When it comes to the customer experience, renovation is inevitable
no category has undergone a more radical transformation than retail has
in recent years. Near-global access to the Internet and speedy adoption
rates of smartphones have spawned countless changes to the way we shop
and how retailers compete. With a recent US Census report putting
e-commerce at less than 6% of overall sales, the in-store experience is
as important as ever.
The retail industry will inevitably see
many more changes in the years to come, but here are three questions
that smart retailers are asking themselves now in order to deliver the
best possible overall experience for their customers today.
and more retailers are striving to build a true omni-channel experience
that merges at-home, in-store and mobile commerce into one seamless
experience. In other words, if a customer wants to view an item online,
purchase it using their phone and pick it up in-store, they can do so in
a smooth and effortless way.
Omni-channel is all about
continuity of experience and provides the perfect example of merging
digital insights with in-store physical experiences. The look and feel
of every channel, from mobile to desktop to in-store, should feel the
same to the customer.
retailers are saying goodbye to boring, antiquated layouts. They know
that if they want to keep people in their stores, they need to make
their locations interactive and engaging. This can be done in a number
of ways, the most basic of which is by leveraging the right technology.
Tablets and smartphones are versatile and can be used in several ways,
including taking payments from the customer where convenient rather than
making them wait in a checkout line, demonstrating product features,
offering more information and encouraging social sharing.
addition to tablets, smart retailers are implementing interactive
experiences with the use of large displays that are meant to fully
engross customers to the point where they even forget that they’re
inside a store. To the customer, the experience is interactive,
engaging, and powerful.
to a study by Infogroup Targeting Solutions, 54% of marketers have
already invested in data solutions to date, and nine out of 10 marketers
plan to do so in 2014. Why the focus on data? Because smart retailers
know that in order to provide truly personalized experiences, they need
to gather as much information about the behavior, history and
whereabouts of consumers as possible. Collecting this actionable data
through customer loyalty programs, point of sale data and online
shopping behavior ultimately enables retailers to implement dynamic
browsing, customized displays, personalized recommendations and
In response to customer feedback, grocery chain Food Lion renovated several of its stores
- making them easier to shop, offering the greatest value in private
brands and providing fresh produce - in order to enhance the overall
customer experience. Since the renovations took place, customer feedback
has been extremely positive across the board.
answered yes to one or all three of the questions above, one answer is
clear: renovation is inevitable in order to give your customers the best
possible experience in this industry. Modified layouts, in-store
kiosks, virtual walls, virtual dressing rooms, augmented reality and new
product offerings are just a few examples of how smart retailers can
enhance the customer experience and ultimately maximize ROI.
as an iconic destination for more than 90 years, AMC knew it needed to
align the guest experience with the visual experience of the movie in
order to remain at the forefront of its industry. Adding more food and beverage options, replacing conventional seating with
powered recliners and providing guests with the ability to not only buy
tickets online, but reserve actual seats are just a few ways AMC brought
its theaters back to life, ultimately enhancing the overall customer
experience. Now, AMC is selling more tickets with fewer recliner seats – to sold
Check out our AMC renovation
to see how experienced project management executed across 130+ of AMC’s
sites has led to an improved guest experience and ultimately increased
ticket sales for AMC.
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