http://spr.ly/CustExSS Want to learn how to develop a tribe of loyal retail customers? Capitalize on big data insights, champion customer experiences, and streamline marketing to maximize customer value.
6 Keys to Creating a Strong Retail Customer Experience
to Creating a
Capitalize on Big Data insights, champion customer experiences,
and streamline marketing to maximize customer value
to the New
Competitors are not only across the mall aisle, but they’re
also the next website over. The buying process is no longer
concrete and linear; consumers are continually shifting
between online and offline platforms to make their purchase
decisions. Retailers who can keep up with these new buyer
journeys and adapt to consumer preferences in real time
will be the most profitable.
These six tips will help retailers act at the point of
consumer need – and capture consumers across every
stage of the purchase lifecycle – by serving up highly
personalized, interactive, and localized experiences.
Retailers lose $65 billion in potential
revenue because of inconsistent
Retail Info Systems News,“Omnichannel Readiness Report,” October 2013
For retailers that want to succeed in today’s integrated
environment, all channels must be created equal. No
matter how consumers choose to transact or engage
with a business, they now expect to get the same answers,
information, and personalized treatment.
An “omnichannel” strategy ensures the same information
and experiences are delivered across all channels, enabling
consumers to start, continue, and end their buying journey
The result: A more uniform, satisfying experience for
Accenture,“Accenture Seamless Retail Study,”April 2013
49% of consumers said the best
thing retailers could do to improve
the shopping experience is to better
integrate in-store, online, and mobile
Rather than simply relying on discounts and benefits to
create customer loyalty, retailers need to create mutually
beneficial relationships with their customers. Rewarding
top advocates of your brand with loyalty promotions and
return incentives triggered by their social media activity,
location, and in-store referrals creates high value for both
you and your customer.
Up to 15% of a business’ most loyal
customers account for 55-70% of the
company’s total sales, according to
The Center for Retail Management at
There’s potential revenue buried deep inside your data.
With analytics in place to harvest valuable insights from
a variety of customer and operational data sources,
retailers can better understand what is happening both in
consumers’ minds and in the market. From top areas of
customer dissatisfaction to product design preferences,
insights from Big Data initiatives can help drive retailers’
According to a Tate Consultancy
Services report, 53% of respondents
are leveraging Big Data, and of those
companies, 43% predict a return on
investment of more than 25%.
Are you listening?
In a single day, people send some 500 million tweets,
share 4.75 billion items on Facebook, and have 1,440
conversations in LinkedIn groups. In all lines of business,
people are sharing their experiences of products and
services with friends and industry peers.
Retailers must wrangle data insights from these
• Not waste time targeting consumers in the
• Convert online insights into campaigns to drive
• Leverage positive feedback to generate awareness
and reward brand advocates
If you listen carefully, customers will
tell you what they want early on, which
makes it easier, faster, and cheaper to
deliver just what they want.
Mike Wittenstein, managing principal and
senior experience designer at Storyminers
Consumers are like snowflakes – no two are exactly the
same. Emerging technologies such as geolocation tools
and advanced business intelligence (BI) solutions can
unlock retail opportunities to deliver contextually
• Distribute relevant deals and event information to
consumers when they are near a physical location
• Offer unique discounts and pricing based on loyalty/
• Simplify checkouts with one account for in-store,
mobile, and online data collection
Accenture,“Today’s Shopper Preferences: Channels, Social Media, Privacy,
and the Personalized Experience,” November 2012
Nearly two-thirds of online shoppers
would trade increased privacy for more
personalized offers from retailers.3
Retailers must intimately understand how consumers
interact with the brand and its products or services in each
channel. They should continually seek out the answers to
• What are consumers trying to do on different channels
(research, find reviews, get real-time feedback)?
• How do consumers interact with your services?
• Where can you serve consumers in unique and
There’s no doubt that if retailers treat today’s connected
consumers well, those consumers, in turn, will reward the
brand by sharing those experiences with friends and family.
Creating a compelling – and profitable – customer
experience requires a new way of thinking for retailers.
Commerce has changed, and with it, so have consumers’
expectations for retail sales experiences. Retailers must
find ways to give consumers what they want, when they
want it, and be accessible wherever consumers choose to
shop. This omnichannel strategy is a necessity to remain
competitive in the digital age.
Watch a brief video to learn about the importance
of creating an omnichannel strategy and the benefits
retailers can receive from it.
Learn more about the six essentials for a stronger