posts tagged customer experience

December 30, 2016

Four retailers who won with their interactive holiday displays

By Mandy Hawkins

If you’ve ever seen Jean Shepherd’s A Christmas Story, you can recall the scene where Ralphie and his family vie for a spot in front of the local retailer’s holiday display, in order to catch a glimpse of the splendor.  Elbow-to-elbow, people frosted the glass to see what Higbees determined to represent the magic of the season.  Ralphie, of course had his eye on one thing—an official Red Ryder carbine action, two-hundred shot range model air rifle. 

December 14, 2016

Key features in a retail app that shoppers will love

By Mandy Hawkins

In the retail industry there is one guarantee: there will always be competition.

And when your competition gets better, you’ve got to strategize your next move. This includes creating an omnichannel approach to reaching and retaining customers.

One of the most important tools in your omnichannel arsenal is your mobile app. With mobile sales from apps reaching $59.86 billion in 2015, it is important for retailers’ apps to integrate and enhance the customer’s online and in-store journey (1). These three key features will make users fall in love with your app.

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?

November 10, 2016

Retailers: It's time to fix mobile

By Annie Mueller

Here's why mobile matters:

  • "Mobile users consider their devices to be a part of themselves. A study of mobile behavior by ExactTarget found that 85% of respondents said mobile devices are a central part of everyday life, signifying connectivity to all that’s going on in their world. Mobile connectivity also represents personal space that can be customized to meet one’s needs" (Data Mentors).
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.

August 02, 2016

7 positive predictions for brick-and-mortar retail

By Mandy Hawkins

So you’ve done your homework and you’re beginning to see that the future of brick-and-mortar retail isn’t really all that dismal.  In fact, there are some changes developing that are worth getting excited about.  We have seven predictions for brick-and-mortar retail that indicate positive progress for the consumer journey and retail longevity.  

1. Retail sales will continue to steadily grow.

July 22, 2016

6 major changes in brick-and-mortar retail

By Annie Mueller

Brick-and-mortar retail has come a long way. Take a look at the recent changes that are affecting current trends and will determine the best way for brick-and-mortar businesses to succeed in the future.

1. Goodbye, sales funnel. Hello, customer journey.

The sales funnel is gone. Now it’s all about the customer journey, a cyclical path which the customer can enter and exit at will, and at any point along the path.

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 19, 2016

Retail Challenges: the 3 biggest problems facing brick-and-mortar

By Mandy Hawkins

Remember the nostalgic stories of when it was common to walk into a store, be greeted by your first name, and receive what you needed, often based on the foreknowledge the store owner had of you? 

There were butchers ready with your roast and five and dimes that offered the best deals for your household items.  Service was superior.  People wanted to visit their favorite stores because the experience was convenient and personal.  However, the convenience and luxury of e-commerce was not yet existent. Customers didn't have the options they have today.

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