It’s easy. Simply ignore these guidelines…
“For the near future, despite the growth of online sales, the store will remain the key place where purchase decisions are made, changed or reinforced.”
So says Willem de Bruine, Business Director at Retail Display Solutions, in a recent article published on Biz Community.
We agree and, if this statement is true, then managing the customer experience in-store remains one of the key success factors for retailers. In fact, the customer experience could turn out the key differentiator that gives traditional shopping spaces a reason for existence in a future where on-line looms ever larger.
Creating a positive customer experience in a real-world shopping environment is challenging, but a few down-to-earth pointers might help you make better first impressions.
The details matter
We forget that the details of a shop teaches consumers more about whether we like it or not than just about anything else. Displays that are attractive, attention to décor and lighting design, staff that’s friendly, helpful and knowledgeable, and a meticulously well-kept store – all of these details communicate your brand. Often we think that a dirty floor, a handwritten sign, or a multitude of other ways that we dishonour to our brands is OK. But it is not.
What you, as manager, can do today:
- At your next team meeting or daily huddle, try to rally your staff to once again see the importance of detail.
- Make it concrete - show them photos of where you got it wrong, and where you got it right.
- Help them see that every member of the team is responsible for holding every other member of the team accountable for the details.
- Over the next few days, start a programme that recognises and rewards the right kinds of behaviour.
Clarity trumps persuasion
A great customer experience relies more clarity than persuasion. This is somewhat counter-intuitive, since our first response is usually to meet complex issues with complex solutions. Clarity, however, requires simplicity. It means that a shopper should never feel lost, and should always intuitively know where to go next.
Visual cues and highly availability staff both play a crucial role in creating clarity, as does product mix, and store flow. Most shops will do better to concentrate on improving clarity, than to concentrate on creating bigger, brighter, more noticeable shop displays or promotion.
The same goes, incidentally, for all other forms of communication, including advertising, e-mail newsletters, Facebook pages, product descriptions, internal meetings, memos, you name it.
What you, as manager, can do today:
- You and all of your managers should make a point of regularly shopping with a few customers.
- Try to notice where the customers has trouble finding their way, locating items, or finding help.
- Discuss your experiences with your team and try to find new ways to improve your customers’ experiences.
Realness is the road to redemption
In a world where faux is the new fab, your ability to tell an authentic story is crucial. This is so whether you’re a small line shop or a giant retailer. The advantage of being a smaller set-up, however, is that you are much more likely to have an authentic story to tell. And, due to your small size, it is much easier to change direction mid-stream.
What you, as manager, can do today:
- Take a hard look at your shop and try to answer the big question – is what you are doing here a true reflection your values and your brand?
- If not, you need to figure out what to change. Often this is not that hard. Get your team together and figure out what you can do today to become a better expression of your brand.
The power of one
A team that works as one requires a secure captain and a players who are well versed in handling conflict in a positive, productive way. If your team is misaligned, it is really hard to sweat the details, keep things clear, and be true to yourself.
What you, as manager, can do today:
- A good team-building session is often just the ticket.
- There are many good books about leading and inspiring winning teams and, with a little ingenuity and independent thought, this can take you a long way.
When to call the cavalry
If your business challenges are acute, or if you simply do not have the time to do the work yourself, it might be time to call in a consultant. A good consultant will be able to work through your issues quickly, and give you crucial support along the road to success. Business Consulting is often much more affordable as you think, and represents a real a short-cut to results.
