Winning Return Customers Through In-Store Customer Experience

As a business owner, it's important to recognize the importance of the in-store environment. Below are four examples of businesses that create an unforgettable in-store shopping experience:

• Trader Joe's- Much of the success of this grocery chain has come from the store's ability to accommodate the unique needs of its ethnically diverse clientele. Also, Trader Joe's has traditionally obsessed over customer connections by avoiding typical grocery store equipment that could possibly interfere with human interaction. For example, Trader Joe's was for years reluctant to install scanners at checkout, fearing that the "pinging" sound they make would obstruct conversation. To this day, Trader Joe's discourages loud announcements via intercom that interrupt interactions throughout the store.
• Chick-fil-A- A fast food chain that has gained prominence in recent years, Chick-fil-A focuses on a philosophy that promotes relationships over transactions. Also, Chick-fil-A has had much success branching out to individual communities in its stores through its college football sponsorship tradition, which now has a history of 17 years.
• Ace Hardware- This hardware store has been praised for its thorough embracing of technology within its stores. One example of this is an iPhone app that allows guests easy access to informational resources on products sold in the store like project guides and how-to videos. Also, in-store pickup has brought many customers into the store who otherwise might have simply waited at home, resulting in additional sales.
• PetSmart- PetSmart has boasted some success in 2014 with its plan to use technology and "Big Data" to personalize the shopping experience of each customer by tracing in-store purchases to individual customers. Data acquired is used for PetSmart's new PetPerks program. The PetPerks program is like a typical store rewards program with some clever features that make individual customers feel recognized. For example, the program tracks pets' birthdays and sends out a coupon to pet owners so that they can purchase a birthday present in-store.
• Nordstrom- While Nordstrom has been especially successful in recent years in comparison with simple department stores, its success is hardly founded on any highly complex strategies. In fact, Jamie Nordstrom- president of Nordstrom Direct- has attributed recent successes to simple customer service. As a clothing retailer, Nordstrom focuses on fashion and encourages client service that exhibits a contagious enthusiasm for the fashion items and accessories sold in-store.

Application to Small Business

You may have noticed that all of these examples are retail, restaurant, or grocery store businesses. But how does this apply to small businesses where their business has nothing to do with retail? If we strip down each business and find the foundational principles, you can easily bring the success into your business as well. Here are six principles to take away from these companies:

1. A huge emphasis on human to human interaction leads to customer loyalty.
2. Branch out to customers through the communities that they are already involved in.
3. Use current technology to supplement your customer experience.
4. Provide a customer loyalty service for return customers.
5. Spread enthusiasm for your product or service through your employees.
6. Give customers an incredible “in-store” experience every time they come to visit your company.

Image Credit: Centura Tile of Toronto

Attracting in-store customers involves concentrating on convenient technologies while remembering the importance of old fashioned customer service.