Tag Archive for: retail industry

Window Shoppers: Turn them into Customers [Part 2]

One of the previous articles published concluded that it is possible to turn window shoppers into customers. It didn’t go into the how’s or the why’s, but it did explain the who’s. Window shoppers have a variety of reasons why they are not ready – or willing – to purchase. Determining their openness to a sales pitch – or indeed, further conversation – is the primary step to establishing whether or not they can be turned into potential customers. Once that has been determined, the question is then: how?

How to convert a window shopper into a customer

In essence, any person who walks into a store is a potential customer. It is the purpose of the customer service representative to close the deal.

This begins and ends with one term: connect.

Connect

Connect is the first stage in any customer journey. It involves greeting customers, engaging them, and building a rapport with them from the moment that they walk into the store. It is sales staff’s job to connect with potential customers. This is true for every type of customer that walks into a store, be they a regular, an unpleasable customer, or a window shopper.

As we have discovered, most people are willing to wait up to 2 minutes before they are offered assistance. Essentially, that means staff has 2 minutes to establish a conversation with customers the moment they walk in.

How to Connect

One of the first things that staff needs to learn is how to not give a prospective customer the option of shutting down the conversation straight away. This mainly means not asking the ‘Can I help you?’ question. Why? Because this is a closed question, all the window shopper has to do is say ‘No’ and that’s it. Not the best way to start a conversation.

Instead, train staff to ask open questions that enable the shopper to answer in more detail:

  • “Hi there, have you been here before?” leads to “Let me show you around!” or “Welcome back, let me show you our new arrivals!”
  • “Welcome to [insert store name here], how are you?” opens the conversation to further small talk.
  • “Hi, I noticed you looking at [insert products here]…” this sort of conversation starter allows for staff to talk about product benefits and features, opening the conversation even further and hopefully sparking interest in the window shopper.

Developing these types of conversational tactics will also impact the sales pitch. Pitching becomes easier when staff has established a conversation with a customer. Things can go wrong at any stage in a conversation, however, and it’s important for staff to realize how to make their pitches. If the conversation has been about purple socks, for example, it makes little sense to suddenly start talking about the specials on tennis rackets. Common sense rules supreme: it’s vital to adjust the sales script to the customer.

Another thing that shouldn’t be forgotten is your unique selling point (USP). Giving customers, window shoppers or otherwise, a reason why they should make their purchase with your business and not the competition is the best way to convert them. It’s not always easy to put your USP into words, but it’s important to do so.

So, what makes window shoppers different from other conversions?

Nothing. The big secret to converting window shoppers into customers is to treat them like any other customer that walks in. All the tricks of the trade that staff learn when talking with customers, closing deals with regulars, can and should be applied to window shoppers – after all, you won’t know if they’ll become customers unless you try it out, and at the end of the day, isn’t that they point?

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[Intern Insight] Imagining the Future: My Future Shopping Experience

We have come to an end. This is the final article in this series and I’ve been struggling to find a fitting finale for it. We have covered topics ranging from customer service, customization, psychology to retail sustainability and global influence. All relevant sides to this major economic engine. I have conducted relevant research and read a lot of expert opinions. I think the only thing left to say is how I picture my future shopping experience.

What makes me so special?

Simply? The future shopper generation is my generation: The Millennials (Synchrony Financial, 2017). These shoppers will be technology-oriented. I am a futurist, hence the title. These shoppers will make purchases mostly online, but they will visit brick-and-stones store to benefit from merged service experiences! I’m partial to bookshop-cafés for example. Further, Millennial shoppers will opt for augmented reality to enhance their experience (ibid); I limit myself to trying out new hairstyles on mobile apps…

What I am trying to say is that I am a tiny drop in a massive storm that is about to come down on the retail industry. Together with my fellow “drops”, I have the power to shape the future and this is how I picture my future shopping experience:

First, I would like to bring to your attention the Law of Technological Adoption. As Taylor Romero said in his TED Talk “Everything invented before you were born: it’s just how it’s always been. Everything invented before you were 30: it’s innovation. Everything invented after you are 30: it’s impossible.” (Taylor Romero, 2016).

Let’s take a product that I like: books. You cannot go wrong with books. Nowadays, books come in many formats; hardcover, softcover, eBooks, audio books. When I was a kid, those formats were more limited. So, softcover and hardcover, it’s just how it’s always been. Ebooks? Innovation. I can take an entire library with me in just one tiny device, everywhere, every day. Currently, I’m still in my ‘innovation’ window of opportunity. What I really want, what I imagine many an avid reader wants, is total immersion in the world of stories.

