Reality of the Consumer Experience

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We always talk about the customer experience, but how can we use XQ and RQ (and all the skills we try to impart to employees) to create the ultimate customer experience? This session will examine what it’s REALLY like to be a customer in your stores. Like a “secret shopper,” we will visit dealer stores of various carriers, RQ and non-RQ retailers, core carrier stores, big-box stores, XQ stores, and multi-carrier stores. We will identify how we were treated, which experiences stood out, which retailers truly shined and why.

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Reality of the Consumer Experience

  1. 1. The Reality of the Consumer Experience Nick Palazzo and Anne Forkutza
  2. 2. Introduction
  3. 3. Agenda ! ! ! ! ! Attract Engage Educate Purchase Reason to Return
  4. 4. 5 Stages of the Consumer Pathway
  5. 5. 1 Attract 2 5 Engage Reason to Return 3 4 Purchase Educate
  6. 6. Example I’m happy with the product I’m buying! Long line-up at the till though… This store looks interesting – I’ll go in and check it out! The sales rep doesn’t seem to know much…plus he’s trying to push me on a product I don’t want… No one acknowledges me when I come in. I skim some dummy devices and brochures while I wait. Time to upgrade! What was the name of that store again?
  7. 7. Example
  8. 8. Example
  9. 9. Our Approach
  10. 10. Methodology ! ! ! ! “Secret Shopper” store visits Industry best practice research and examples In-store observations Store walkthroughs with Envirosell
  11. 11. Personas Nick Knows what he wants and is ready to get in and out of the store
  12. 12. Personas Anne Likes to browse and needs guidance before buying
  13. 13. Types of Stores Visited throughout USA and Canada ! ! ! ! ! Dealer locations Carrier stores Multi-carrier stores Kiosk locations Electronics store with wireless department
  14. 14. Food for Thought…
  15. 15. Now for the good stuff…
  16. 16. 1 Attract 2 5 Engage Reason to Return 3 4 Purchase Educates
  17. 17. 1 Attract First impression of store •  Exterior •  Just as we walk in
  18. 18. J Bright Lighting
  19. 19. J Bright Lighting
  20. 20. J Bright Lighting
  21. 21. J Bright Lighting
  22. 22. J Bright Lighting
  23. 23. L Window and Screen Reflection
  24. 24. L Watch for Reflection
  25. 25. L Watch for Reflection
  26. 26. L Clutter
  27. 27. L Clutter
  28. 28. Minimize Clutter with Browse
  29. 29. Minimize Clutter with Browse
  30. 30. 1 Attract Come play inside “What’s in it for me?”
  31. 31. J Clear Signage & Messaging
  32. 32. J Clear Signage and Messaging
  33. 33. J Clear Signage and Messaging
  34. 34. L “What a sad lil’ sign…”
  35. 35. L Don’t give us the finger
  36. 36. J Movement using Digital Signage
  37. 37. J Digital Signage Allows for Versatility
  38. 38. L However we can’t see anything while we’re passing by people passing by
  39. 39. J Best Window Display. Eva.
  40. 40. J “Little Finishing Touches”
  41. 41. J “Little Finishing Touches”
  42. 42. J “Little Finishing Touches”
  43. 43. Key Takeaways for Attracting ! Bright lighting brings instant attention to your store ! When it comes to messaging !   Let customers know what’s in it for them !   You want them to WANT to come in ! Place signage perpendicular to people passing by ! Watch out for reflection and clutter
  44. 44. How does your store rank?
  45. 45. 1 Attract 2 5 Engage Reason to Return 3 4 Purchase Educates
  46. 46. 2 Engage First impression of staff Are we acknowledged or greeted when we first walk in?
  47. 47. J Say “Hi” (even if it’s with your eyes)
  48. 48. J Say “Hi”
  49. 49. L Don’t do this
  50. 50. 2 Engage Perceived vs. Actual Wait Time Are there items to keep us busy while we wait for a salesperson?
  51. 51. J Have “Shiny Things” to Play With
  52. 52. J “Shiny Things” Decrease Perceived Wait Time
  53. 53. L Use your Imagination…
  54. 54. J Browse products and plans while waiting
  55. 55. How to decrease perceived wait time?
