Customer experience (also known as CX) is defined by the interactions and experiences your customer has with your business throughout the entire customer journey, from first contact to becoming a repeat, loyal customer. Here are some key customer experience tips.
The In-store Experience
Creating great in-store experiences for your customers should be top of the list when it comes to creating (and reviewing) your business strategy. If you need more evidence, consider that 80% of customers believe that the experience a company provides is just as important as its products and services.
So what do customers constitute as a great experience? A great place to gather valuable insight is often online review sites such as Trip Advisor, Google and social media reviews to see what other customers are praising. What gave them a memorable experience and how can you ensure you are offering the same to your customer?
Atmosphere
If customers enjoy the atmosphere in your store, you will increase dwell time and the potential for increased purchases. When we think about a great retail environment, we often think about music. The careful selection of music in your store has the power to positively influence mood and actions. 77% of retailers agree that music is proven to increase dwell time and create a positive atmosphere for shoppers. In fact, we have over 30 carefully curated playlists for all occasions to build the perfect atmosphere, with the option of creating bespoke playlists for any event you may also be holding. Consider automating your music and messaging with our in-store radio service.
Other things to consider could be interactive kiosks and screens, product demonstrations, special lighting or sampling. How can you encourage new footfall through the door in 2023?
Customer Service
One sure fire way to ensure repeat custom is to guarantee 5 star service. From when and how you welcome customers through the door, helping customers find the product they’re looking for and
ensuring any information they may need is easily accessible. It is vital to invest in customer service training so that all employees live by the same standards. If the level of customer service is not up to the expected standard, customers will be the first to shout about it on local forums, which of course will be detrimental to your reputation.
Personalisation
Customers want personalisation, and 78% say they would be more likely to make a purchase if the offer was specifically targeted to their own interests and needs. One of the best ways to engage customers is to involve them! When there is direct contact between employees and customers, it will be much easier for employees to find out exactly what the shopper is looking for and then provide personalised offers. It is also possible to have customers check in on entering a store, so that future offers and voucher codes can then be sent direct to their phone. 49% of buyers have made impulse purchases after receiving a more personalized customer experience, so its definitely worth Investing time in ensuring your products and services are as personalised as possible.
Personalisation should start before a customer has even set foot inside your door. By using CRM software, you can view customer purchase history and predict future needs even before the customer knows they need it. Targeted and personalised offers can then be sent such as a targeted email marketing campaign with special offers and discounts, on their birthday for example.
Gathering Feedback
Using surveys to gather feedback from customers is a great way to gather important feedback from customers which can be used to shape future customer experiences. Survey links can be added to receipts, in-store posters and displays, as well as the use of QR codes to take customers directly to the survey, making it even more accessible.
We hope this article has given you some food for thought when it comes to considering your customers’ in store experience. We support shopping centres and retailers all over the UK with their marketing and customer journey, if we can help you too, please do get in touch.
