Customer Experience is EVERYTHING today – Here’s How You Can Harness It


The Importance of Retail Customer Experience

2017 was a pretty dismal year for Retail. The year saw a ton of established brands shutting shop, including Sears and JC Penney shutting down shops and blaming Amazon for their downfall. That’s just one side of the story though. On the other side, retail stores like Sephora and Ulta are thriving and sportswear brands Nike and Adidas are setting up massive flagship stores. Perhaps the most significant development though, was the physical store openings of online-only brands like Everlane and Warby Parker. The lesson here is simple – but significant – your customer’s experience is everything.Β 

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More Than Just A Product

What do the brands that got the better of the retail apocalypse have in common? They stopped selling products and started focusing on experiences, which is more about how you sell the product, than the product itself. Is your brand all about sustainability? Create an experience for your customer where you talk about the materials that go into your product. It can be as simple as a well-shot video of your manufacturing process that’s in your website. Take the time to think about your brand’s message and the kind of customer you are targeting. Remember, the brands that failed sold products. The brands that succeeded, sold lifestyles.Β 

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In-Store vs On-Site

If you have both a store/boutique as well as a website, it becomes important to tie both these experiences together in one cohesive way. One platform cannot take precedence over the other. If a customer sees something on the site, for instance, she should know if the piece is in store or not. Retail customers are better informed than ever and do plenty of research. This means that your in-store experience has to be the same as your online experience. If your customer sees something on your app and then wants to check it out in-store after which she decides to buy it online, she should be able to do so with ease! Merge your platforms to create one beautiful experience.Β 

Artificial Intelligence is the Future of Retail

There is absolutely no denying that all of us use technology one way or the other to access the world. Similarly, customers use technology to access our business, so why not take advantage of all that it has to offer? Artificial Intelligence today has evolved to the point where it can recognise images and tag them (and therefore create better catalogs) and even generate models! AI cuts down on a lot of work for the entrepreneur and gives them the time to spend on tackling the creative challenges that the brand may face. If robots are our future – the quicker we learn to control them, the better!

Create Loyalty

It’s 2018, but the most powerful form of marketing is still word-of-mouth and brand loyalty. In an age where there are hundreds of choices available for literally every single product, it becomes crucial to not only have people return to your brand, but also to promote it among their friends and family. Have an ‘insider’ mailing list that has exclusive product launch details and discounts, seek and share stories about your customers on social platforms to make them feel like they’re part of a special tribe and most importantly, create quality products that will put a smile on the user’s face.Β 

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