  56. 56. J Localize Content
  57. 57. J Localize Content
  58. 58. J Localize Content
  59. 59. J Localize Content
  60. 60. J Localize Content
  61. 61. And now iQmetrix presents… Driving Growth!
  62. 62. ®
  63. 63. too long, it can be fatal for both sales and the customer experience. Actual wait time is less important than perceived wait time, though, so the key is to engage the customer and offer value while they wait. that kind of time. Well, you do now. Enjoy. Don't get too attached to Jack though. Oh... for how long? 1 1 Waiting upon arrival 2% Attention to In-Store space All the sales associates are currently helping other customers. The risk of walkout at this point is high. 98% Attention to His Phone 3 2 6min Actual Waiting Time 2 Therefore.. So, the 3 very common scenarios... Waiting with a friend or with family in tow 30% of consumers arrive at the store with a companion2: spouse, child or friend. These are potential customers too and if they’re not engaged, they make the primary customer anxious to leave. Sales staff or a dedicated concierge should acknowledge customers waiting and point them toward the in-store activities. 1 Waiting at checkout There is nothing to do here but stare at the sales rep. This is the end of the in-store experience and therefore the most memorable. 3 Forever Perceived Waiting Time This issue is brought to you by iQmetrix team members: Tara Bartlett, Allan Pulga, Cole Ecklund and Alen Puaca. References: 1Why We Buy Paco Underhill, 2according to Canadian wireless retailer Jump.ca, 3 Thinking Fast and Slow Daniel Kahneman, 4In-Store Technology: Delivering the Shopping Experience Customers Want iQmetrix In order to keep people in the store, you should offer a place to sit as well as things to do while waiting, which shortens perceived wait time. 6min Actual Waiting Time 3 Dad! Can we stay here longer? Please! Interesting content on screens (both touch and non-touch) will keep customers engaged and can be a great opportunity to educate them about your products and solutions while they wait.4 iQmetrix is a leading provider of end-to-end retail solutions, including RQ Retail Management and XQ Interactive Retail. We also have kick-ass clients that love to use our software and/or just hang out with us. CC BY-ND, 2013 iQmetrix | iQmetrix.com | 1.877.iQmetrix
  64. 64. Key Takeaways for Engaging ! Have a dedicated staff member to greet and acknowledge people coming in ! Offer “shiny things” for people (and their family/ friends) to play with while they wait !   Live devices !   Interactive touchscreens ! Cater content that is current and local to the neighborhood
  65. 65. How does your store rank?
  66. 66. 1 Attract Engage 2 5 Reason to Return 3 4 Purchase Educate
  67. 67. 3 Educate Staff Education •  “I want to speak to someone that knows their stuff” •  “Ask me the right questions to narrow down products that suit my lifestyle?” •  “I don’t want an iPhone. Why do you keep referencing the iPhone?”
  68. 68. L Flip a Coin
  69. 69. Another excerpt from iQmetrix’s Driving Growth Series…
  70. 70. J Easy Access to Information
  71. 71. J Easy Access to Information
  72. 72. J Ask the right questions (like a Doctor)
  73. 73. J Doctor Analogy
  74. 74. 3 Educate Self Education •  “Can I learn about products and services while I wait? Is it current and entertaining?” •  “Can I take those resources with me?”
  75. 75. J Speak the Consumer’s Language & Over-Communicate
  76. 76. J Speak their Language & Over-Communicate
  77. 77. J Educate – Nick’s Story !   Recommendations !   Prepared me when I returned to port my wife’s number – info I would need to know
  78. 78. Key Takeaways for Educating ! Staff !   Easy access to information !   Train your staff to “play doctor” ! Customers !   Speak their language and over-communicate !   Offer them resources to take home
  79. 79. How does your store rank?
