Customers are increasingly looking for retail brands that can deliver personalized experiences. To meet these trends, retailers should foster customer engagement by marrying e-commerce capabilities with traditional brick-and-mortar stores.
Fortunately, you don’t need to be Amazon or have a knockout social media presence to create a strong sense of customer loyalty. We’ve put together the following guide to help you build a base of loyal customers while delivering a rock-solid retail customer experience.
A successful retail customer experience will leave the customer feeling satisfied with their purchase and eager to return. As a retailer, you should strive to make your customers’ shopping experience as pleasant and fulfilling as possible.
Shoppers shouldn’t leave the store with unanswered questions. Even if you don’t have the right item in stock, you can still show your customer alternatives or offer to let them know when your store will receive its next shipment. Shoppers will appreciate that you went the extra mile.
While there are many steps that store owners can take to facilitate an excellent retail customer experience, the three most impactful decisions you can make are to:
Customize your approach for each shopper.
Keep in touch with customers after they leave the store.
Use technology to streamline the sales process and to meet customers where they’re at.
In the following sections, we’ll tackle each step in depth. We’ll also discuss specific, actionable ways to help you boost your store’s retail customer experience.
One of the most powerful ways to create customer loyalty is to simply pay attention to your customer’s individual needs and preferences. Everyone wants to feel appreciated and heard. We’ve put together the following tips to help you boost sales by giving your customers the shopping experience they deserve.
More often than not, aggressive sales tactics end up driving customers away. No one wants to feel like they’re being sold to. People much prefer to feel heard.
Coaching your sales staff on how to speak to new customers can pay off big time over the long run. An initial sales conversation shouldn’t be about pushing for a particular purchase. Instead, try to learn about your customer’s individual preferences.
Create a space on your company’s website where customers can sign up for personal shopping experiences — whether in-person, over the phone, or via a video call. Customers will love the opportunity to receive customized shopping recommendations. Your sales staff will also gain valuable insight into what your customers need.
One of the best ways to create a great customer experience is just to listen to what your customers have to say. Sales associates can input key customer details like preferred brands and favored apparel items into your company’s CRM system. This information will come in handy during promotional periods.
Give your customers a wide range of options when it comes to redeeming rewards points. All too often, we find it difficult to see the forest for the trees. Limiting the range of items that customers can redeem their points toward may help your bottom line in theory. In practice, if customers don’t stand a chance of getting the items they want, they simply won’t use the program.
Integrate your rewards program with customer purchase data to send out personalized emails. Let your customers know about special opportunities that would appeal directly to them. For example, if your customer has a history of buying Birkenstocks and you just got a new shipment, you might offer extra rewards points on their next Birkenstock purchase.
One of the most powerful ways to build customer loyalty is to communicate with your customers outside of the sales process. Think of these as touchpoints. You’re not necessarily trying to sell them anything. You’re just letting them know that you’re thinking about them.
Of course, knowing when to reach out is half the battle. Use these tips to manage a successful outreach system with your customers.
Customer relationship management (CRM) has become incredibly sophisticated over the past two decades. Many systems come with an in-built calendar and scheduling system, making it easy to set up automated reminders. Some systems may even let you create automatic emails that will go out at regular intervals.
You can use these emails to let your customer know about upcoming sales, new items, or major announcements. Oftentimes, the information is the least important part of the email. These messages are largely about sending your customers a friendly reminder that you exist and you’re looking forward to doing business with them again.
You don’t want to follow up after every single purchase. That would probably only succeed in scaring your client base away, after all. However, strategic emails or text messages after a big purchase can leave a positive impression on your customer.
Imagine that a woman spent the whole afternoon in your store debating which dress to buy for an upcoming party. Eventually, she settles on a sleeveless crimson gown. You could input details about the customer interaction in your CRM system. Then, set a reminder to follow up after the customer’s event.
When it’s time to reach out, you can send an email to find out if she was happy with her purchase. Asking questions regarding the dress’s fit and her overall feelings about the gown. Add a personal touch by asking how the party went. This will leave her feeling good about her shopping experience.
Take advantage of every opportunity that comes up to celebrate your customers’ milestones and important dates with the company. These can include:
The customer’s rewards club anniversary
Their birthday
Completed payment on a layaway or buy now, pay later purchase
The anniversary of a major purchase
Simply sending out an email can establish an additional touchpoint. Even if they don’t go out and make an immediate purchase, they’ll be thinking about you.
However, for best results, it’s recommended that you pair your email with a custom discount. This will make your customers feel appreciated and contribute to a positive retail customer experience.
The COVID-19 pandemic accelerated trends in the retail industry toward greater tech adoption. Even traditional brick-and-mortar stores have found themselves relying more and more on online purchases.
Customer feedback shows a strong preference for omnichannel retail over just online retailers or just physical stores. Think of the modern retailer as a partnership between e-commerce and retail stores.
In the following sections, we’ll talk about a few ways that you can use technology to boost sales while providing a superior retail customer experience.
Smartphones have transformed the retail business by making it easier than ever for consumers to buy products through multiple sales channels. Retail trends show that customers prefer the convenience and flexibility of completing different stages of the purchasing process online and others in person.
You can tap into this trend by giving your customers the option to buy online and pick up their purchases in-store. It’s also a good idea to make the reverse a possibility. Many customers enjoy trying on or viewing products in person but then making their purchases online.
Embrace the full range of omnichannel sales channels to capture a bigger slice of the customer pie.
You can use your CRM system for more than just sending out follow-up emails. Ask your sales associates to conclude each purchase with a small note about the customer. They can keep track of customer preferences, such as brands or favored styles.
Think of your CRM as a private library containing invaluable notes on your company’s most precious resource — your customers. Humans thrive on recognition. Watch how your customers light up when you remember their favorite brand. Earning loyal customers has never been easier than with CRM technology.
In recent years, increasingly sophisticated POS systems have replaced the once ubiquitous cash register. Now, KioskBuddy has come along to enhance retail POS systems by providing the added functionality of a self-service checkout. With KioskBuddy, buyers can scan their items and pay for their purchase all from one convenient location.
Best of all, KioskBuddy frees up your sales staff for more important tasks, like helping customers find the right product for their needs.
Retail customers increasingly expect a personalized shopping experience. Consider tailoring your business to the needs of your customers by facilitating genuine, no-pressure customer interactions with your sales staff. Plus, by overhauling your rewards program (or starting one), you can better meet your customers’ unique needs.
Making concerted post-purchase follow-up efforts will leave your customers with a positive impression of your business. You can also enhance the customer experience by embracing omnichannel sales and CRM technology. Finally, you can ensure your customer leaves your store smiling by providing a smooth checkout experience with KioskBuddy.
Start your free trial today to see how KioskBuddy can transform your business’s customer experience.