At the core of your customer experience should be a super smooth sales process
The reason why you have to win a potential customer’s trust, if you have something to sell, is that there is no doubt you will gain from the sales transaction, but your potential customer has no such guarantee. They need to trust you to believe that the value you are attaching to the thing you’re selling is genuine. Conversely, when a satisfied customer, who has nothing to gain from enthusing about your product, shares their delight with their friends, it is much easier for those potential customers to believe in its value. That is why no one can sell your products as successfully as your satisfied customers.
However, today the competition in retail is no longer just between the perceived value of one product versus that of another, it is between shopping online and spending at least three hours driving to the town centre, finding parking and possibly a long walk to your store. Luring people out of their homes, where they can shop online in warmth and comfort, means leading them to expect to be delighted in your store. Your satisfied customers’ friends may be persuaded that your product is worth having, but if your customers can’t also share some excitement about their visit to your store, given the alternatives their friends may not feel sufficiently inspired to go and get it.
Providing store associates with access to instant knowledge
There are many ways of delighting customers in your store. There are many tricks, visual, auditory and even olfactory effects that can enhance the customer experience. You can also engage the intellect, emotions and imagination with interactive experiences that stimulate these senses, and they can be simple yet still effective. A London mobile phone store recently broke the unstoppable social media meme of two girls screaming at a disdainful cat into a triptych spread across three phone screens in their store window. One girl was on the left-hand phone, the other girl was on the middle phone and the cat was on the right-hand phone. But whatever creativity a store puts into their customer’s shopping experience, at the core of it must be a simple process that involves identifying the right product for the customer, locating it in the store or the stockroom and completing the transaction. The quicker and easier this process works for a shopper, the more delighted they will be.
Until fairly recently, identifying a product and locating it in a store depended somewhat on a given store associate’s experience and knowledge of both the retail outlet’s catalogue of products and where each is located on the shop floor and in the stockroom. This situation was fraught with problems. Most obviously new store associates could take a long time and have many customer interactions before being able to offer a smooth, never mind delightful shopping experience. And regardless of experience, a store associate’s knowledge could easily go out of date fast. For example, a product seen by a store associate in the stock room in the morning, could easily, unbeknownst to the store associate, have sold out by the afternoon. Leading the store associate to misinform a customer of the product’s availability, leading to a long wait while they double-check their mistake, and eventually disappoint the customer with confirmation that they were wrong.
Similarly, not long ago a customer could easily encounter a store associate incapable of understanding their description of a product, or not knowing if the store sold it, or unable to confirm whether it was currently in stock. At best a customer could frequently experience tedious delays waiting for a seasoned sales associate to locate a product or check the stockroom for it.
A modern solution to an age old retail challenge
Contrast that with the situation today, that is if a retailer has invested in the right Clienteling tool. Now a customer can enter a store and be greeted by a store associate, in their first week on the job, already capable of delivering a first class service. The customer presents the store associate with a picture that a friend posted on social media of some shoes that they recently bought. The store associate reaches for their tablet or smartphone running an app called KIT and uses it to scan the aforementioned picture. An image recognition algorithm identifies the shoes and calls up the page in the electronic store catalogue, giving both the store associate and the customer several illustrations and all the information they might want about the shoes, including whether or not they are in stock.
If the shoes are in stock the store associate can tap a button to request that a runner fetch the shoes. Previously, the customer would have had to wait for the store associate themselves find the shoes, and most people who have ever done that can recall waiting long enough to wonder if the store associate was ever coming back. Now, instead of leaving the customer in limbo, KIT allows the store associate to continue tending to the customer while the shoes are retrieved. KIT further assists by showing the store associate the customer’s purchase history and suggesting another pair of shoes, similar to a pair bought previously, that are now available in several new colours. By the time the shoes the customer came in to buy are in the customer’s hands, KIT may have helped the store associate sell them a second pair.
That isn’t the end of KIT’s usefulness in this customer interaction – it is equipped to let the store associate complete the purchase there and then, saving the customer from time waiting in line at a checkout. Thus a process that once could have taken half an hour and still failed to produce the shoes the customer was looking for, can be reduced to several minutes of quick and easy sales support, with unexpected delights thrown in. Even if the shoes the customer came in to find were not in stock, KIT would have been able to locate them in another store and help the store associate complete the purchase with various fulfilment options – pick them up from either store or have them delivered.
Any data your store holds in electronic form that can help a store associate provide sales assistance or complete a transaction can be surfaced in KIT, enabling store associates to personalise their customer interactions and ensure that not only are customers’ purchasing needs met but that their experience is satisfyingly smooth, efficient and convenient. The kind they would rave about to their friends.
It is easy to arrange a demonstration of the software with the KIT team. They will also be happy to simply answer questions or give you the information you need to decide if you are ready for a demonstration. They can be reached on +44 203 691 2936 and by email at firstname.lastname@example.org, or if you prefer you can also complete the short form on this website’s Contact page.