View
301
Download
1
Category
Preview:
Citation preview
O P P O R T U N I T I E S T O I MP R O V E Y O U R C U S T O M
E R ’ S E X P E R I E N C E
A R E E V E R Y WH E R E I F Y O U P A Y A T T E N T I O N
WAKE UP R
ETAILE
RS!
CREATE A MULTI
-SENSORY
CUSTOMER EX
PERIENCE
ASSIGNMENT #2 – OBSERVATION LABBackground 1. Data collected from 6 site visits to retail establishments
(went to Home Depot, Nail Salon, Micro Center, GNC, Michael’s, Art Stone Dance Wear)
2. Using Observation Lab form, compared data to assess observation themes and/or any new insights
3. Based on outcomes of #2, identify insights and NEW opportunities.
4. Prepared this presentation to communicate those insights and opportunities.
KEY OBSERVATIONS All retailers had very basic interiors – “50 shades of
Gray” sums it up. Self service was the norm vs. “serving the customer” Lighting was functional and offered no aesthetic
value All had background music, yet it seemed
inappropriate for each environment Temperature was moderate – a non-issue in all retail
locations Pricing structures did not appear relevant to
merchandise locations
KEY OBSERVATIONS Smell was only an issue in the Nail Salon Ceilings were from 10’ to 30’ - higher ceiling
diminished sense of being valued as a customer Chaotic noisy environments (crying children, loud
music) increased desire to leave store Personal preferences impacted length of stay in
each store – extroverts who thrive in more chaotic, crowded places would stay longer than introverts who could feel over-stimulated
Inaccessible merchandise impacted desire not to purchase
KEY INSIGHTSRetailers did NOT take advantage of opportunities to: Create a full multi-sensory experience and environment
that would increase desire to stay longer, buy more, and tell others about their experience
Create a *well designed interior that could generate a sense of curiosity and engagement, to encourage more time spent inside the stores (*well designed does not mean expensive finishes, layout, furnishings, or accessories)
Minimize chaotic noises that could disturb some enough to leave the store
Leverage flooring and ceiling treatments as “active” design elements
KEY INSIGHTSRetailers did NOT take advantage of opportunities to: Brand sales staff with coordinated apparel to support
sense of “customer service tribe” or a community of service
Incorporate demos or free samples as engagement strategies
Highlight merchandise displays of any kind Use signage in larger stores to create curiosity or ease of
finding merchandise Create a distinct smell that could enhance shopping
experience (Ex. “new car smell has been proven to increase car sales)
CONCLUSION: WAKE UP RETAILERS! Go beyond “products with prices inside a shell” comprised of
boring walls, floors, ceilings, and shelves
Consider all 5 senses and other facets involved in creating a vibrant, successful retail environment
Leverage resources to create an extraordinary store experience that encourages customers to not only purchase, but also tell their friends about their experience, and become loyal repeat customers for many years
OPPORTUNITY: CREATE A MULTI-SENSORY CUSTOMER EXPERIENCE RETAILERS INCORPORATE ALL 5 SENSES INTO
CUSTOMER EXPERIENCE
1. Hearing2. Sight3. Touch4. Smell 5. Taste
HOW?DEVELOP AN EXTRAORDINARY CUSTOMER EXPERIENCE
INITIATIVE1. Retailers know their customers best. Create a team
involving staff and customers to brainstorm optimal ways to incorporate all 5 senses into the shopping experience. (creative ways of involving customers can range from a contest to random selection based on regular purchases)
2. Review list of ideas generated during brainstorm and prioritize which ideas can be implemented. (i.e.. which fits budget, or can be incorporated quickly, etc.)
3. Define a schedule for implementation of ideas. 4. Use this initiative as an internal team building effort and
reward efforts appropriately.5. Continue to get feedback from customers involved in
brainstorming and ask them to serve as advisory members with rewards like special discounts.
6. Pilot ideas and refine on a regular basis to keep initiative fresh.
IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING
EXPERIENCE1. Hearing Background Music - what background music is most
appropriate to the environment? Should it be a calming environment with waterfall-type music, or an upbeat urban vibe that promotes fantasy experiences as to how (Ex. clothing) customers can have more fun or look sexy and meet new people?
Noise Control – what can be done to minimize negative noises and increase pleasing levels and types of noises other than music?
Different Sounds - consider if different sounds highlighted at different locations throughout a retail location would enhance customer experience.
IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING
EXPERIENCE2. Sight Aesthetics
Color Schemes - how can paint (inexpensive treatment) be used to create a mood, curiosity, or even navigation path?
Merchandise Displays – what nontraditional ways can merchandise be displayed? What surprises can be incorporated to excite customers?
Signage –can it be improved to help customers find things? Ceilings & Floors – what can be incorporated to take full
advantage of these large visual platforms?
IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING
EXPERIENCE3. Touch Tactile Experiences
What can be done to increase opportunities for customers to touch products?
How can we eliminate barriers to product accessibility? (i.e. storing extra merchandise on very high shelf)
Can tactile experiences be added that do not directly involve store products, but add fun and an element of surprise to customer’s experience?
IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING
EXPERIENCE4. Smell Controlling Odors
What type of smell would enhance the customer’s experience?
What type of smell is best suited? (Ex. floral shop would have something different than a nail salon or computer store)
How can unpleasant smells be eliminated? Should sales staff wear distinctive perfume? Should different parts of retail store have different
smells?
IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING
EXPERIENCE5. Taste Some retail environments would easily be able to
offer samples of food or beverages for customers to taste; if not, perhaps those retailers could offer customers unexpected treats to quench their thirst or satisfy hunger flavored waters, mints, lollipops, cupcakes (Ex. hair salons do a great job of offering wine, water and snacks to customers but they do not sell those items) Customers appreciate and remember thoughtful freebies, and they tell others about this kind of experience.
Recommended