How Retailers can Improve Customer Experience

The question all retailers, especially those with physical stores, need to ask is how they’re adding value. In other words, they must have a clear reason as to why someone should visit them. The nursery department at John Lewis is a good example of how to do this. Nursery is a complex category, especially for first-time parents; shoppers want advice and reassurance. John Lewis already ticks this box because of its high standard of customer service. But they’ve gone further by creating a department that’s engaging, authoritative, and helpful. A mock car helps to demonstrate car seats and allows people to see what prams/strollers will fit in the boot/trunk. There’s a test track so buyers can see what it feels like to move prams across different surfaces. And there’s a whole area where customers can sit down with an advisor. It’s great execution that provides something online cannot replicate. All of this is the result of a business that makes the effort to deeply understand the things it is selling and is prepared to invest in creating an experience that adds value. #retail #retailnews #nursery #departmentstores #baby John Lewis & Partners John Lewis Partnership

There's never been a time in history (on record) where consumer trust has been as low as it is right now. Consumers do not trust the businesses selling to them. What caused this? - Carelessness with customer data - Misleading product/service claims - Ignoring customer's sustainability concerns - Influencer marketing - Poor customer experience/customer service Businesses of every size that have put profits BEFORE people created this decline. And it's time to turn things around. Here's how: 1. Make customer service a priority Prioritize timely, courteous, and effective solutions to customer inquiries and problems. Strong customer service often turns a one-time customer into a loyal fan of your brand. 2. Promote authenticity and transparency Be honest about your products/services, including potential drawbacks. This candidness helps build trust and sets realistic expectations with customers. 3. Share customer feedback Regularly display real customer reviews and testimonials, both positive and negative. This shows that you value customer input and are committed to continuous improvement. (Your Google Business Profile is a great place to do this.) 4. Connect with customers (And I don't mean have the robot do it) Engage directly with customers through personalized communications and face-to-face interactions whenever possible. People are craving genuine human connections, not robots. 5. Invest in your team members A knowledgeable and motivated team offers better service. They are the face and voice of the business's customer experience. They are the ones responsible for building trust in your brand. Provide regular training & development opportunities, and don't forget that recognition and incentivizing their hard work goes a long way in building a strong culture that serves your customers well. 6. Track the metrics that align with trust What gets measured gets managed. Monitor and measure KPIs such as customer satisfaction, retention rates, and response times. Knowing your numbers will guide improvements and demonstrate your commitment to building trust with customers. 7. Regularly ask for feedback Actively seek customer opinions on how your business can improve. This not only provides valuable insights but also shows that you are responsive and care about their needs. Trust is paramount in running and growing a sustainable business. When you put people FIRST, the profits inevitably follow. Are you prioritizing trust building within your business? What are you doing? Tell me 👇

I’ve been out of retail operations since 2014, but as a very frequent grocery shopper, I still have lot of opinions on how store operations could improve. I worked at 10 stores in 10 years and then delivered field support to 35 stores for 3 years. Finally, I developed technology and process improvements to all stores for another 3 years before moving into corporate purchasing. It’s likely that I’ll never have direct impact on retail operations again, but if I did, there are two processes I would implement that, I believe, would have an outsized impact on customer satisfaction: #1 - implement a traffic director. I think the most important part of the store for customer satisfaction is the front speedway. This is the horizontal “aisle” that separates the registers from the vertical grocery aisles. It’s the main artery that every single customer has to pass through to check-out and navigate between aisles. This traffic director, positioned on the front speedway, can direct traffic in two different ways: one, they can acknowledge and address issues at the registers and they can guide customers to the register that will expedite their checkout. Two, they can direct customers to what they’re looking for on the aisles. These are two pain points for customers that can be addressed with one person. This traffic director should have contact with both the front end and the departments through the store so they can remedy any customer requests- out of stocks, backed up registers, price or ad questions, etc. Long lines and out of stocks are frustrating but not nearly as much so when there is an employee that can acknowledge the inconvenience and work to fix it. #2 - empower employees to solve customer problems. They should never say “sorry, we’re out.” There are very few items in the store that aren’t substitutable. If associates are empowered to make decisions and solve customer problems, they can turn a negative situation into a positive one. I used to train newly promoted assistant grocery managers. They were shocked when I told them that if we were out of Coke 12-packs on a Sunday afternoon, I’d give customers a 2L to hold them over until the truck arrived the next day. They said “we’re allowed to do that?!?” Empowerment of your associates creates the opportunity for the best customer service outcomes. If you run grocery store operations, please steal these ideas and let me know where you implement them. I’ll be your newest, best customer. Image credit: publix.com