10 Customer Questions All Retailers Should Be Able To Answer

1. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® 10 Customer Questions All Retailers Should Be Able To Answer Knowing how to handle these questions can make all the difference to your in-store customer experience.

2. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Shoppers today Today’s shoppers know what they want and they know how to get it – they no longer expect to hear ‘that’s not my department’, ‘it’s online only’ and ‘I can’t help you’. The following slides will discuss ten key in-store questions which smart retailers should be able to answer, using technology which taps into and takes advantage of both business and consumer data…

3. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 1 ‘I’ve been looking at a few things on your website – can I see them in the shop?’ DON’T ask the customer to show you the products on their own phone. It’s an inconvenience for them, which might stop them buying. DO use a connected experience platform to unify basket and wish list across mobile app, website and staff devices, giving them access to all the information they need as well as prompts for future purchase.

4. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 2 ‘I can’t find my size – do you have it?’ DON’T ignore the fact that moving stock to backrooms to free up floor-space and having different systems for in-store, online and nearby stock can confuse the customer, and don’t forget to replenish stock. DO use staff mobile scanners, self-service apps and kiosks to allow for fast, seamless local lookup. Integrate your stock systems, and use dedicated staff with wearables to fetch backroom stock. And, above all, make sure there's proper attribution for online sales in-store – this will encourage staff to go the extra mile.

5. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 3 ‘I found this in another store for £10 less – why should I buy it here?’ DON’T forget that competitors may offer a better deal than you. Don’t neglect to let your staff know about the latest product news/messaging, and don’t allow complex centralized supply chains to discourage local store empowerment. DO give your staff easy access to training materials and messaging documents on tablets and personal phones. Allow all staff to have a real-time framework for when and how they can drop prices.

6. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 4 ‘I already told your call centre this – my order hasn’t arrived and I need it for tonight. What can you do?’ DON’T expect shop floor staff to solve online issues if they don’t have the information they need. Don’t be afraid to allow online orders to be fulfilled with in-store stock – it will delight and impress customers. DO give staff access to good customer identification and multichannel CRM so they can quickly pre-empt issues and solve problems. Join up your systems in a way which makes sense to the customer – be flexible and think outside the system integrator’s box.

7. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 5 ‘I bought a lipstick from you last year and it’s run out – what colour was it?’ DON’T forget that customers expect to be able to find and reorder their favourite products. Don’t fail to reward them for loyalty. DO give multichannel access to past orders for better customer service and targeted upsell. Make sure the data is fed back to your CRM tools for targeted opt-in notifications and emails – Christmas, birthdays, special occasions etc.

8. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 6 ‘I need a gift for my wife under £200 – any ideas? DON’T leave shop floor staff without access to the rich amount of product and deal information available online – customers are looking for expert advice and it’s down to retailers to ensure staff are trained to deliver it. DO give staff real-time digital access to all existing content – it’s a quick win for everyone. Do make sure the right member of staff speaks to the customer with smart notifications on wearables – if there’s a TV on their wish list, send them a TV specialist.

9. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 7 ‘I have a click-and-collect order – how do I get it?’ DON’T expect your customers to use a retrofitted click- and-collect experience in-store. Don’t allow big queues to build up during Christmas and other busy periods. DO provide a dedicated digital check-in or staff with roaming click-and-collect terminals so that queues don’t build up. Make the most of mobile apps, geolocation and staff wearables so that customers can be identified and their orders prepared in advance.

10. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 8 ‘I really like that shirt you posted on Twitter this morning – where is it?’ DON’T allow a disconnect to develop between what customers can see and what staff have access to. They are brand advocates and the ideal audience for social content, so it’s an oversight not to include them. DO give staff controlled access to social posts so they can be part of a joined-up brand experience. It also gives early warning about the social schedule so staff can be trained and extra stock made available.

11. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 9 ‘I have a voucher – what do I get?’ DON’T base your loyalty scheme entirely on vouchers and discounts – it may drive footfall, but it’s fleeting and may not attract the right kind of customer. DO encourage true loyalty through great customer service, quality products and knowledgeable staff. Customers want a value exchange for their personal data – create a two-way relationship with equal benefits for shoppers and marketing teams.

12. © 2015 – STRICTLY CONFIDENTIAL – Red Ant® Question 10 ‘Are there any other products I can buy that go with this?’ DON’T expect customers to ever ask this question. Staff need to be reminded at every point to think about upselling. DO leverage your finely-tuned online upsell and cross- sell process in-store for an easy win and make it an integral part of the sales process. Make sure in-store data feeds back into other sources of recommendations for a fuller picture of customer behavior. It all helps to build a business case for replacing antiquated PoS systems with a direct monetary benefit.