are five tips on how to create a remarkable retail customer experience.
Help the customer accomplish their goal
Lots of times when a customer enters a retail store, they have a specific goal in mind. Businesses need to know what the customer is trying to achieve. If you are able to hold them by the hand and get it accomplished, you’ve created a happy customer experience.
Be ready to help the customer who wants to get in, buy their item, and leave as fast as possible
Retail stores are often designed to place the item most often looked for the farthest away from the door. In a world where convenience and efficiency are desired by customers, Joey explains, “you can actually earn more goodwill by helping them to find their thing, get it purchased, and leave than you can by having them wander through the store.”
Never ask the same question twice
Joey discusses this importance of this tip in his book, Never Lose a Customer Again. “If you’re going to go through the process of filling out the paperwork, do it in a digitally sensitive, digitally advanced way so that you don’t have to repeat the same question across multiple forms.”
Make a personal and emotional connection
Caring isn’t that hard to do. Remember what matters to your clients and then feed that information back to them to create a special connection and in the process, an experience worth talking about.
Treat your return customers even better than your new customers
Sometimes there are situations where the new customer gets the better deal, the better treatment, the first available appointments. Wrong. The returning customers, the devoted customers, those who have already done business with you should get the priority. Reward the fact that they have returned and always let them know you’re happy to see them.
The in-store experience is vital, according to the US Census Bureau, stating that 90% of retail revenue is still coming from stores. So the next time someone walks into your store or business, cherish the fact that they are there and make the most out of their retail customer experience. To learn more about how to create an incredible customer experience and other CX lessons from Episode 35 of Experience This, listen to the full episode.