Walking through the front doors of your HME location is like walking in the front door of your home. It’s the same every day. You just do it without thinking. Well, it’s time to actually think about it. Get out your smartphone, camera or video recorder. Start filming from the time you first see your location in the parking lot, as you walk to the front door, through the front door, and into the store as you walk around. This is exactly what your customer sees, and you’ll notice things that have become ordinary to you. Where can you improve your store’s overall look or interior displays? What would make it more appealing to customers? For those of you even more adventurous, record a customer interaction (with their approval). A great shopping experience is not accidental. There are proven elements that drive the experience and create loyalty, return visits and profitability. Based on research* and hundreds of showroom visits, here’s what it takes to create a great shopping experience. *Customers are approached immediately, within one to two minutes of arrival. Sales personnel connect right away and are polite, courteous, articulate (no “ums”) and knowledgeable. If they recognize the customer, they personalize the greeting. The brand experience of the store is immediate and flows with continuity; the first contact, atmosphere, design, displays, fixtures, colors, signs, lighting, product quality, consistency and cleanliness make the customer feel special. The customer feels and sees the brand value. The shopping experience is simple and easy, whether in a billing situation or a retail situation. Don’t waste the customer’s time. Women are your primary shoppers—sales personnel should respect their time, age and situation. Younger shoppers are different from older shoppers. The younger ones will remember an efficient experience because they are more transaction-driven. Your older clientele will remember if they felt cared for and respected during the interaction. Shoppers shop. That seems obvious, but their expectations are high. Nearly all shoppers shop competitively, by price-checking on the Internet, talking to a friend or by asking a professional. Address the customer’s preparation. Be aware of pricing. Think about how a sale is handled on the Internet—by easily and quickly showing companion products. Handle the in-store experience with the same savvy. Customers like to know they are getting a fair value for quality products and services from experts in the field. The more involved the product, the more crucial it is to have in-depth product knowledge, personal service and follow-up. Staff training on products and the sales process, both in-store and after the sale, create loyal, long-term customers. Unlike the purchase of other goods, the purchase of just one home health product usually indicates there will be a future purchase because the first purchase was need-driven. Treat every customer as a long-term customer with value. They should not leave the store without an invitation to come back, whether in the form of a coupon, event, promotion, etc. How you resolve a customer’s problem can make the most difference in a great shopping experience. Timing is crucial in the resolution; be quick, thoughtful, courteous and considerate. If there is a billing issue, listen, identify the situation, apologize and resolve. For retail problems, the sales person should stay with the customer throughout resolution. Offer an apology and then a full return, upgrade or credit/exchange for another purchase. Implicit for problem resolution is that the store’s billing, return, delivery and credit policies are clearly posted on the store wall, statements, sales receipts and website. Your website should be the window to your in-store shopping experience. The site can be the first stop made by prospective customers, vendors, referral sources, investors, bankers, competitors, etc. The shopping experience should be seamless between the site and your store, demonstrating your brand and points one through six above. The site is one of your most important sales channels. Today’s highly competitive market requires a great shopping experience. Make yours one that is meaningful and memorable to turn customers into repeat customers. *Reference: “Getting to Wow: Consumers Describe What Makes a Great Shopping Experience” (http://knowledge.wharton.upenn.edu/article.cfm?articleid=2275).
