Why you should be focusing on store experience

In spite of a global health crisis putting the brakes on retail as we know it, the in-store experience endures. And getting this right is invaluable when it comes to driving sales and loyalty for your brand. Being champions of customer experience, we know what a difference it can make. Tesco CEO, Ken Murphy, agrees: “80% of brand perception is driven from the store experience or from the online experience.”

CREATING A NEW STORE EXPERIENCE

In the height of lockdown, we’ve seen an understandably sharp rise in the use of online shopping, yet when restrictions were loosened it was the humble bricks and mortar stores that many flocked to. For those not fortunate enough to nab an online grocery delivery slot, the in-store experience was not only about a pleasant shopping experience but maintaining the safety of ourselves and those around us. It was those retailers who mobilised first and considered store layout and simple adjustments to make shopping feel as normal as possible that won customer favour.

In the world of food retail this meant clear signage and simplifying of messaging. Our founder, Jude, has a serious passion for value communication. “70% of purchase decisions are still made at shelf edge. Clear, considered design for a value offering is a huge part of getting customer experience right in store. No one wants to be stood next to their trolley trying to calculate the best deal.”

Increasingly, customers are mindful of the time they’re spending while shopping, so overall the more seamless you can make that shopping experience the more likely a customer is to return. Gone are the days of endless browsing and mulling over purchasing decisions. Put yourself in your customer’s shoes ­– they’re on a mission.

WHAT’S IN IT FOR ME?

With the rise of online shopping why bother investing in your store at all? Won’t customers just buy it online?

Well, they might, however having a physical store gives customers peace of mind. In fashion retail they’ll know they can return an item if it’s not the right fit. As you might expect, the rate of returns is far lower from an in-store purchase as opposed to what is effectively a blind date with a pair of jeans when it arrives on a customer’s doorstep.

By offering a better store experience, you’re increasing your chance for a customer to make a purchase. It gives your brand credibility and is highly likely to boost your brand’s perception in a customer’s eyes.

Having a strong physical store and experience for your customer will help your brand stand out amongst your competitors. Customers are savvy too, particularly in a world where there’s endless choice and they can often find comparable products online or elsewhere. Giving that elevated experience, whether that’s convenience, straight-forward value communication or a bit of everyday luxury, makes all the difference in where customers choose to spend their money.

“Shopping at my local Tesco and Waitrose stores is a lifeline for me, it brings normality; seeing people and being able to just get out the house. Having a coffee, buying some flowers and a quick chat has been so important to my wellbeing.”

Elizabeth Elliott, 67yrs

Check out the engaging store experience we created for Mercato

PUTTING A FACE TO THE NAME

It’s a simple proposition – people, where possible like to buy from people. While we’re under no illusion that supermarkets aren’t the same as seeing your local grower at a farmer’s market, there are still real humans there, greeting us at the door, keeping shelves fully stocked or checking everything through the till. Engaging staff at all levels of the business, inspiring them to deliver on the promise of the in-store comms and marketing is just as important as a beautiful shop fit and delicious products. We’re great believers in the power of effective internal communications. It makes everyone feel part of something they can influence, whether that’s helping customers then and there with product or store knowledge or encouraging repeat visits. And if that’s not enough to convince you, having good customer service is worth its weight in gold. “86% of Buyers Will Pay More for Great Customer Experience” – Forbes. Get on board, because the flip side is that “32% of customers will walk away from a brand they love after a single bad experience.”

IT PAYS TO STAND OUT

In an age of online shopping, door drop and subscription services it’s important to give customers an elevated experience when they do take the time, energy (and these days) risk to visit you IRL. An exciting shop fit, excellent products and enthusiastic staff will make all the difference between repeat purchase and an abandoned basket. The impact will go beyond the store too and translate to online sales, the more positive interactions a customer has with your brand – whatever the medium – the better.

If you’re looking to improve your in-store experience, then you’re in luck. It’s what we do. Get in touch to see how we can make your space a destination.