for some retailers, 2020 will be the final curtain call
January is traditionally a slow month for stores, so how can retailers entice customers in from the cold?
Retailers across the country are readying themselves for the year ahead. The holiday season is done, and promotions and seasonal goods are packed away for another year. January is traditionally a slow month for stores, so how can retailers entice customers in from the cold?
This is when customer experience can really make a difference.
Over the holiday season, customer experience concepts reached new heights — for instance, Showfields literally turned the retail store into an interactive theater, complete with actors, artistic scenery, and a show. While most every day in-store experiences aren't quite so grand, how staff executes the strategic vision inside stores will make or break performance expectations whatever the time of year.
Creating an amazing customer experience doesn't require revolutionary concepts or huge investments. Instead, retailers can follow the playbook of great theater to delight and engage customers to spend. If you worked hard to entice customers into your store during November and December, why would you completely take your foot off the gas come January?
Enable great performances
The store manager sets the atmosphere for the whole cast within the store. They must have a firm grasp on the big picture, yet understand how to unleash the full potential within individual performers by tapping into hidden talents and encouraging productive creativity. They are also the pace setter, ensuring staff maintains the right energy level and stamina to keep up the excellent work. Give store managers the power to act in the best interest of their customers and adapt pre-defined plans in the face of changing circumstances — they will always perform better than those who stick to the plan regardless of the outcome for fear of retribution from those higher up.
Allow them to feedback on the experience of the holiday season, discussing what worked well and what could be improved. How can the lessons learned during the busiest season be used to drive sales when foot traffic is quieter?
Immerse customers in the story
Give customers a reason to leave their screens for the stores. Tap into the five senses to bring products to life for customers — provide an opportunity to touch, taste, or actively engage with items for sale. Consider these two dramatically different experiences with buying a PlayStation 4 Console. At one store, it sat inside a box behind a locked shelf with a sign saying, "see a salesperson to purchase." At another store, it was connected to the TV ready for customers to test out the game inside. It's not hard to guess who gets more business.
Theatricality doesn't have to be complicated. Costco, while not offering a polished shopping environment, draws customers in with the opportunity to touch, taste, and experience their stock. By employing staff to present products to shoppers they are bringing those products to life. Just as holiday treats were offered in November and December, how about showcasing new seasonal produce to reflect the New Year? Simple but effective. Just as the successful technology retailer allowed customers to play with the product before buying, so retailers who allows customers to touch, try, and become engaged with the products have an immediate edge over online stores. After all, this is the one of the few game winning strategies that physical stores have over online competitors.
Provide the script, but allow room for improvisation
Even the best laid plans can go awry in the face of intense pressure or nerves. Retailers spend millions of dollars creating exciting in-store experiences but customers will find another place to spend their money if the staff can't work the products on display, consumers can't navigate around the store due to elaborate 'set design,' point of sale devices fail, or lines stretch around the store.
Careful rehearsal delivers a polished performance; so does a workforce that is well-trained to adapt and overcome when things don't go according to plan. Every employee — from full-time staff to part-time helpers — should have clearly defined roles but also understand how they impact the big picture and when it's OK to go off-script. Employees who can improvise, adapt their roles to cover any gaps, and go the extra mile to delight the customer are critical to keeping the show on track. Local managers will know what motivates their customer base, so give them the flexibility to tailor experiences to the interests and patterns of customers in their particular store or region.
Deliver a strong ending
If you are using coupons and special offers to bring customers into the store, don't lose the sale at the tail end by leaving customers confused or irritated at the cash register. Coupons might draw in more customers but weighing them down with restrictions in fine print can leave customers flustered at the check-out. Offering additional discounts to sign up for an unwanted store card can be an irritation for everyone, especially when there is a long line of customers to serve. Don't burden cashiers with attempts to pressure customers for "extras"; you don't want customers leaving your store feeling combative or duped. In the current climate of intense competition, you'll just end up driving your customers into the arms of the nearest rival. It is the last experience that creates the lasting impression.
The critics
Just as theater critics can cause show sales to skyrocket or plummet, so can customers' online reviews and word of mouth recommendations. If you don't have a highly skilled team trained to delight the customer from the moment they walk into the store right up until they are back on the street outside, even the most innovative concepts can fail.
Think carefully before the curtain goes up this year: how can your staff deliver the best customer experience every day? Are they able to adapt when the original plan falters? Are they empowered to chart their own course to create rave reviews for customers? If the answer to all these is "yes," then you could be on course to put on the best show ever and the reviews are bound to be stellar. If the answer is no, it's time to make adjustments and a rallying call to staff.
This article first appeared in Retail Customer Experience
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