Brands spend a significant amount of time, effort and money drawing up the perfect customer experience for their customers. The retail environment gives them the canvas to showcase their brand and products and at the same time paint the picture they want on what the brand stands for; the value of their products/ service; how they feel about their customers and what it would mean to own a product of their brand.
Back in 2007 when we started Channelplay, one of our first projects was an In-Store Promoter Program for Nokia. Back then, Nokia was the giant of the industry with over 70% market share in GSM phones, and the highest retail penetration among all brands. On our market visits, when we’d walk down say MI road or Ganpati Plaza in Jaipur, there’d probably be 20 shops within a 500-meter distance selling Nokia phones. The phone was already a commodity, selling on experience has always been complex, and the easiest lever that retailers had for making a sale was price.
In my previous blog, I mentioned the touch points that are critical for a delightful consumer experience. As promised, I will discuss them in detail one by one. In this blog we will look at the importance of welcome process.
In today's hyper competitive environment, with multiple options available, one of the biggest challenge is to attract customers to enter the outlet. Companies spend a significant amount on branding outside the store to lure the customers which is extremely important.
Once the customer decides to enter a store, starting from the entrance till the time he/she gets into a conversation about his/her requirement, the first couple of minutes are very crucial. The organization needs to think through and devise innovative ways to ensure that the customer feels welcomed.
In current times of cut throat competition, with marginal difference in the selling price of any product/service, the only thing that gets preference is how good a brand is in providing great consumer experience.
Most brands have understood it and hence there is an increased focus on training of the front line sales executives and managers. They need to remain customer focused and translate all their experience and learning in what the organization expects them to deliver to its consumers.
Brands have always struggled to measure the quality of the consumer experience delivered by its front line brand representatives. An effective tool to do so is Mystery Shopping.