Archive for the ‘Customer Experience’ Category

November 22, 2016

How brick-and-mortar retailers can dream up a better Black Friday

By Mandy Hawkins

Let’s talk turkey for a second.  

...

Okay, that’s enough.  Now it’s time to get shopping!  

While this sort of exchange used to be the mentality of customers, recent studies have shown that Black Friday isn’t packing as much punch for the retailer’s bottom line.  Holiday shopping has long been the last hoorah for retailers wanting to finish out the sales year strongly.  How do they accomplish this in today’s competitive marketplace? 

November 15, 2016

The Customer Journey: It’s All About the Experience

By Mandy Hawkins

Shopping cycles have always revolved around the following process: identifying a need, becoming informed, and making the purchase.  In the past, this was pretty much a product-driven process, and fulfillment of the need was only met in a brick-and-mortar setting.  

Now it's all about the customer journey, which involves the same aspects, but is consumer-driven.  Fulfillment can take place in a physical location, or through the wonder of ecommerce.  Why is understanding the new customer journey so important?  It's obvious that retailers who remain product focused will be forgotten to those who make the journey an experience for the customer.  So how does the retailer go about accomplishing this?

September 23, 2016

Omnichannel Wins: Retailers who are redefining the shopping experience

By Mandy Hawkins

Omnichannel is the golden word in retail right now, and for good reason.

Customers are not solely committed to either brick and mortar or online shopping, but see the two as one.  In fact, most customers would never utter the words “brick and mortar,” but would differentiate by simply saying online or in-store. More and more often now, customers don't differentiate at all. They see their interaction with a brand as a continual experience, managed through many channels.

August 10, 2016

Defining the Ultimate Customer Experience in Retail

By Mandy Hawkins

Imagine this scenario: your savvy customer has done their homework and found that you, their favorite retailer, has found a sweet deal online for a product they want, but they need to touch and experience this product before purchase.

They walk through your doors, marking the beginning of their quest, and trek with intention directly to the section of your store that should contain the item they desperately seek. They lap an aisle or two, and circle again, hoping that they’ve overlooked where the item has been placed.

June 20, 2016

Retail Challenges: inconsistent branding leads to customer confusion

By Meghan Mabey

When starting a new retail business, one of the most important steps in developing your brand and encouraging customer loyalty is creating a logo and tagline that accurately reflects your brand and the mission of your company.

The same goes for introducing new digital technology and interactive tools for customers to use in your store. You want to increase revenue and improve customer satisfaction by producing a personalized, responsive shopping experience. You don't want to create confusion in regards to your brand and the services you provide, a professional epidemic sometimes called “brand schizophrenia.”

June 14, 2016

How to quit overwhelming your customers

By Phillip Van Wagoner

It’s often an unchallenged assumption that offering a variety of choices is the best way to give our customers what they want.

It sounds like this: “If my store offers a wider variety of styles or products, my customers are more likely to find exactly what they’re looking for.” But do people know exactly what they’re looking for?

Choice is important, but there are a lot of reasons why this perspective, left unchecked, can be damaging to your brand, burdensome for your customer, and problematic for your business.