  80. 80. 1 Attract Engage 2 5 Reason to Return 3 4 Purchase Educate
  81. 81. 4 Purchase Purchase We are ready to buy the goods
  82. 82. J Offer Solutions to Capture the Purchase
  83. 83. J Offer Solutions to Capture the Purchase Inventory Availability
  84. 84. without offending the customer? ain product to the customer... 14% Do I really need this case? You can get both for a bundle price. Therefore.. “You’ve got kids who you’ll need to entertain with Angry Birds sometimes. They will drop your phone, for sure, that’s what kids do… mine for sure… ” 1 Focus on customer needs – not yours.1 Don’t try to sell the customer something you wouldn’t buy if you were in their shoes. That perspective2 enables you to upsell genuinely and effectively, helping to create trust and a long-term relationship with the customer. 86% Really like how it fits... 3 ing to ell... “So, these cases are great protectors, but they are not bulky, they are so elegant you can barely see them. Fit your style... ” 2 Begin the upsell with a brief benefit. Emphasize the perceived value. Then if possible, add something unique about what you’re selling. 3 “Let me show you how they fit on your new phone. Actually, here. You try it... “ “These Bluetooths earpieces have similar designs and damn* good audio quality. You can get them cheaper than online if you bundle them with the phone and the case. But, if you don’t drive a lot**, you might not need it. Up to you.” Hands-on demonstration in the use context. Group related products. One of the most effective upselling techniques is getting the customer to use the product in your location. Let the customer feel it, use it, put it in his/her pocket, let them feel like it already belongs to them.3 It’s a good idea to group similar add-ons and offer them as an upsell at a package price. The customer saves money and you make two upsells at once.
  85. 85. What if we want something that you don’t have?
  86. 86. Virtual Shelf + Dropship Showcase and sell a wide variety of unique, luxury and specialized items without having to invest in physical inventory. Virtual Shelf + Dropship will enable you to: ! ! ! ! Provide consumers with an extensive selection of unique products Educate consumers about those products Streamline the sales and fulfillment process Increase revenue
  87. 87. L “Why didn’t you ask me for the sale?”
  88. 88. L No sale for you
  89. 89. J Mobile Checkout
  90. 90. mobile
  91. 91. Key Takeaways for Purchasing ! Offer solutions to capture the purchase ! Virtual Shelf + Dropship can showcase and sell a wide variety of unique, luxury and specialized items without having to invest in physical inventory. ! Mobile checkout can reduce long waits
  92. 92. How does your store rank?
  93. 93. 1 Attract Engage 2 5 Reason to Return 3 4 Purchase Educate
  94. 94. 5 Reason to Return Reason to Return Build my loyalty
  95. 95. Collecting Customer Data J or L
  96. 96. L Come back tomorrow
  97. 97. L Should be here tomorrow…
  98. 98. J Say Thank You
  99. 99. J “Little Finishing Touches”
  100. 100. J Say Thank You
  101. 101. J Personal Mailer
  102. 102. Key Takeaways for Reason to Return ! ! ! ! Understand your customer for their next visit Say “thank you” Person Mailers “thank you” Offer umbrellas
  103. 103. How does your store rank?
  104. 104. In a Nutshell…
  105. 105. Bright lighting brings instant attention to your store Have a dedicated staff to greet and acknowledge people coming in Staff - Easy access to info - “Play doctor”   Offer solutions to capture the purchase   Say “thank you” Re: messaging - Let the customers know what’s in it for them - You want them to WANT to come in Offer “shiny things” for people (and their family/ friends) to play with while they wait -  Live devices -  Interactive touchscreens Customers -  Speak their language -  Over-communicate -  Over them resources to take home with them Virtual Shelf + Dropship can showcase and sell a wide variety of unique, luxury and specialized items without having to invest in physical inventory.   Wish people “happy birthday” Place signage perpendicular to people passing by Cater content that is current and local to the neighborhood Mobile checkout can reduce long waits Offer umbrellas Watch out for reflection and clutter
  106. 106. Example Revised
  107. 107. Example Revised I’m happy with the product I’m buying! Mobile checkout is fast and easy. This store looks interesting – and they have a special holiday promotion right now! John the sales rep asks all the right questions to I’m greeted with a smile. narrow down products that suit my lifestyle. Live devices and interactive screens to play with while I wait. Oooh $20 off on my birthday? Maybe it’s time to pay John a visit again J
  108. 108. © 2013 iQmetrix. All right reserved. iQmetrix, the iQmetrix logo, RQ4 and other trademarks, service marks, and designs referenced in this material are the exclusive property of iQmetrix Software Development Corp. and/or its subsidiaries.

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