4 Simple Ways to Improve the In-store Shopping Experience
Go in-store shopping.
If you want to keep getting regular customers into your business, then the most important thing you can do is to provide an enjoyable in-store shopping experience for each person who steps through the doors to your store.
The more that people feel that you provide good customer service, high-quality products, and a welcoming atmosphere, the more likely they are to not only spend longer shopping in your store but also to return.
There are lots of things you can do to improve the shopping experience within your store; but for now, here are four simple ideas which you could utilize to help you make a difference to your customers.
In-store shopping … be family friendly
While having children running around your store might not be ideal, it is more than likely going to be a frequent occurrence. Many parents have no choice but to bring their children along when they are heading out shopping, and it is often a stressful experience for them.
Therefore, if you can find a way to make your store more appealing to families, you are more likely to keep your customers happy.
For example, one simple way you could do this would be to widen the aisle spacing slightly, so that pushchairs are easily accommodated for. If you want to keep children from running around, then try and provide some stimulus for them as they walk around the store.
Pros and cons of in-store shopping.
For instance, you could paint markings for them to interact with on the floors, such as mini-games like hopscotch.
The happier the children are, the more relaxed the parents will be, and the more time they will spend shopping in your store.
Make shopping straightforward
Most customers do not have the luxury to spend hours roaming through the aisles of your store, looking in detail at every item they come across, and then queuing for hours when they get to the checkout.
Most of your customers will be looking for a shopping experience tailored to their busy schedules, and this is something you need to be able to accommodate.
There are several ways you can do this, such as making sure that every aisle is signposted with a number and a brief description of what can be found there. Items should be grouped appropriately, with the store layout being as ergonomic as possible.
You should also try and make checkout as quickly as possible, such as by utilizing an EMV terminal which takes contactless payments.
Create a community
While your products are important for sales, if you want to promote customer loyalty, and get the local people to back your store, then the most valuable thing you can do is to foster a community with those around you.
People like to return to places where they feel welcome, and the more at home they feel within the environment of your store, the more likely they are to spend longer shopping there.
There are some ways you can get involved with the community, from backing local sports teams and supporting local charities, to hosting events in your store, or even just rewarding local customers with special offers, and giving them loyalty cards with the chance to win rewards.
As people, we are sensory beings, and this is something you should always bear in mind when trying to charm to your customers.
It is important to engage the sense of your customers positively and appealingly, as this is the best way to trigger a strong sensory memory of your business in the minds of your customers and make them want to visit your store again.
There are some ways you can do this: visually, your stock should be laid out neatly, and eye-catching signs with clear writing should be used around the store, with sale signs being comprised of brighter colors. If you sell perfumes or makeup, then it is always wise to have tester bottles, as customers love to be able to interact with the product before they buy them, both through touch and smell.
You should also try and keep the air in the store feeling fresh with a pleasant, but not overpowering smell; this can be achieved by proper ventilation, and thorough cleaning of the store regularly with naturally scented products.
Finally, if you sell food, then on occasion it might be worthwhile offering tasters of certain products a couple of days a week, as this will draw customers in.
The bottom line
We all have busy lives; we’re all pulled in multiple directions all day long. Given an alternative, does anyone want less convenience or to spend more time on their to-do list?
This idea isn’t really new. Corner markets and convenience stores aren’t just competing with the big-box superstores, they flourish. Why? The reason is in their names: They’re right where their customers are, and they’re convenient.
They don’t usually have lines, and they don’t have aisles and aisles of choices to sift through.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of collaborative innovation. And put it to good use in adapting to changes in your business environment.
It’s up to you to keep improving your learning and experience with innovation and creativity efforts. Lessons are all around you. In this case, your competitor may be providing ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Try. Learn. Improve. Repeat.
When things are not what you want them to be, what’s most important is your next step.
Are you devoting enough energy to improving your continuous learning for yourself and your team?
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way.
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Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
