Above is how Trust see the journey to success in your retail business. The starting point can be anywhere based on where you can deliver the most value to your customer and therefore to your business. From here you can continue on the journey and build, build, build business benefits. In this mini-series leading from our latest Thought Leadership Guide: Surviving to Thriving – How Retailers can Transform to Excel, we will be delving deeper into the three key areas. Transforming Customer Experience, Transforming Operational Processes and Transforming Business Model. In this guide, we will be focusing on Transforming Customer Experience.
Customer Understanding
Customer knowledge and more importantly understanding helps deliver a better service. But there are many ways to deliver this. By giving customers the tools and information you move from robotically serving them to adding value with what they want whether that is guidance, information or independence. This makes selling easy and moves customers to become your brand ambassadors.
Furthermore, an important element of any digital transformation strategy is ensuring in-store colleagues are fully informed and have access to information at their fingertips. This enables them to communicate accurately and personally with your customers. Any customer facing solution must be fully integrated throughout the business bringing together a full omnichannel experience. For example, if a customer wants to buy a product that is not ranged in a store an in-store colleague should be able to offer the customer and complete a transaction to deliver to store, collect from another store, deliver direct to home or to a chosen pick-up location. Going the extra mile for customers in this way will differentiate you from your competition. Read more…
Customer Touchpoints
All retailers have a mass of data, turning this data into intelligence with technology can deliver better connected customers and in-store colleagues. Getting this right soon saves money, increase sales, enhances efficiency, and elevates your brand to stand out from the crowd ultimately delivering an extraordinary experience.
Improving the customer experience starts with your in-store colleagues. Empower your team and make them want to work for you and this will spill out into the service they provide your customers, they will deliver a greater level of service because they have the right tools and are engaged in their work. With pressure to reduce costs and wages you need to think outside the box. People are driven if they are happy and entrusted to make decisions, question is do your in-store colleagues have the tools to deliver this? Read more…
Topline Growth
Mechanisms that encourage a customer to enter your store, make a purchase, increase basket size and ultimately ensures your customers return will automatically lead to topline growth. Whether you choose a technology to overlay your enterprise WiFi to promote offers and information to customers personal devices (with or without complementary digital display media) the technology has to be agile so your communications are relevant and timely. There are many macro influences on shopping trends it is vital to understand your current stock position, competitor pricing to deliver and update promotions in real-time. Relevance is everything.
The use of customer engagement over WiFi in sync with digital displays can really bring your brand to life whilst updating customers with real-time information. How you use digital screens can lead to wowing your customers with engaging visuals and videos, giving them a reason to come back to your store and not your competitors. Read more…
Read the second and third stage of our journey to success series, Part 2 -Transforming Operational Processes and Part 3 – Transforming your Business Model.