In the age of online, mobile and in-store shopping, the only retail channel that matters to customers is their own experience. How can physical stores offer the kinds of personalized shopping experiences that customers want, and that online retailers deliver so well?
Our findings from the RIS/Cognizant 2015 Shopper Experience Study point to several key changes merchants can make to personalize the in-store experience. We polled 5,000 shoppers about their preferences and behaviors, and they had plenty of advice to offer on how stores can better connect with them.
Change #1: Train and empower store associates.
Whether you are a high-end or discount retailer, your single best opportunity to improve sales starts with your store associates. Not only can trained and empowered store staff convert occasional shoppers into loyal customers, but they also represent a vital link to your organization’s digital experience. With two-thirds (64%) of our survey respondents buying online at least once a month, and more than half (55%) using their smartphones to comparison shop, store associates are regularly closing sales that shoppers have already begun to explore online.
Although customer expectations have evolved, they’re not as difficult to exceed as you might think. According to our survey, shoppers’ two most requested improvements for associates are more knowledge about products and services, and authority to match prices. This year, 44% of shoppers said the ability to match prices in a controlled way was a top priority, more than double the number in 2012. (For more details on brick-and-mortar strategies, read “Getting Store Execution Right.”)
Change #2: Emphasize personalization in your loyalty strategy.
Change #3: Include associates in digital technology rollouts.
Yet in-store pickup can be deceptively complex, requiring associates to toggle through multiple systems, including inventory and the website. A hefty 60% of respondents reported a service failure at pickup, such as items not being ready or incorrect item selection. Greater participation of store personnel in the design of this important new service can likely help avoid some of the bottlenecks.
Figure 1
The message is clear: Personalized store experiences are an essential component in the seamless, fluid experiences that convert shoppers into loyal customers.
For more insights, read our 2015 Shopper Experience Study, view the infographic, or visit the retail section of our website.