The Customer Journey - How You Can Improve Sales.

You may already have an eye-catching window display or an organized layout to your store however have you followed every step of a customer journey to ensure that your store optimizes every opportunity? Within the last few years, the retail industry has grown and become noisier than ever. Competition is the aim of the game with many retailers struggling to gain a voice. Combining this with a difficult economy and it becomes even more challenging for retailers to reach out and influence sales.

However, research, planning and implementation are the three key areas of focus while we look at the customer journey throughout your store to ensure your voice is being heard. 

1. The First Impression

As they say, first impressions are everything and this is twice as important for businesses. Your store exterior is the beginning of the customer journey and should capture the attention of all shoppers walking past. Aesthetic is everything at the start of the customer journey. Think about a website’s homepage, for example, this contains all the vital information and directs you to where you want to go. The entrance to your store should be the same with most of your directories, advertisements, lighting and colours focused on this area.

Customers prefer a store where they can see the interior before entering. Large windows or even a permanently open door can entice customers to begin their journey through your store. Do not over clutter windows with displays and instead look at placing free-standing advertisements outside your store. Think about the main things your business offers; an ATM, Lotto, PayPoint, etc. These should be highlighted outside your store for bypassing customers.

2. The Decompression Zone

The ‘decompression zone’ is the first part of your store that a customer walks into and is the first opportunity to encourage them to buy. Often this is a place to place fresh baked goods, fruit or sandwiches as this gives a customer the impression that the rest the produce in your store is equally fresh. Your first task for this part of the journey is to make a list of what your customers may visit your store in need of; as per the example list below;

• Looking for tea/coffee on-the-go
• Looking to withdraw money
• Doing a weekly shop
• Purchasing lotto tickets.

The key is to come up with different scenarios that customers would usually come into your store looking to purchase. The reason for this is to ‘get in the head-space’ of the customer as they journey through your store. Following on from the first task, stand in your doorway with this list in mind and look to see if you can find at least two directories for each action. (For example Lotto Tickets; Can you see the ticket machine, signage for this while standing in your doorway.)

The image above is a good example of a grocery store which is difficult to gain a sense of direction. Labels/advertisements should be in view through the store with some colour to gain attention.

3. A Guiding Path

Expanding on the task earlier your next aim is to walk the path a customer would take to get to each item on the list you created initially. It’s important to be vigilant as you walk this path and look at what things shout out to you. (Is there anything blocking your path to your destination? If so, remove it. Are you looking for an aisle or category in particular? Is there signage to show you where this is?)

Remember that consumers subconsciously turn right when entering a store, so it’s well worth considering this when designing your layout – pointing out the anti-clockwise path you’d like your customers to follow. Although you may want customers to spend as long as possible in your store, the customer may not. It’s important to continue to make shopping as efficient and fast as possible for a customer. This will mean that customers return more often out of convenience.

4. Reaching A Destination

By following your path you should now stand where the product/service is located. If the item is on a shelf, check to see if it’s labelled and easily reachable. Your next step is to think of a list of three or four common/complimentary goods. A complementary good is something that goes with something else. (For example coffee goes with baked goods, soft drinks go with crisps.) Placing complementary goods next to each other is known to increase sales. Keep this in mind when laying out your store. 

Offering deals on complementary goods can increase sales and bring traffic in-store. A common sale tactic is a reduced price when you buy both a coffee and a pastry. This should also be advertised in the ‘decompression zone’ to gain attention.

5. Proceeding To Purchase Point

This is a vital part of the customer journey as many retailers experience customers having second thoughts before purchasing and abandoning their carts. It’s important that you make this part of the journey easy and carefree. Ensure that payment is taken smoothly and wait times are reduced to a minimum.

You should fill the P.O.S. (Point Of Sale) with many smaller items that a customer might pick up on a whim. Lighters, pens, confectionery and special offer deals displayed here for customers to pick up while they wait. If you have space, consider purchasing customer queue merchandising holders. This means while customers wait in-line they have a range of special offer products to look through. Example in the photo below:

6. Post-Purchase: Leave With A Smile

The customer journey doesn’t just end when they purchase with you. Customers’ expectations have changed as rapidly as the technology they’re using to browse and buy today. It’s no longer just a case of selling them an item – it’s about providing an experience. And it’s the customer service that sets brands apart. 

Many retailers incorporate a feedback system at their exits to hear what their customers are saying. Not only does it show that you care but you might also gain valuable knowledge about your customers and target market.

Things To Remember:

• Customer Comfort: Always consider the comfort levels of a customer in your store. Is it warm enough? Do you play appropriate music? Is there enough space to shop? These will affect if customers return to shop with you.
• Social Media: This can be an important part of the customer journey as your social media presence can influence customers to shop with you. Try googling your store to see Google Reviews and look at improving your rating by providing excellent customer service both in person and online.
• Payment Method: Keep up-to-date with the latest payment methods to guarantee a great customer experience right until the end. Don’t be afraid to advertise these methods at your door to entice customers.