In today’s fast moving retail industry it is easy for retailers to get swept away by the latest digital innovation rather than focussing on the basics of their business. However retailers need to ensure that each channel and consumer touchpoint with the customer is delivering the best possible engagement, and the in-store experience in particular represents their company in the most positive way.
In a world where it is increasingly important for retailers to be multi-channel, it has actually never been more critical for retailers to invest in their in-store offering. While a great importance is often put on the online offering, research shows 90 per cent of purchases happen in a physical store. Furthermore a recent survey by retail agency Live and Breathe found that 53 per cent of people would like to see Amazon open stores on the high street. This has grown from 31 per cent of respondents who completed the same survey two years ago, so support is growing for a physical presence. It certainly provides food for thought.
With this in mind, the in-store experience is vital to a brand/retailer’s reputation. Which? recently named its best and worst high street brands with Lush coming top of the table, and EE at the bottom. The judging criteria is based on overall customer satisfaction and how likely the customer is to recommend it to a friend. The shops were rated on prices, environment, customer service and the range and quality of the products.
Lush, which came top of the chart, has a fantastic customer strategy. Its stores have an impact on you before you have even entered the shop (you can always smell a Lush store even before you have laid eyes on it), and as such has a memorable brand identity. That memorable experience only heightens once you are in the store; staff are always more than happy to help and demonstrate the products, but in a friendly way rather than overtly selling to you. I totally agree with Rowena Bird, Lush co-founder and product inventor, when she says the company looks for people who like people, have energy and passion for the product, and that she then invests in their training.
John Lewis was placed within the top five and was praised for its memorable customer service and the ambience of its stores. John Lewis is another company that clearly invests a lot into its staff and its training. The staff are renowned for their knowledge of the products. The stores are also always welcoming and bright, with great displays. In the Verdict Customer Satisfaction Awards, announced in April, John Lewis topped the poll so it is clearly very well regarded by the British public.
EE obviously needs to focus on its customers more, and on providing a more positive in-store experience. The brand has recently been through a lot of change, and I fear the focus has been on the merger and rebrand rather than customer service. Hopefully the next steps for the organisation will be putting the focus back on its customers. There is huge potential for the brand to improve on its score; after all, it is one of the most popular communications companies in the UK with 27 million customers.
It was interesting to see EE position itself as the UK’s most advanced digital communications company and with the technology market booming as it is, with the demand for smart home and wearable technology products increasing, there is a huge potential for the company. Fizz conducted some research into wearable technology and found that the UK population has the potential to spend £35 million on wearables, so this is an opportunity that should not be missed. The survey results revealed that the ability to touch, feel and try and the products and in-store demos were extremely important in influencing an in-store purchase as was expert knowledge from staff. EE should think about how it educates its shoppers on these subjects, and how it can drive sales in these growth areas.
Overall, it is critical for brands and retailers to not underestimate the power of the in-store engagement. If they can ensure that they provide a fantastic interaction with the customer in-store it only strengthens their affiliation with the customer, and the customer’s loyalty to the brand or retailer.
By Jill Pinner, Chairman and Founder of Fizz Experience.
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