I would love to walk into a bookshop and be welcomed by the smell of chocolate, hot pastry, and fresh paper. When I walk into a specific section, I want the authors to talk to me, let them be the advertisers.

Imagine a holographic Shakespeare popping up in the Classics section to tell you more about Hamlet, or King Lear, or Romeo and Juliet. This technology is not as science fiction as you might think. With the help of digital holographic projectors and optical screens that reflect the light of projected holographic 3-D images to a target observation area, digital 3-D signage and holographic in-car dashboard display is just around the door (Phys, 2016). Why shouldn’t it be adopted in the retail industry?

How wonderful would it be, if I would walk into the Fantasy aisle and an entire panorama of the Lord of the Rings’ Middle Earth would appear with Aragorn’s holographic self to escort me to the cashier. Talk about personalization!

If I had doubts about my choice of literature and immersion, then the augmented reality technology from my phone would help me understand what each book is about. In any of these situations, I would get my information instantly and accurately, no “buffering” for me, no sir! Because I have no patience. My gratification needs to be instant.

For a long time, I thought that this imagined experience was just wishful thinking, a daydream, but technology has this miraculous quality of transforming the abstract into almost tangible interactions.

Technology is the avatar of what we dream and cannot express.

It makes self-interaction possible without selfishness. The retail industry of the future can help me understand myself better: letting me explore the reasons why I like certain products or services, the reason why I chose them, or why I am not trying out new ones. Most importantly, the accessibility of the retail industry would be so easy; I would not be held back by the inertia of buying simply because it’s comfortable. Everything will be comfortable. What is left to say other than the fact that I am looking forward to the future. And William Shakespeare speaking to me from the aisles. And being guided to a cashier by a favourite character. Thank you for imagining the future with me.

This post is brought to you by one of AQ’s Undergraduates, Laura Susnea. As part of our internship programs, undergraduates and classic interns are encouraged to take part in company culture. Laura’s primary project focusses on training programs and eLearning and how best to adapt this to industries under pressure.

This is the final entry for the Imagining the Future series. The entire collection can be read here.

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Window Shoppers: Turn them into Customers [Part 1]

Sales Staff: Hi! Welcome to Sample Store! Were you looking for anything in particular?
Window Shoppers: I’m just browsing. Thanks.

Many customer service representatives are familiar with this exchange. Many people come into stores just to have a quick look around. These window shoppers have a variety of reasons why they might only be browsing. Most of the time, sales staff will leave these people alone, preferring to service people who are actually interested in making a purchase; window shoppers are just a waste of time. Or are they?

What are window shoppers & why do they do it?

Window shoppers are people who browse a shop’s products and services without the intent to make a purchase. Their reasons vary, of course, but when narrowed down it can usually be assumed that it’s one of the following:

1. Wishlisting

Wishlisting involves people browsing products that they don’t actually need/want right at this moment, but they are looking at something they might buy in the future. Call it a daydream. It can also mean that the shopper can’t afford the products in-store at the moment, but is hoping to be able to afford them at some point in their life. These people are looking for inspiration, and are easy to talk to. They’re not ready to purchase now, but that doesn’t mean they should be ignored – there’s a potential future sale here, and the pitching should start now.

2. Comparing

A shopper might be checking on the quality or price of products and services to get themselves the best offer available. They’re looking for answers: why should they purchase your product/service over the competitions’? These are the window shoppers really worth talking to: connecting with these people will allow businesses to beat the competition.

3. Waiting

Perhaps the shopper is filling the time before another engagement – picking up their kids from karate practice, or before a dentist appointment. They could be waiting to meet someone, using your store a landmark; they could simply be waiting for a taxi or Uber. The fact is, they’re waiting, and it’s not for you or your sales pitches.

How to tell what type of window shopper you’ve got on your hands…

Window shoppers are easy to dismiss – after all, they’ve inferred that they would rather be left alone, and certainly some of them should be. The trick is to learn to differentiate between a definitive ‘I’m just browsing’ and an open-to-conversation ‘I’m just browsing’.

A lot of this will come from experience – customer service representatives who have been in the game a long time will be able to spot the different window shoppers from a mile away – but for the most part it’s all about paying attention.

