BRIANWOOLF.COM
 
  Welcome     Marketing & Loyalty     Speaking & Connecting     Brian's View     Books by Brian     Marketing Studies     Contact Us  
 
 

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)
 

Retail convenience breeds new customer loyalty

Convenience is a word that consumers like, and that makes it a buzzword for retailers as well - because convenience helps create loyalty, according to Aneesh Reddy, CEO for Capillary Technologies, who here explains why bricks-and-mortar retailers are increasingly moving beyond traditional shopping conveniences and embracing the mobile shopping experience.

Today's customers often expect proactive notification of sale opportunities, purchase and delivery tracking as well as other conveniences made possible through online communications. They also demand the flexibility of shopping anywhere, anytime, and using any device. In fact, studies show consumers prefer to extend their engagement with the brand across multiple channels.

The convenience of picking up or returning merchandise across any channel - regardless of the purchase channel - is also an important requirement. A new study released by ComScore and UPS shows that retailers have an opportunity to increase customer satisfaction just by making the process of exchanging/returning products simpler, easier and more convenient.

The other notable trend in today's digital age is that shoppers expect a more friendly online shopping experience whether at home, in a shopping mall or in a showroom. Improving the in-store experience is fast becoming a necessity rather than a perk. Shoppers demand value-added services, personalised recommendations and a convenient customer experience - much like they would in an online store.

Going The Extra Mile
Competitive retailers are leveraging technology and the changing economy to create more ways to make the buying experience more convenient providing a more positive customer experience. Many brands are willing to shake-up their tired marketing strategies to better engage with consumers and win their loyalty and trust.

Factors like improved access to the internet from smart devices and easy access to product information are two areas where retailers can enhance the shopping experience. Several retailers are looking to replicate online shopping experiences in-store by making it possible for shoppers to access discounts and recommendations at the click of a button via their mobile devices.

The role of a retail showroom has been extended from being a transactional place to becoming an integral part of a brand's communication channel. The showroom becomes the brand ambassador by allowing consumers to have a relevant and rich brand experience each time they visit.

In order to be successful, a store has to offer emotional and personalised engagement to its customers. Facilitating the usage of internet by providing Wi-Fi in stores helps bridge the gap between online and offline engagement and lets the brand stay connected with customers. This also helps retailers to push the stock of their choice at any given point in time.

Even though customers are increasingly placing orders online, brick and mortar stores still offer value because humans are basically tactile by nature. We like to touch and feel the product before buying it. For instance, at the beginning of every new season, Burberry transforms their London store into an entertainment hub by providing an audio-visual customer engagement using big screens and iPads. They also invite their loyal customers for an exclusive chance to be the first to buy the latest product line, thereby creating a privileged experience. Customers preview the new arrivals via catwalks displayed on big screens in-store and purchase from their iPads.

Empowered Staff Influence Customers
Technology is also accustomed to sales associates empowered to help customers with their decision making process.

Increasingly, associates are required to be tech savvy and many retailers are able to provide personalised shopping assistance with the help of smart devices and tech savvy associates. For instance, in several Apple stores, associates use mobile POS to provide recommendations, take payments and provide email receipts.

Personalised Service Nurtures Loyalty
Customers are emotional beings. By anticipating their needs and focusing on improving convenience throughout the customer experience life cycle, retailers can help attract new customers and retain existing ones.

Technology is coming to the rescue of retailers today by enabling companies to track customer's behaviour and send personalised messages to consumers for a unique, one of a kind customer experience which ultimately deepens customer loyalty.


Sources: Capillary Technologies /
The Marketing Factbook.
Copyright © 2014 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark