August 18, 2020 •Elder Ocampo
As a retailer, it’s not always easy to know what customers want or how to provide them with an overwhelmingly positive experience. Unfortunately, if you want to enjoy long-term success, you have to try and you have to hit the mark more often than not. This means finding ways to understand the customer experience, empathize with consumers to target pain points, and ultimately, create a positive emotional bond to ensure ongoing patronage.
Although most retailers realize the importance of the customer experience, it turns out that 63% of shoppers feel like retailers don’t know them, and only 1% believe that vendors consistently meet expectations. This is a major problem that speaks to a disconnect between the experience retailers provide and the takeaway with which customers are left. If customers harbor the perception that retailers don’t care and don’t “get it,” it really doesn’t matter how hard a brand is trying to deliver a stellar experience.
What can you do to better understand your customers and deliver a consistent and rewarding experience? How can you show your brand cares and encourage brand loyalty in the process? You first need to understand the emotional experience consumers have regarding your brand so you can determine the best ways to build lasting relationships.
The more personalized you can make your shopping environment, the better you'll connect with your customers. In our guide, "Retail Gets Personal," you'll get some tips on how to elevate the in-store experience in order to make that lasting customer connection.
Prioritize Core Values for Branding
What do customers connect with? It’s not your products—they can find similar items from competitors. It’s not even your brand image or lifestyle marketing, although these can certainly make a good first impression. In the long run, what customers really connect with is consistent, core values.
When your core values revolve around providing quality products, significant value, attractive retail settings, and above all else, exceptional customer service, consumers will know what to expect from your brand. By training employees to empathize with consumers and internalize their experience, you can turn even negative experiences into positive ones, cementing patronage by exceeding expectations.
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