Retail Customer Experience Retail Customer

Retail Customer Experience

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What is Retail Customer Experience?

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Retail customer experience refers to the overall experience customers have with a retail brand, from start to finish of their customer journey, across all channels. Organizations aim to make the customer experience as frictionless as possible. In the retail industry, this means that all the touchpoints in the customer journey from when the customer visits the brand’s store/websites, all the way to their post-purchase experience, must be seamless. 

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Why is Retail Customer Experience Important?

Retail customer experience must be a focal point for all retail organizations. Customer experience (CX) will determine how customers perceive and interact with your brand and will influence whether or not customers continue purchasing from your company in the future. 

As customers continue to become increasingly aware of which brands they purchase from, it is integral that retail brands adopt a range of different strategies to provide a great customer experience across all channels and touchpoints within the customer journey so as to retain existing customers, acquire new customers, and remain competitive.

Strategies to Improve Retail Customer Experience

Let’s take a look at five useful strategies that can be leveraged by retail businesses to enhance customer experience:

  • Leverage Storytelling

An effective CX strategy that can be leveraged in retail industries involves the use of storytelling. Brands that can create stories that resonate with their customers are able to develop emotional connections with their audience that strengthens the relationship between the brand and its customers. 

  • Train In-Store Workers to be Good Listeners

The biggest advantage that physical stores have over their digital counterparts is the ability to leverage human interaction to their advantage. Train your in-store employees to be friendly, inviting, and to be good listeners so that customers have a happy and pleasant shopping experience.

  • Encourage Social Media Sharing 

Another effective CX strategy involves encouraging customers to talk about your brand or its products on social media. This can even be done in physical stores by putting up social booths where customers can click pictures and post them on social media. 

  • Ensure that Shopping Experiences Feel Safe and Secure

This strategy is an especially important one to keep in mind given the current state of the world due to the pandemic. Customers are more conscious of health, hygiene, and safety now more than ever and it is therefore extremely important for every organization to prioritize health and safety. This is especially important for physical stores where it is a must to follow local guidelines and maintain cleanliness. 

  • Provide an Omnichannel Shopping Experience

Buy online pick up in-store, curbside pick up, and in-store fulfilment are all important components of an omnichannel retail experience. Allow your customers to seamlessly move from different channels throughout their shopping journey as this will encourage them to make purchases from you regardless of where they are. 

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Advantages of Retail Customer Experience Strategies

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The following are a few advantages of incorporating retail CX strategies into your organization: 

  • Boosts Customer Retention: Retail CX strategies help businesses remain competitive by helping enhance customer service and making customers feel valued.​​ This in turn helps increase customer loyalty and customer retention. 
  • Increases Customer Advocacy: Most consumers talk about their experiences with others, whether that be through word-of-mouth or through social media. Whether customers have a good or bad experience with your organization, odds are they are going to mention their experience to others. Retail CX strategies help retail organizations provide customers with an enhanced and seamless customer experience. Customers who are happy with their  experience are likely to promote the brand, improving brand image and boosting sales.
  • Boosts CLV: CLV, or customer lifetime value, refers to the total value of a customer to a brand from the start to the end of their relationship with the brand. Improved customer experience will boost CLV owing to increased customer retention and sales. 

FAQs on Retail Customer Experience

Retail customer experience, or retail CX, is a term that describes the entire experience customers have with a retail organization, across all channels and touchpoints within the customer journey. 

Retail customer experience has a huge influence on customer satisfaction and churn. Therefore, it is important for organizations to come up with effective retail CX strategies so as to retain customers and not lose them to competitors. 

The following are a few advantages of integrating CX strategies into a retail organization;

  • Increased customer retention and loyalty
  • Increased customer lifetime value (CLV) 
  • Increased sales and customer advocacy

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