Immersing Customers In Your Brand

Immersing Your Customers in Brand Meaning

Part two of our five part series exploring trends that are shaping brick-and-mortar retail experience. You can read all of the trends in The Store Is Back eBook, courtesy of RBM Technologies.

Digital technology has made retail experience more transparent than ever. Customers have unlimited access to information, so their brand perception forms long before they step foot into a store.

How customers see a brand extends beyond products on shelves, and marketing messages on signage. Shoppers have begun to see brands as nuanced and multidimensional, viewing emotional factors such as thoughtfulness and empathy as benchmarks of value on par with product availability and pricing. They already have a myriad of retail purchasing options, what customers want is a brand who connects with them on a human, more meaningful level.

“Your brand has never been more important. People want to hang out with brands that mean something to them.”

Andrew Smith, Director Retail Operations at Telstra

Now is the time for retailers to evaluate their connection with their customers. In 2016, shoppers will continue to place the value of a brand on how it makes them feel. This evolved brand perception means retailers must focus on delivering tailored, memorable and relevant experiences in order to strengthen their customer connection within the year.

Retail Experience, It's Not Just Business, It's Personal

Before a retailer can build a meaningful relationship with the customer, they must first understand them. It is therefore critical that retailers focus on knowing shoppers’ behaviors and patterns, as well as their local needs. To reaffirm the brand perception and create meaningful customer connections, retailers need to put customers’ preferences and behaviors alongside other store specific data. Collecting shopper-specific data can be used to create unique profiles which will then help build a more authentic and lasting relationship with the customer.

To read all five retail trends, download The Store Is Back today

Empowering Store Employees - The Store Is Back

Using Digital Technologies To Empower Store Workers

Part one of our five part series exploring trends that are shaping brick-and-mortar retail experience. You can read all of the trends in The Store Is Back eBook, courtesy of RBM Technologies.

Store employees are the most valuable assets to a brand. They are on the front lines of retail experience, interacting directly with the customer. They have the opportunity to connect with customers on a personal level, something customers can’t get online.

“Store associates work so much better when they know the why. Bringing them to the table, and communicating with them can go a long way.”

Jeff Fisher, Global Store Experience Director at Sunglass Hut

The store associate’s knowledge, availability and capacity to help the customer all contribute to an exceptional experience and lasting brand impression. However, store associates can only achieve this if they are empowered to fulfill the customer’s expectations. Store employees can never truly be brand advocates if their efforts are wasted on merchandising discrepancies, and aren’t trusted with the authority or the appropriate tools to support a customer’s needs.

Some leading retailers have already begun to equip store associates with the necessary information and digital technology to keep up with today’s savvy shoppers. iPads and other mobile devices are popping up in stores, giving associates access to important details and additional product supply.

store employee using technology
Store employees can spend more time with customers when given the technology needed to execute campaigns faster and more efficient than before.

When associates have the support to engage shoppers in stores, they will deliver a seamless, personalized experience. They will help the customer through their path to purchase, influence the customer’s brand perception, and ultimately, build customer loyalty.

To read all five retail trends, download The Store Is Back today