Finding ways to get consumers to fall in love before they leave
Retailing has changed more in the last 3 years than in the past 3 decades. Actually, it is the consumers who have changed. They are shopping 24/7/365 anywhere they choose, and they are broadcasting their experiences in social media to everyone they know. In many ways retailers are still trying to play catch-up to a consumer centric world. The best consumer brands and retailers are finding ways to romance consumers with more ways to fall in love with products they try out while they are in the store.
If they "really ought to want to", but don't … here's why
As I make my rounds teaching Retail University around the world, one of the most asked questions is "how do we transform customer experience in retail stores?" Countless millions have been spent on training retail store sales associates to deliver a better experience. At the end of the day, it's hard to find sustained measurable results. If you want a great experience in store, don't train the associates … focus on the store managers! Store managers are the primary change agents … and the most neglected group in retail.
The best customers are in store, so convert them through their phones!
Unless you have been living under a rock lately, showrooming is one of the hottest topics in retailing. Consumers are increasingly using their smartphones to shop online for better deals while standing in the store aisle. Macy's just announced an innovative approach of using their audio system speakers to market to consumers already standing in their aisles. What makes Macy's approach so interesting is the speed and affordability of instantly implementing mobility marketing across hundreds of stores. As technology barriers are coming down for mobility marketing, omni-channel retail marketing is becoming the norm … and a requirement.
If copying is the most sincere form of flattery…copy everything very well
Rarely in this world does innovation come without climbing on the backs of others. Just because Thomas Edison invented the light bulb, it didn't mean that others couldn't build it and capitalize on it. Despite Apple's success in creating a whole new consumer experience in store, it seems that many retailers have said – "Can't do that, Apple's already done it". Well times have changed. Best Buy is rebooting with new stores borrowing heavily from Apple. But, beauty is more than skin deep – success is all about Excellent, Execution, Everyday.
Musings from a wandering retail traveler who is language deficient
Ever look around a store and notice all the signs? At least in technology stores you can't miss them. There seems to be a plethora of signs touting the latest technology, promotions … and price. Yet, in many clothing stores you hardly see any signs. What would happen to consumer experience if you removed the signs? In my recent travels to Turkey and Morocco, I had an opportunity to experience stores "without" signs, since I didn't have a clue as to what was printed on them. The experience was eye opening.
