Research recently undertaken by UK industry magazine, Marketing Week, reports that a third of UK customers are disappointed by the in-store shopping experience. With shopping online becoming more popular with consumers and the tough competition from other shops in post-recession Britain, high street stores need to work harder than ever to get people into their stores and at giving them a good shopping experience.
POS marketing experts have warned that brands need to be wary of putting their entire marketing budget into external advertising and online promotions as this can lead to a false image of the company being portrayed. Once customers get inside stores they are often disappointed with the products and shopping experience. There is a lot that can be done to improve customer experiences in store, such as better managing the flow of customers through a store to minimise crowds, ensuring there are no long queues, improving customer service, introducing more engaging and useful point of sale display stands, etc.
There are other ways too, such as embracing new technology that is available to give customers a new experience that they cannot have online. Apps, social media, mobile phones and augmented reality are being trialled by the most forward-thinking brands, but can be used across many industries to make the choosing and purchasing process more streamlined and fun.
Get in touch with the retail marketing experts at SPS to find out how you can give your customers a better in-store experience.