We can learn a lot about a person’s openness to sales talk just by actively listening to what they’re saying, and how they’re saying it. Pay attention to the way a window shopper responds to the initial ice-breaker. Do they meet your eyes, do they smile? Is their body language open or closed? Closed would imply that they turn away from you, giving you the distinct impression that they want to be left alone and the conversation is over. Someone who is open to continuing the conversation is more likely to turn towards the sales representative, this should act as an invitation to continue the conversation.

Aside from body language, it’s important to watch window shoppers as they browse your wares. Are they checking for certain elements in particular? Colours, pricing, quality? Depending on the situation, you could attempt to approach them again once you’ve determined that they’re looking at particular things. (Note how I said ‘at particular things’ not ‘for particular things’, remember, they may not be ready to make a purchase just yet.)

Is it possible to convert a window shopper into a customer?

In short? Yes. Every person who walks into a store can be turned into a customer. That’s the purpose of having sales staff in play to start with. Even a window shopper who doesn’t express immediate interest in making a purchase can become a customer.

In Part 2 of this article, we’ll explore the how.

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Please the Unpleasable Customer: Can it be done?

There’s just no pleasing some people. This is a fact of life, and it’s certainly a customer service fact. One of the types of customer that every customer service representative has to deal with is the unpleasable customer. The stereotypical name says it all: ‘unpleasable customer’. The question is: are they truly unpleasable? Or is there a way to please the unpleasable customer?

What defines an Unpleasable Customer?

First, it’s important to understand the unpleasable customer. In a previous article I called them the ‘eternal complainers…who are simply impossible to please.’ It does not matter how far a customer service representative is willing to go, this person will never be happy with the product or the level of service. Essentially, they are the product of their own temperament and there is little to be done to improve it. However, it’s important to note here that an unpleasable customer is not necessarily an unpleasant person.

I had a customer once, in a cafe, who ordered a regular latte and a slice of walnut-carrot cake. Everything was brought to her table in the standard condition – that is to say, with the best service that we provided for all our other customers. The customer touched her coffee and summoned me back; it wasn’t warm enough. I made her another. This one was too hot, she asked for cold milk on the side. I brought this to her, with apologies and an explanation – our coffee machine was analogue and did not deliver the precise temperatures (that machine was one of the reasons why people kept coming back, it added romance to the place). She told me that if that was the case we should buy a new coffee machine. I told her I would suggest it. I didn’t tell her that she was the only one who had complained. By this time the cake was cold. It needed reheating. Then the walnuts were too hard, and didn’t we know how to properly prepare nuts before we baked them into cake?

You get the picture. You probably read that in such a tone that painted the woman’s voice in a judgemental and harsh manner. She wasn’t. Nothing we did that day could make her happy, but she was never unkind about it. She could have been nicer, but she was never cruel or mean.

Everything she asked for fell within her expectations.

That is the crux of the matter: customer expectations. Unpleasable customers have impossible expectations. They are customers that ask for above and beyond because that’s what they want. They’re not necessarily doing it to make life difficult – although, that might be the case in some instances.

Can we please the Unpleasable Customer?

The point of customer service, is that it doesn’t matter what the customer asks for or acts like: every customer should be serviced. It goes against the grain of customer service to say that some customers are just unserviceable; a good customer service representative should know how to make every person who walks into their store walk out feeling valued, validated, and more loyal than before. The idea that you cannot please the unpleasable customer goes against customer service doctrine! It just doesn’t seem possible.

The easiest thing to do would be to give up, of course; so much energy is required to get any satisfaction out of helping someone who won’t be helped. It’s like pulling teeth. Surrender doesn’t help in the long run. Ignoring, or mistreating an unpleasable customer will lead to intense negative feedback and advocacy – perhaps far more so than with simply an unhappy customer.

The bottom line is: no, we cannot please the unpleasable customer.

We can, however, make sure that they are treated correctly, if only to avoid the deeper impact of negative advocacy.

How do we Please the Unpleasable Customer?

If servicing an unpleasable customer is all about managing their expectations – however outlandish those might seem – then it goes without saying that the only way to please them is to do the utmost best you can. Unpleasable customers often require extra attention – sometimes even exclusive attention. They might even be better served by a manager or supervisor, depending on how difficult they are being.

To answer the question then: We please the unpleasable customer by being extra courteous, doing our best, offering our best, and by being exceptionally patient.

Don’t think of them as an obstacle. Think of them as a challenge. Difficult as they may be, the unpleasable customer can still become a loyal one.

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[Intern Insights] Digitolution: How digitalisation changes the global retail supply chain

A supply chain covers all businesses and individual contributors that are involved in creating a product, ranging from suppliers of raw materials to the end-customer.

