At a time when more and more businesses are moving online or being established online, one of the advantages of brick and mortar stores over online stores is their ability to create personalized experiences and atmospheres that can surprise and delight their customers. Experiences of human connection and sensory pleasure simply cannot be duplicated in the online space in the same way.
The key to creating those moments, according to the members of Council for Young Entrepreneurs, capitalizes on your store’s strengths. Below, they share specific strategies you can use to amaze your customers and provide them with an unforgettable shopping experience.
Young Entrepreneur Council members share their advice for creating exceptional shopping experiences.
Photos courtesy of individual members.
1. Create a burnt social media moment
Make your store memorable by creating a simple social media “moment”. Adding a branded wall, cool sign, or beautiful “Selfie Station” to your store is an easy way to increase customer engagement in the store while also getting free online promotion for your space. In my massage therapy clinic, we have many beautiful spaces that clients often take selfies in front of. I’ve seen many brick and mortar companies do this well with neon signs, plant walls, murals and interesting art. Make sure to add a branded spot on the wall so that customers remember to tag your business in their posts. – Rachel Bother, PRESS Modern Massage
2. Offer samples of your products
Who doesn’t like to taste? There’s a reason chain stores like Sam’s Club use sampling as a primary way to drive sales; it’s a great way to increase impulse buying and the law of reciprocity (you did something for me, so I’m doing something for you) and launch new or cool food products. Don’t worry if you’re not in the food industry. Use live models or product hosts to show off your products (think HSN and QVC). Imagine someone walking into your store to be greeted by a professional model showing off a new line of clothing. You can also hire a product host to set up live demonstrations. Not only will this engage and entertain your customers, but it will also encourage repeat customers. Trust me, my kids tell me every Sunday, “Hey Daddy, let’s go to Sam’s Club for monsters.” – Kristopher Brian Jones, LSEO.com
3. Provide excellent customer service
One advantage that brick-and-mortar stores have over online stores is the ability to provide prompt customer service. Personal experiences enable store associates to quickly resolve customer issues and alleviate concerns. This can create a sense of surprise and delight for customers who may not expect such prompt and attentive service. To take advantage of this, physical business leaders must ensure that their employees are trained to provide fast and efficient customer service. In addition, they must ensure that there is sufficient staffing during peak periods so that customer needs can be met in a timely manner. By providing excellent customer service, brick and mortar businesses can create an atmosphere of surprise and delight for their customers. – Pratik Chaskar, Spectra
4. Personalize Human Interaction
There is power in personalization. Remember the customer’s name, how many children they have and what sports they play. A customer entering a brick and mortar store with someone saying, “Hey John! It’s good to see you. How’s Millie’s softball season going?” will outperform an online transaction any day of the week In a screen-to-screen world we often miss the personal touch of human interaction Brick-and-mortars have the opportunity to outperform any other sales channel through attention to spend on their customers If someone knows there is a warm welcome and a handshake, more often than not they will prefer the physical location over an online store. Mary Harcourt, CosmoGlo
5. Integrate an Augmented Reality experience
Augmented reality can help create amazing personal experiences and environments that lead to customer satisfaction. It helps you get the traction your store needs by helping you reinvent shopping experiences. The retail industry is changing, with more and more consumers preferring to shop online. Augmented reality helps develop and transform a mainstream brick and mortar store into the store of the future, powered by gamification and interactive customer experience. – Stephanie Wells, Formidable shapes
6. Offer exclusive products and services
One way to create a unique and memorable experience for customers is to offer exclusive products or services that can only be found in your store. This can be anything from a limited edition item to a service available only in your location. By offering something unique, you can surprise and delight your customers, keeping them coming back for more. To do this, you need to have a clear idea of ​​what’s on the market and what your customers are looking for. You also have to be willing to experiment and take risks. By offering something unique, you will find that you have a real winner on your hands. – Syed Balkan, WPBeginner
7. Appeal to the five senses
An easy way to improve customer experiences is to engage the five senses. What does the physical location smell like when people step inside? What do they hear? What can they touch? What do they see? If applicable, what can they taste? Try to cover all five senses to create an immersive brand experience that customers can’t find anywhere else. Did you know that Disney pumps specific scents into its theme parks to stimulate the sense of smell? Disney also plays different music depending on where the guests are in the parks, and the decorations change too. Your physical location should convey the essence of your brand through decor, music, scents and so on. Be unique and immersive so people can “live” your brand experience when they enter. – Jonathan Prichard, MattressInsider.com
8. Build a report
One of the best ways to create a personalized experience that will surprise and delight your customers is to bond with them from the start. This can be done by asking good questions that show that you are interested in who they are and what they need. For example, you can ask them about their day, their favorite products, or what brought them to the store. By taking the time to get to know your customers, you can create a more personalized experience that makes them feel positive about their interactions with your business. – Adam Preiser, WPcrafter