You’ve got a great store. Your products are fantastic and your location is great. So, what’s missing? Maybe you’re reading this and thinking “nothing”.
But you’re wrong.
It’s not enough in these days of the experience economy to have terrific products and a great store in a fabulous location. You need that extra something to keep your customers coming back.
This post: “Upgrading your store: expert tips to engineer a great retail experience” is dedicated to giving you the push you need to take your store to the next level. Let’s talk about it.
Creating an experience.
Personalized service is a must and you’ve got it. But how do you take that from good to great? Think of your store as the set of a film. A truly memorable film has all the bells and whistles – engaging characters, involving plot, state-of-the-art special effects and expert design.
Your store is no different. Your sales floor staff are the characters. How they engage with your customers is key. But beyond your staff, are you using all the channels of engagement you can to craft a branded experience that will draw your customers into the plot?
The omnichannel retail environment is emerging as the prevailing model, so using your online presence to build the plot is part of the deal. Knowing your customers and what they want is another part of that deal. Appeal to them personally to make your customer experience everything it can be.
A unique and lasting impression starts at your website, but is incarnated in the sales floor experience. Every sense must be engaged, so think in terms of the music you’re playing, the way your store smells and the way customers are invited to interact with your brand, once inside.
Use the element of surprise to give customers something they might not expect. That might be coffee and pastries. It might be a guerilla demonstration of a popular product. Depending on your niche, you can be creative to keep your customers watching your brand movie. Do this well and often.
It’s all about the customer.
Great branding that sticks in the mind starts with the customer – not the product. Every customer who walks through your door is a VIP. Training your staff to model welcoming behavior is an imperative and one your shoppers will appreciate.
Customers should be warmly greeted when arriving at your outlet. Encourage your staff to get to know regular shoppers. Everyone should be asked how their day is going and if they’re looking for something special. They should also be told about sales items, or items about to go on sale (which haven’t yet been advertised).
Training employees in the elements of basic retail sales is an often-ignored step in the retail world. But when you’re competing with online retailers using a data-driven model, you need to do this. The customer is the reason you’re in business, so focus!
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