UPPING YOUR IN-STORE EXPERIENCE

Did you know returning customers spend 67% more on average than first-time customers?It is so important you are creating an inviting and memorable in-store experience that will keep your customers coming back.

Offer your customers a positive experience by not only meeting their expectations and goals, but by exceeding them. You have to go above and beyond in terms of your use of technology, customer service, and sense of community, to stand out and make a lasting impression.

3© 2016 RICS Software

Technology

4© 2016 RICS Software

In order to run a successful retail business, you must have the right technology in place.

Some ideas you could implement in your store are:• Tablets that allow customers to

search and find certain inventory around your store.

• Screens that display your company’s culture and values. This could consist of employee spotlights, footage from store events, customer interactions, etc.

• An app that could be used to reach customers about the latest deals, events happening in your store, or to browse your inventory.

• Reward customers who take a selfie in your store and use your hashtag. This is beneficial because it increases your exposure and rewards the customer.

Start thinking about your customer experience by first addressing the basic functions of your business. If those functions don’t run smoothly, you are already at a disadvantage. You need to have a system in place that allows you to complete transactions and have the inventory customers are looking for. Having seamless technology is probably something your customers won’t even notice, but will contribute to their overall positive experience.

Technology is also essential in creating a personalized experience for your customers. You must utilize retail technology to collect and use customer data right at the point of sale. Make note of basic information like name, gender, email, birthday, etc. Also add comments about their interests, life events they may mention, needs, and sizes. This can help trigger employees’ memories about past interactions so they can make the customer feel special and remembered.

Other than having a point of sale and inventory management system, you should also have technology around your store that engages your customers. Because technology is so accessible and relevant, you can use it to drive sales.

5© 2016 RICS Software

Service

6© 2016 RICS Software

Your employees are the key to this. There are several steps you should take to ensure all of your staff is providing a positive experience for your customers. Having standard procedures in place for different situations that your employees may encounter will help you provide a consistent customer experience. You can get started by:

• Training your sales associates on the proper ways to greet customers, to form relationships with them, and how to do their jobs efficiently.

• Making sure all of your employees receive the same information from the time they are hired in order to prevent inconsistencies in how they handle customer-related situations.

• Reminding your employees that the customer is always right. They should know that they have to cater to customer needs and do everything in their power to make the customer’s experience in your store memorable.

It is so important that you form genuine relationships with your customers so that they feel important and appreciated.

Demonstrate your appreciation for their business by offering loyalty programs. It pays to cultivate relationships with your customers. You can build these programs within your retail technology to make it simple for employees to enroll customers. If your customers are being rewarded when they spend money in your store, they will view their experience as a more positive one.

Provide the best customer service and always go the extra mile for your customers. Surprise them by offering services that they don’t expect to receive during their shopping outing. Some services that will enhance your retail experience are:

• Curbside pick-up

• Store-to-car delivery

• Local home/work delivery service

• Individual or group personal shopping service

• Personalized cards/gifts from all of your staff for your top 50 customers

A great in-store experience can usually be attributed to great customer service.

7© 2016 RICS Software

1. Recognize the customer as soon as she walks in with a smile and friendly greeting.

2. Ask if she’s been in before. This allows you to tailor your interaction based on her familiarity with the store and what you have to offer.

3. Offer a genuine compliment. If you particularly like a customer’s scarf or shoes, tell her! Just be sure that you’re sincere; phony gestures are likely to turn people off.

4. Explain special deals and promotions, but be real. Nothing sounds worse than a phony, recited speech.

5. Handle negative interactions using a predetermined process accompanied by respect. Designate a particular way for employees to deal with problem customers to avoid backlash and ensure you are doing everything in your power to increase the chance that the customer ultimately leaves satisfied.

5 Steps to Great Customer Service:

8© 2016 RICS Software

Community

9© 2016 RICS Software

Use this as an opportunity to form a community of your own that your customers feel like they can be a part of. Creating a sense of community in your store is going to encourage visitors to stop by and hopefully turn your current customers into advocates. A communal environment will also increase your customer’s in-store experience. You have to go beyond using your store as a place to sell your inventory. Use the space to host events, create local partnerships, give away free samples, and as a place to hangout.

All of these different activities will engage your customers, encourage them to visit your store and spend money. These events should evoke positive emotions that will be associated with your store. Make sure that even when community-building, your employees offer the same in-store experience with attentiveness and positivity. As a business owner, you should prioritize creating a customer experience that will make your customers want to advocate for your store and create new business. There are clearly many fun ways to get your community together, and as a result, into your store!

Everyone yearns to belong to some sort of community.

Some Specific Suggestions are to:• Partner with other local businesses (breweries, bakeries, apparel, etc.)

• Bring in your Pet Wednesdays

• Host Happy Hours

• Put on monthly workshops or speakers related to your store’s theme (Example: Running tips hosted by specialty run stores)

• Organize a 5k for the local community

• Conduct social media contests to win free products

• Serve beer in your store

When reflecting on your in-store experience, it is important to ensure you have the right technology in place, employees who are dedicated and positive, and a strong sense of community in your store. Think about great in-store experiences you have had and try to implement them in your store.

Happy customers are the key to success!

ricssoftware.com

800.654.3123

@ricssoftware