Recent discussion by Bernic Hurst on RetailWire, focused on the premise that consumers may feel pressure from retailers researching buying behaviors. It’s interesting how Hurst insinuates the attempts by retailers to create a more comfortable and friendly atmosphere can be detrimental to customer experience.
At ICCDS we have found when retailers take time to understand their customer needs and shopping patterns, they are better positioned competitively. Quality retail research is necessary to achieve completive advantage. A retailer cannot operate on management assumptions and general ideas of what constitutes a great customer experience. You have to have insight.
A retailer can go through the branding questions of what does your customers want, what does you store offer, what is your target market, etc. True insight can only be found by taking the steps to study consumer trends. Not just general trends, but trends of YOUR shoppers.
Some of the metrics to measure include:
1. Time in Store
2. Effectiveness of promotions and event marketing
3. Cleanliness and atmosphere
4. Data analysis of top selling brands and overall shopping direction of consumers
If a retailer’s research is quality and management implements the findings with the customer’s needs in mind, positive results will occur. Consumers’ won’t backlash a retailer who seeks to create a better shopping experience. From door greeters to width of your isles, costumers will consistently support retailers who are in tune with their needs and shopping behavior. The foundation to start better creating customer experience is research insight.
How nice article.. I totally agree with you. Thanks very much for this