Performing assessments on an ongoing basis can be transformational to the culture of any retail organization. Understanding your customer's experience should become part of your organization's DNA. When that happens, you will see the findings from these ongoing assessments as opportunities to know your customer better, which in turn allows you to better serve that customer.
Exceeding customer expectations improves customer loyalty, which translates into higher revenue. Plus, your brand's focus on the customer experience will attract new customers who are seeking relationships with companies that best serve their needs.
Sign up now for the Retail Customer Experience newsletter and get the top stories delivered straight to your inbox. Forgot your password? You may sign into this site using your login credentials from any of these Networld Media Group sites:. Commentary 3 best practices for a retail customer experience assessment Kyle Kennedy, chief operating officer at COPC, explains why conducting a customer experience assessment should be an integral part of the retail operation.
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These objective assessments of your retail outlet can help you measure whether or not your customers' expectations are being met and how you can better serve their needs. The primary reason you should conduct regular retail store evaluations is that you need to appreciate the view of your store from the perspective of your customers. A third-party evaluation can:. When creating a list of questions for store evaluations, objectivity and neutrality are the key points to keep in mind.
Evaluations can be performed by a mystery shopper service or you can conduct your own store assessment. A mystery shopper is an "undercover shopper" hired to observe and report on employee and customer behavior. Mystery shoppers are not hired to give their opinions but to objectively collect data on your store.
This can be a huge eye opener on how employees behave when the boss is not around, or how customers interact with your store or products.
Feel free to use all of the following questions to conduct a comprehensive store analysis:. Exterior Store Appearance. Interior Store Appearance. Customer Service. Product Offering. The most effective store assessments involve a store walk-through with the key contact. This takes place after a discussion of the features and benefits of Retail Space Solutions pusher tray systems and as well as a general agreement to conduct a product trial.
At the end of the day, we want to improve the shopping experiences for their guests. The assessment will also include a study of the number of current and potential product facings and the overall visual presentation of the shelves. The length of a store assessment commonly depends on the size of the location, as well as the type of store.
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