Capgemini’s Digital Transformation Institute report “Making the Digital Connection: Why Retail Stores Need a Reboot” consulted 6,000 consumers and 500 retail executives from nine countries. The conclusion:
Customers are simply not getting what they expect from an in-store experience.”
Not only did 40% of respondents describe going shopping as “a chore”, amazingly, over one third would prefer to figure-6-2-systems-for-listening-to-customers stay at home and wash the dishes!
What a sorry state of affairs.
Among the myriad reasons to visit this year’s Museums + Heritage Show (18 + 19 May 2016 – Olympia West, London), there are over 50 FREE talks on “hot-button topics” – and I’m giving one of them!
Loos, ladies and gentlemen – the one facility we all have to use, several times a day, and of course that includes whilst we are out and about. So no wonder then, that public loos – especially those in civilised places such as shops, restaurants, visitor attractions and so on – are uniformly attractive, often cleverly designed (i.e. on-brand), and ALWAYS scrupulously clean.
(No wait…I must be thinking of a dream I had last night. Another hazard of being a Customer Experience specialist is to dream of signage, litter bins and…er loos.)
During my tenure as Head of Retail for the Royal Collection, I was fortunate enough to spend quality time with the late Deborah, Duchess of Devonshire, who, with her husband, Andrew, the 11th Duke, set the standard for historic houses open to the public.
The youngest of the legendary Mitford sisters, “Debo”, as she was known, was a visionary with an eye for detail, a passion for quality and the most wonderful sense of humour. “To me, the most fascinating part of retailing,” she once said, “is seeing what people want, and to be able to up the taste a bit, instead of dumbing it down.” She also said that Beatrix Potter’s “The Tale of Ginger & Pickles”, concerning the failure of a dog and a cat to run a village shop on unlimited credit, was “The best book on retailing ever written.”
This year, Christmas at Chatsworth (“with Mr Toad”) owes much to Debo’s philosophy.
This month’s Customer Experience Expert newsletter is inspired (if that is the right word) by the Labour Party leadership contest. We’ve seen a number of fascinating elections in recent months, and this one is no exception. But what, if anything, does this leadership election teach us about the nature of leadership?
As usual, the newsletter aims to provide a combination of useful or thought-provoking material, plus some light relief, presented as a quick read.
My philosophy on how to sell more of something is simple: you have to explain what it is, you have to make it look desirable, and you have to ensure that it creates an appropriate impact on your Customer.
One of my hobbyhorses is that most visitor attractions fail to maximise sales of guidebooks because they don’t follow this simple approach.
The key principle is to get the timing right. Whenever I’ve been involved in designing shops, cafes or visitor centres I’ve ensured that signature products have pride of place, in a prime location with point of sale that is written from the Customer’s point of view.