Customer Experience at Store Level

I have been the the sales floor since I embarked in retail. There's a lot of miscommunication between Operations & Managements. Although the aim is one but to reach that we would likely overlook something important.

"Sometimes the most important thing is the most simple things"

Store-level operations are the forgotten cousin of retailing. Management typically focuses more on product and service offers, marketing and brand issues, and store locations and network expansion. Meanwhile, executives tend to underestimate the importance of rigorous and consistent execution of the customer experience at each store.

Delivering an experience that is satisfying to your customers and differentiated from your competition drives both repeat visits and improved store productivity. Conversely, falling short on the desired experience will leave customers open to trying the competition–– a new store or an existing one with a new offer or promotion. Worse, one negative interaction will be freely shared with family, friends, co-workers and the whole world thus making it viral from time to time.

“Remember, One bad things is enough to destroy 10 good things that have been done in years”

Unlocking and Improving value of store-level operations can increase the Return of Investment and consistent execution also creates a sustainable competitive advantage through a hard-to-see, hard-to-copy differentiation, a reinforced culture of customer focus, more motivated and productive employees, and lower turnover. Such improvements can benefit all types of retailers. At any retail chain, each customer visit includes several moments of truth. Behind each of these touch points, there are many departments, processes, and activities that help to shape the customer experience.

The offer design represents a critical component in the customers’ overall experience. However, major upgrades such as new layouts, a new visual image, and brand enhancements often require hundreds of millions of dollars in investment and involve time. Similarly, customers see the impact of various offer support programs but even the best programs must be supported by effective and consistent on-site execution. Otherwise, the retailer makes promises and offers in its advertising and other communications that many of its stores cannot keep. Effective site operations, by contrast, yield improvements in the customer experience that fall straight to the bottom line.

Consistent execution leads to high customer loyalty, more repeat business, and greater latitude to expand the offer. Moreover, properly selected, trained, and motivated employees are more productive, consistently care for customers and the store itself.

Although improvements to operations take time to execute given the many employees affected, these changes involve little or no capital outlays and help differentiate a retailer’s stores from those of competitors.