According to a study done by Accenture, 87% of consumers prefer purchasing from companies who know the “real” them – they want brands to treat them as a unique individual. Retail stores with consistently high customer-satisfaction scores also had thrice the returns compared to those without. Here is how to get the best out of your retail store with personalisation.
1. Obtain data – bridge the gap from online to offline
The first step to personalisation is to get to know your customers. Implement loyalty e-cards and online applications to bridge the gap from your online store to your physical one. With their browsing and purchase history in your hands, you get to personalise their in-store experience: providing in-store pick-ups for their online purchases, birthday discounts when they purchase in-store and personalised recommendations for in-store exclusive items.
2. Give your customers their own personal shopper
Nothing speaks luxury more than having someone in the store dedicated to help you at every step of the way. By tagging a staff member to bring customers around from the moment they step into the store until they exit, while addressing them by name, it makes your customers feel special and will leave a positive impression on them.
3. Use technology to your advantage
You could also utilise technology by having interactive augmented-reality (AR) screens to help customers visualise your products. For example, AR mirrors showing how your clothes look like on your customers’ bodies, or how they will look with certain lipsticks you are selling. When your customers trust that your products work well for them, they will be more compelled to purchase them.
4. Allow for customisation
What is better than customising products and services to tailor them to your specific needs? When given the choice to customise their items at a higher price, it allows for individualism and personal expression. Your customers will now own a unique product that was created by them, for them – they might even be the only one in the world with this iteration of your product! This gives them positive feelings towards your brand, which entices them to come back in the future.
5. Be ready to change your marketing materials based on local events and happenings
Marketing campaigns around the world are all tailored to the locations they are in – tying in promotions for local holidays or celebrations are a sure-fire way to get more customers to enter your store. Campaigns are not one size fits all and tailoring them to their locality makes it more personal when customers can relate to the festivities. With the current pandemic, health is the top concern of all shoppers – preparing things like thermometers for temperature checks, hand sanitisers that can be found easily within the store and disposable masks in case your customers need one definitely shows that you value your customers.
6. Themed, flagship stores
Flagship stores with a specific theme can cater to the key demographic or persona you are trying to target. For example, Louis Vuitton’s Island Maison store in Marina Bay Sands, Singapore, provides a truly unique experience for their customers – as the first Louis Vuitton store to be on water, you can choose to enter via boat, outdoor bridge or via a tunnel connected to the Marina Bay Sands mall. The store tells a story – it has a nautical theme, and it targets affluent customers. For the “rich”, where luxury items are a commodity, you must make the experience special. Now, going to the store is an experience in itself, and creates buzz for the brand.
7. Store layout that is easy to navigate
A good store layout needs to have a logical customer flow. Related products should be placed close by so that your customers will be more enticed to purchase similar items together. This will also make it easier for your customers to find the things that they need. It is also important for your store to have enough space so that customers do not feel claustrophobic while shopping.
Ultimately, you need to find the personalisation that fits best with your customer journey – which is where Convergence Concepts comes in. Let us design your user journey and tailor it perfectly for your clients.