OPINION
How to build your in-store customer experience
Creating a unique and engaging in-store experience can drive customer loyalty and ultimately boost sales . Here are some tips for getting it done . By Dr Louise Grimmer
I t ’ s challenging for bricks-and-mortar retailers to stand out from the crowd . The key to driving customers in-store ( and getting them to keep coming back ) is differentiation . Using a differentiation strategy allows retailers to create a unique in-store shopping experience – that can ’ t be replicated online , and will set you apart from the competition . Implementing a differentiation strategy requires a variety of tactics . Some of them are tried and true , such as store layout and design , customer service and convenience . Others are more novel , such as experiential retailing , retail greening , and collaborative marketing . Using these techniques , retailers can create a positive and engaging shopping experience for their customers , build strong relationships , and drive sales growth over time .
Store layout and design Store layout and design are basic , yet essential factors in creating the initial impression and introduction to the store . Don ’ t be complacent in this area . Regularly conduct audits of the store to see what is working and what requires improvement . Store exteriors should be clean , contemporary and welcoming . Don ’ t forget the basics : clearly displayed opening hours ; sparkling clean exterior elements and enticing window displays updated regularly . Use exterior lighting if possible and clearly signal when the store is open and ready for customers .
Inside , a well-designed store will help customers find what they need quickly and easily .
Consider the following when designing the store layout :
• The decompression zone is the area immediately inside the front entrance , where customers get their bearings before moving through the store . Don ’ t waste this opportunity . Even if you have a very small area , use it to provide shopping baskets . You can also use this area for sanitiser , welcome signage and information , and product displays .
• Research shows providing baskets or trolleys results in higher volume sales . Don ’ t make customers feel they can ’ t pick up more items because they have run out of carrying capacity . Train staff to offer every customer a basket .
• Customers should be able to find what they are looking for quickly and
Photography by Tim Fenby easily with clear and concise signage . Make it as easy as possible for them . Even in a small store , use signage and information to help customers find and select products .
• Aisles should be wide enough to accommodate customer traffic and shopping carts . Remember to include space for different types of customers inclusing those with a pram , wheelchair or walking frame .
• Well-lit stores create a welcoming ►
May 2023 www . insideretail . com . au | 21