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CUSTOMER EXPERIENCE<br />
Defining the<br />
customer<br />
great<br />
experience<br />
ALL RETAILERS WANT TO<br />
PROVIDE A ‘GREAT CUSTOMER<br />
EXPERIENCE’ BUT HOW MANY<br />
DELIVER ON IT? DAVID ALLEN<br />
OUTLINES WAYS TO ACHIEVE<br />
THE HOLY GRAIL OF RETAIL.<br />
irst of all, it is important to understand that customers – not retailers<br />
– build brands; however, if every retailer knows that being obsessed<br />
with their customer is the key to success, why aren’t more retailers<br />
outrageously successful?<br />
What is it about the ‘name above the door’?<br />
<strong>Jeweller</strong>y retailers should ask themselves: what does the customer see when<br />
they are in the store and how do they feel when they visit and leave the store?<br />
Everyone subliminally measures the experience they get when making a<br />
purchase from a store. This reaction can be categorised in three ways:<br />
1. The experience was incredible<br />
2. The experience was indifferent<br />
3. The experience was terrible<br />
Most experiences are unfortunately indifferent, and what many retailers<br />
don’t realise is that all of these retail experiences are linked to how their<br />
customer is made to feel rather than what was purchased or what they<br />
paid for the product.<br />
Many retailers today underestimate the importance of the consumer’s trust<br />
and loyalty in connection to the store’s brand, and I believe this is linked to<br />
their failings.<br />
<strong>December</strong> <strong>2017</strong> <strong>Jeweller</strong> 17
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