OPINION
atmosphere . Investing in warm , strategically located light can make a huge difference to the atmosphere and mood of the store . It can also be the difference between customers leaving and choosing to stay longer and spend more time , as nobody likes being in an environment with cold , harsh light . In addition to fixed lighting , consider portable table and floor lamps , and using fairy or café lights in window displays and other areas of the store .
• The psychology of colour in retailing shouldn ’ t be underestimated . Colours used in the store design should be inviting and complementary to the products being sold . At the same time , they should align with the retail brand . If you stock brightly coloured items , make them pop using crisp white walls , shelves and display fixtures and fittings . If your products could do with a boost , use accent colours throughout the store tied to your brand or a theme and keep things consistent .
Customer service Customer service is the most critical element for a great in-store experience – it ’ s the difference between a one-off visit and a loyal customer . Ensure you always train staff to be knowledgeable , friendly and helpful . Customers who
feel welcome as they enter the store are more likely to engage in conversation and subsequently make a purchase . Consider the following for all staff :
• Staff should be trained and knowledgeable about the products they are selling , and be able to answer questions easily or know where to access information . Providing substitutes for out-ofstock items and helping customers solve problems with alternative suggestions are also key .
• Train staff to communicate effectively with customers ( think friendly and professional ). For example , staff should acknowledge every customer as they enter and move through the store . You ’ ll be surprised what a difference this can make . Remember , you can train staff in operational matters , but you can ’ t train in attitude .
• Empower staff to resolve customer issues or problems quickly and effectively . Even junior staff should be equipped to assist as efficiently as possible .
• Make the effort to offer personalised recommendations for customers , particularly those who return regularly to the store . Customers love feeling special , especially in a retail setting .
Convenience Make the shopping experience as convenient as possible . This seems like a no-brainer , but everyone is time-poor , so those retailers combining superior customer service and a convenient shopping experience will come out on top . Product selection and availability are obviously critical components of the in-store customer experience . If customers can ’ t find what they are looking for , they are unlikely to return to the store . Also consider :
• Equipping staff with mobile devices to quickly and easily look up product information and assist customers . Depending on the size of the store , incorporating features such as augmented reality , beacon technology and terminals or customer kiosks can be valuable .
• Whatever the size of your store , implement a click-and-collect service . Research shows customers coming into the store to collect online orders are 50 per cent more likely to make an additional unplanned purchase while there .
• Getting creative with displays ( including windows ) and drawing customers to strategically placed items . This is vital when so many
22 | www . insideretail . com . au May 2023