How to create a customer-centric shopping experience
As the old saying goes, ‘the customer is always right’ and creating a first-class, customer-centric shopping experience is more important than ever after a challenging 2020.
Here we look at how placing the consumers’ needs first is vital for success, and what UK-based consumer insights expert, Martin Newman suggests you prioritise for 2021.
1. Put the customer at the heart of everything you do
Creating a first-class, customer-centric shopping experience is more important than ever and Martin believes that the customer should be at the heart of everything you do. “Admittedly, this involves a lot,” he says. “Customer centricity is often thought of as just an output, or what customers experience. In reality, if customer centricity is everything a business does, it’s 60% what the business does and 40% what customers actually see”.
2. Allow your employees to go beyond the rule book
To give a truly personal, customer-centric shopping experience, Martin believes that employees need to have the power and flexibility to meet a customer’s needs. “Empower customers to shop and engage with you in any manner they choose,” he says. “The starting point to this is enabling employees to deliver those experiences and go beyond rule books. This empowers key staff members to do the right thing for the customer,”.
3. Understand the causes at the heart of your customers’ concerns
Consumers – particularly Gen Z - expect more than ever that authenticity is integral to creating a meaningful customer-centric shopping experience. “The Gen Z activist generation expects brands to enable them to take action on causes they care about,” explains Martin. “Think sustainable clothing, thrifting, and second-hand items. They also want to see real people in advertisements and marketing - to see themselves reflected in your brand”.
Consider using micro influencers or real customers and employees in your social and marketing campaigns to engage better with younger customers, while communicating clearly on issues that matter such as sustainable production processes, the removal of single-use plastic packaging, and recycling dead or old stock. In terms of COVID, consumers will also want to know how retailers are keeping staff and customers safe while trading under lockdown restrictions. For direct feedback on the issues at hand, start a conversation within open or closed Facebook groups and Instagram posts. This will also allow you to get to know your customer base better and the issues that matter the most to them.
Find out how Clearpay can help to drive your business forward in 2021 by scheduling a meeting with one of our Retailer Team Members today at [email protected]
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