Here are four tips to help retailers improve customer satisfaction and retention.
1. Raise Awareness of Omni-Channel Shopping
Retailers need to engage with customers wherever they are, as omni-channel marketing grows and consumers connect with brands in-store, online and via mobile. Retail has expanded far beyond the in-store experience, and brands need to communicate internally what’s happening across all channels. Employees need to be aware of what’s going on across all channels.
2. Understand your audience
Months before back-to-school and holiday shopping begins, retailers need to understand what consumers are looking for and why they will choose their store over a competitor’s. In an ideal world, customers tell you directly what they want, but most of the time they don’t. Catching customer problems early can help prevent a disastrous shopping season down the road.
3. Value store employees
The associate is by far the most important factor in customer satisfaction. Retailers must recognize that associates are essential to sales; one bad interaction can ruin an entire relationship with a customer. The friendliness of associates, their understanding of customer needs and their knowledge of products are the most important characteristics to increase sales.
To keep employees engaged, show them your appreciation and provide them with in-depth training. This will build associate confidence and motivation. This philosophy should be embedded in your company culture for both full-time and part-time employees to ensure a cohesive work environment, whatever the season. Finally, happy employees lead to happy customers, which leads to increased sales.
4. Think mobile
Mobile phones have become an extension of the body, and retailers can capitalize on this trend. Consumers can shop wherever and whenever they want with mobile devices, allowing them to access the store at their convenience. Although most consumers are not yet using mobile to complete their purchases, they have increased significantly over the past few months. More and more people are taking the leap of purchasing on mobile.
Retailers can leverage this channel by engaging with customers, shaping their perceptions, and managing their satisfaction through their mobile devices. However, it is essential to recognize that motive can be a double-edged sword. Before offering such benefits, make sure your stores have a strong mobile signal and Wi-Fi, allowing customers to access mobile promotions while in store. If these elements aren’t available, customers will be dissatisfied with their mobile and in-store experiences, making them less likely to buy.
Retail stores should implement these tips to provide quality service all year round, not just during peak seasons, to provide the best customer experience. Those who understand the value of genuine customer satisfaction and positive brand association will do well and consistently.