4 Approaches to Creating a Winning Customer Journey Through a Retail Store

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When we talk about the customer journey, it’s often associated with the sales funnel that turns a lead into a brand advocate. But what happens in terms of the physical side of things? We all go online to turn leads into customers, but for those who are setting up a small store, it’s important that they undertake a holistic approach that considers every touchpoint and interaction. So what does it really take to ensure that you are able to create a winning customer journey throughout a physical retail store?

An Engaging Storefront and Window Displays

Your storefront and window displays are the first things that will draw customers in. Therefore, creating visually compelling displays that showcase products and put across your brand identity can grab attention. There are so many different ways to do this, from custom perspex designs that can be a cost-effective approach all the way through to interactive elements or even digital signage. It’s always about that split second when someone decides if they’re going to enter or not. In a very non-pressurizing way, we should engage. It’s not about forcing people in, but about meeting customers on their (emotional) turf.

An Intuitive Store Layout

Designing a store layout that allows customers to find what they need easily makes a massive difference. To create an intuitive store layout, we need to design a logical traffic flow that guides customers through the store. Think about popular layouts such as:

• Grid for maximizing product displays.
• Loop/racetrack for an experiential journey.
• Free flow for easy browsing.

Facilitating movement is key, and you can do this by using clear sightlines and creating wide aisles, as well as, of course, strategic product placement.

Provide Knowledgeable and Friendly Staff

Good staff are hard to find, and if you can cultivate well-trained, knowledgeable staff who can provide exceptional customer service without forcing sales, this can make for a far more personalized experience. Of course, your workers aren’t going to be able to know everything, and therefore it’s worth empowering them in certain ways, for example, giving them mobile devices or tablets so they can access product information and customer data to deliver that extremely personal approach that makes a huge difference.

A Seamless Omni-Channel Experience

We can’t ignore our online component completely here, and therefore, integrating both online and offline channels can provide a cohesive brand experience. We should allow customers the luxury to browse and purchase products online for them to pick up in-store or easily return them/exchange online orders in the physical store. It’s also worth leveraging technologies like QR codes and mobile apps to bridge the digital and physical gap that’s present.

From the signs to the structure, there is so much that we can do to create a winning customer journey at the outset of our business. Ultimately, by designing and optimizing each stage of the in-store journey, from the storefront to the checkout, a customer can get that engaging experience that will not just meet their demands but exceed them, which will, in turn, drive loyalty.

*  Contributed Content – 4 Approaches to Creating a Winning Customer Journey Through a Retail Store

Wishing you a great week!