Technological innovations can be used to upgrade traditional supply chains to smarter, more connected and highly efficient digital supply chains. This is not an easy process, as supply chains are very complex systems embedded in an even more complex global economy. Contributors often are internationally located, which involves dealing with different politics, trade and traffic laws, and quality control regulations.

I like to imagine it like the Butterfly Effect: a small wing flutter, a slight change of a process or regulation, might affect another stage in the chain.

Today, a supply chain is often a series of isolated steps taken through different stages of logistics such as manufacturing, warehousing, and transportation.

In a digital supply chain, those stages will be seamlessly connected and fully transparent to all individual contributors involved. A completely digital chain does not exist yet, but to keep up with demands and technology, and to profit from the financial benefits, many companies within different industries now started digitising their supply chains.

Whilst industries such as electronics are already further in the process of digitalising their chains, asset-intensive companies or consumer-facing companies, such as retail and fast-moving consumer goods, stayed behind [PWC, 2016].

How is the general supply chain going to change?

A digital chain becomes more transparent, which contributes to a better understanding of what every link in the chain is doing. Amongst others, this leads to:

  • Improved collaboration: Real-time insights in the needs and challenges of others will be possible.
  • Fast communication: Information that used to be delayed, as it had to move through each step and reach all stakeholders will be available to all simultaneously.
  • Demand driven supply chain: Planning will be fast and flexible and away from just forecasting, instead of being demand driven.

The transformation to optimise supply chains becoming more reliable and responsive is driven by new technologies such as track-and-trace technologies, big data, cloud computing or the Internet of Things, but it’s not technology alone. People’s behaviour changed, they became multichannel consumers, more demanding, wanting the product delivered instantly and conveniently.

[PWC, 2016].

What do the changes in people’s behaviour and expectations mean for the retail supply chain?

Today, people purchase digitally. Online shopping is booming, even categories that relied on an in-person shopping experience moved online. In 2016, nearly two-thirds of consumers shopped online at least once a week, an increase of 41% from 2014.

People shop using multiple channels, be it in-store purchases, mobile, tablet or laptop, consistency, high quality and excellent service is expected, of course to the lowest costs (The Future of Retail Supply Chains, McKinsey, 2016).

Comparing competitors’ prices online or ‘showrooming’ – browsing in stores but buying from a cheap competitor online – give the consumer more power. Customers define more and more how companies have to structure their supply chains.

The shift to multichannel, the customer’s expectations such as same-day deliveries or returning online ordered goods free of charge – using any channel – lead to blurring the boundaries of channels. For example, goods ordered online but not liked can be returned back in-store.

This requires adaptation, to give a simple example:

Instant deliveries require a high stock of inventory in strategically positioned distribution centres. One centre might is enough to secure delivery within 2 or 3 days, same-day shipping requires more distribution centres. A piece of clothing that was ordered online gets returned in-store, means that the store now must stock an item that might is not sold usually or bring up time and costs of returning it to the distribution centre.

What does an optimised retail supply chain look like?

In the example above, technology that allows seeing inventory levels across the store network can help managing inventory levels across the store using various channels. A returned item that the store normally does not manage, can be delivered straight away to the next online order that comes in, saving time and operation costs to return that item to a distribution centre whilst cutting time on the delivery side. With technology, information about products that are stored anywhere, be it a store, a warehouse, can be made available to customers instantly.

But it can go further than just inventory management.

Imagine that drones could be used to deliver goods faster, a move Amazon is looking into. Or imagine virtual reality, used to shop online, letting customers enter a virtual store with products they actually can engage with whilst just sitting on their sofa in the living room. A whole new level of customer experience! – and a way to collect more data about the customer than was possible before. Every move, every product just looked at could be tracked.

Retailers that want to stay competitive need to find a right balance between quick wins and long-term strategic vision. The supply chain needs to become more customer-focussed, agile to fast respond to the changing needs of the consumers and cost-effective. Big data helps better predicting demand, even though combining internally available data with external, less transparent data as well as correctly interpreting the data will be challenging [KPMG, 2016].

What will change is the way the supply chain is looked at, seen as a cost driver – factors such as total cost of ownership, spend analysis and so on are very well understood – however, with technology, that brings an understanding of how customers’ behave, the supply chain will become a sales driver.

This post is brought to live by AQ’s Undergraduate Alexa V.
As part of our internship programs, undergraduates and classic interns are encouraged to take part in company culture. Alexa’s primary focus is in digital marketing.

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