As online shopping becomes more prominent, customers will need a good reason to purchase in store vs the convenience of online ordering. How do you make your in-store experience a "value-add" and keep customers coming in?
A successful in-store retail experience starts with a well-defined strategy. Are you designing for a specific mobile platform? Is your user experience driven by their interactions with sales associates? Keep in mind that most of mobile users’ time these days is spent in applications and not via mobile web surfing.
Providing high-quality Wi-Fi in a store that sells mobile devices is a no-brainer. But even if the Wi-Fi is available, is it fast enough and does it provide enough capacity to dazzle customers who are testing out devices in your retail location?
If a customer needs help to enable their devices to work in the store, associates should be trained to respond to the situation. That means training your sales associates and technical responders not only on the products that you sell in your store but also on common problems that you’ve seen erupt in the store in the past.
Now it’s time for your sales professional to engage with the customer. Studies show that most shoppers don’t want to talk to an associate when they enter a store because they believe they have better access to information through their own mobile device. The answer for mobile retailers is in developing well-trained associates armed with their own mobile device, enabling them to access more information faster than customers can. A well-trained associate is a smart and engaged professional that enhances the in-store experience for customers.
Finally, how are you going to understand the overall nature of the customer’s in-store experience? By implementing an advanced video surveillance system with on-board analytics, you can give yourself powerful tools that can enhance your understanding of the customer experience, track inventory, measure the success of marketing efforts, and reduce loss. By integrating a mobile strategy that can correlate point-of-sale transactions, Wi-Fi use, mobile app access and track shopper’s paths through the store, you can properly assess the impact of your mobile experience on retail sales.
Once you have video surveillance and an analytics solution that can measure your data as well as highly trained sales associates and agile technology, it’s time to compare the in-store experience of your customers to their in-store experiences with other retailers. Shoppers compare their premier customer experiences to other retailers like Apple and Uber because they deliver seamless experiences that customers perceive as adding value to their lives. By working to those high standards, you can improve the in-store experience for your customers and deliver a successful and meaningful retail experience.