How To Turn Your Store Into an Experience

Customer connections created by a personalized shopping experience and a go-to destination atmosphere are what will keep your business relevant and allow you to stay competitive. With online giants like Amazon branching out to more business segments, competition is becoming more aggressive than ever before. The days of simply putting an item on the shelf and having customers come in and buy it are gone. Your business needs to become a destination, and the experience you offer needs to create memories that are not quickly forgotten.

Listed below are 5 ways to make your business an experience, not just a store:

Create an environment that tells your brand story and shows off what you do best.  Your customers are not just buying your products—they are also buying your story, your passion, and your vision. They want to know what makes your business special, so don’t be afraid to share your journey. Make sure your storytelling goes beyond just the store experience. Use social media to tell customers why your business is unique and worth visiting. Local connections mean a lot to customers, so if you are involved in the community, share what you are doing and who you are doing it with. Customers want their community to flourish and be successful, and you will gain their support by connecting your business to that community.

Make a connection to your customers in a way they will never forget. It is important to find ways to do the unexpected. This can be almost anything—a gift, a follow-up call, accepting a returned item outside your normal policy, or staying open a few extra minutes to allow a last-minute customer to get something they absolutely need. Customers share wow experiences with their friends, which can drive increased business into your store. Use multiple channels to solicit feedback from your customers. Every customer offering feedback deserves a reply. If the feedback is negative, don’t simply dismiss it. Instead, work to see things from their perspective and try to learn something from the feedback. Finally, and most importantly, turn what you've learned into real actions and let your customers know you have made changes due to their feedback. This shows you are listening to what they are saying and care about their happiness.

Personalize the experience every chance you get. Create a digital and in-person experience for each customer that is as unique and relevant to them as possible. Make your customers feel like they are a part of something special. To do this successfully, you need to learn what they are looking for. If your business has a loyalty program, you likely have the capability of knowing your customers' shopping tendencies. Use this information to tailor digital messages targeting each customer’s specific interests. Your employees, by asking the right questions, will be able to understand the specific needs of your customers and can provide a more complete experience. If a person is looking to purchase a hammer, for example, they probably need some nails or other building materials to go with it. Helping a customer with their entire project shows you care about more than just selling a hammer. It shows you want to support your customers in accomplishing their goals.

Make sure your team is knowledgeable and provides a consistent experience. If your team is not a helpful resource to your customers, then your customers are not having a good experience at your store. Leverage vendors to complete product training when possible to make sure your team is fully informed and can provide valued information when asked. It’s also important your team knows how to help multiple customers at the same time. This ensures a great experience is shared by all instead of focusing on just one person and allowing the rest to leave unimpressed. Allow your employees a little freedom to step outside the box to satisfy customers. Make sure they understand they are empowered to make customers happy. Offering great customer service to one or two people will not lead to continued success. Consistency is the key. Try creating a checklist for your team to help them provide the same elevated experience every time.

Ensure your employees share your passion for the business. The way your team provides customer service is a direct reflection of your brand. All employees need to understand your vision and share your passion for making customers happy. The best person to communicate this message is you. Engage with customers and allow your team to see an example of what personalized customer interaction should look like. Share with them the importance of an elevated customer experience and how it helps build customer loyalty. Encourage your employees to become part of your brand story and include them in what makes your business great. Keep in mind, when customers leave your business, the last memory they have is of their interaction with your employee. Build this experience to become one of the reasons your customers come back time and time again.

Experiences matter and, more importantly, they create memories that are hard to forget. By personalizing each customer’s experience, you can make a strong connection that is unique and memorable. This connection builds a level of trust between your business and your customers. This trust earns loyalty from your customers, and having loyal customers will help keep your business relevant and allow you to stay competitive.