One of the biggest issues I see in customer experience today is a mismatch between “the retail brand” and “the experience”. However, using a customer experience compass (metaphorically) can help inform which experiences you should invest in and which ones you should leave alone. Since psychology is all about understanding how people behave, feel…
Bricks are back, baby! These award-winning retailers are using their physical storefronts to not only enamour and engage customers but to connect with their customer community in profound and experiential ways. Global Experience Study Recently, the Freeman Global Brand Experience Study found that if data is the fuel that powers the marketing mix, then experience and…
Let’s face it; using the term “customer experience” can be like opening up a can of worms in retail. For some, it’s simple, but it’s incredibly complicated for others. Since psychology is all about understanding how people behave, feel and think, it’s a great place to turn when delivering the best experience for our beloved…
Customer experience and journey mapping are all the rage at the moment. But how do we go about creating magic moments for customers in-store? In my experience, the real force multiplier for brick and mortar stores comes from tapping into our own emotional and human needs – or what I like to refer to as…
Generally, the term ‘experiential retail’ refers to a store in which ‘stuff’ happens in addition to selling, and shoppers do things besides just buying. In a previous post, I explained it as, “an experience given freely by a retailer to create some type of value for their customer. It may be educational, technological, emotional,…
It’s true, 2019 is officially the year of the pig. Known for their chubby cheeks, pigs are the symbol of wealth in Chinese culture. Perhaps it’s not a coincidence then, that Chinese Zodiac identifies pigs not as wasteful spenders, but rather enjoyer’s of life. They especially love entertainment and experiences, which is fitting for…
Recently while delivering a retail workshop I was approached with concerns around what retailers should be focusing on – marketing wise. After helping her, it made me think about how much our customers have changed both sociologically and psychologically. And how little we’ve adapted our messaging to reach them. Sure we have lots of…
In-store Experience is BIG news these days When I started researching in-store experience many years ago, I set up a Google Alert for ‘experiential retailing‘ and ‘in-store experience’, those alerts have remained mostly silent until, well…this year really. Now, it ‘sounds-off’ like my Facebook notifications, ALL-DAY-LONG. Direction to Create More In-Store Experience But, while…
Another retail CEO pressured into a popularity contest of who’s more important, his shareholders or his customers? Sure, I know their “first priority is to the shareholder”, but when the customers are happy so is the shareholders right? In my opinion, retail experience eats old sales per square metre for breakfast and I’ll tell…
