Retail Evolution: How to Improve your In-Store Customer Experience
The rapid growth of e-commerce may not be what is driving your business away.
Many consumers and retailers are likely to assume that brick and mortar shopping will eventually turn obsolete due to the rapid growth of e-commerce. This is an easy answer as to why you may be experiencing troubles at your retail space, but it is not necessarily the case. A HubSpot study reports that 86% of its surveyed customers still make most of their purchase decisions in-store.
86%. That is a huge percentage of your potential customer base. So, if consumers are still shopping at physical retail stores, why could you be experiencing a dip in foot traffic?
Potential Problem Areas
1. Cleanliness
Cleanliness may seem like a baseline standard for your pop-up space, but the reality is it’s often overlooked. Customers are quick to notice a lightbulb that has gone out or a spill on the floor, immediately altering their perception of your brand. The same study conducted by HubSpot reported that a bad experience brought on by an uncleanly situation made customers 69% less likely to return to that store.
Is not cleaning up that puddle of water really worth turning a potential customer away f o r e v e r ?
… Okay, maybe that is a little dramatic. But you get the point. The staff at your pop-up shop (or permanent location) must be trained to deal with messes and cleanliness issues that could arise.
And remember, the more high end your target client is, the higher the expectations for your space.
2. Shoppability
So now you have a spotless space and that’s it, right?
Having a great space is a major box checked on the “to-do list” for your pop-up space but another key component is your inventory. It (to an extent) does not matter how cool and cutting edge your installations are if your customers cannot do what they came to do — shop.
Many shoppers opt for the brick and mortar experience to satisfy their need for instant gratification. They do not want to travel to your space only to be sent the product they could’ve otherwise ordered online. Having a selection of items for your customer to feel, try and walk away with is essential for a satisfactory experience. Even if they do not decide to complete the purchase that day, they will notice if they were not given the option.
Customers are also looking for convenience. Is your product neatly displayed? Is everything organized? Is the selection easily accessible? If customers are confused about how to access products or everything is a mess (*ring ring* the cleanliness section is calling ^) they are less inclined to shop!
Activations are a perk but at the end of the day, the customer is visiting your location to shop. You shouldn’t deprive them of that desire.
3. Finding a Balance in Technology
A common misconception is that since technology is rapidly evolving, your store should too. This is not always correct.
Unless you deem yourself a tech company, most customers have pretty low expectations for the technology integrated into their pop-up experience. They expect the industry standard of free Wi-Fi and app compatibility is a plus. Other than that, the current tech may end up turning a potential customer away, especially if it becomes the focal point. Not everyone is ready for the next, best contraption — and you don’t want to risk isolating those customers.
Negative Experience Turns into Negative Reviews
All that has been discussed combined to form your customer experience. Remember, it only takes one bad interaction for a customer to generate bad word of mouth.
We are in the digital era of the vocal consumer. An opinion + a platform = an increased sense of voice. If a customer feels the service or experience was less than desirable, they may direct their frustrations towards social media. Before you know it, your brand is blowing up with complaints of an unsatisfactory shopping experience, tarnishing your brand image.
The Takeaways
- Invest Wisely: if you are going to invest in opening a pop-up store, you also need to invest in its maintenance.
- Word of Mouth Promotion: your best friend and worst enemy. When positive, it is a great way to generate buzz and business. When negative, it can be quick to come for the sterling image you worked so hard to maintain.
- Training: it is vital that your staff is well trained in cleanliness procedures and your POS system. A smooth and efficient checkout leads to a smooth and happy customer.
- Basics: do not neglect them! Customers still appreciate the smaller, simpler things. Just because our technological environment is rapidly updating, it doesn’t mean your company needs to incorporate everything too (unless it fits your brand, then power on you tech warriors).
by, Georgiana Zilli
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