Customer Experience

April 2013

The idea of the customer experience is an ever-evolving creature. It flows in a direction that is constantly changing, and if we aren’t aware of where that is heading, we can rest assured we’ll be left behind.

The Evolution

In the not-so-distant past lies a time when retailers were the ones who held the control (for the most part) in the buying process. Retailers could regulate the content available to consumers by deciding what advertisements were going out, what merchandise would be available and at what prices. Word of mouth found the best places to shop and a simple handshake could seal the deal.

With the availability of technology increasing, the amount of information now accessible to the consumer has skyrocketed at an astronomical rate—and as we all know, knowledge is power.

The reins of available content regulation have been taken by consumers in the form of search-savvy shoppers who no longer rely on printed media for their information fix. They look to their PCs, laptops, tablets and smartphones to find the best deals and for stores that best suit their changing (based on what Pins they saw this week) stylistic wants and needs. The framework that they use in their shopping experience is now multi-channel. Store websites, social media (Facebook, Twitter, Pinterest, etc.), online reviews and the traditional brick and mortar store are what fuel today’s consumers in their journey to purchase.

The Response

Pedigo Furniture has been around since 1953 and has built itself on a commitment to great quality at a fair price and service. Our customers who have traded with us for 60 years know that we stand by our knowledgeable sales staff to be courteous, kind and helpful in finding just what the customer needs or wants. Our service department goes the extra mile after the purchase is made to make sure the customer is satisfied with how their merchandise is performing—often at no cost to the customer.

The past few years have been interesting for our store to say the least! With the inundation of web shopping and social media, we’ve had to tailor our traditional customer experience to incorporate the demand of the digital age. As a member of social media (SM) since 2010, we want to make sure our customers can connect with us even when our physical doors are closed for business. Our customers are going to use SM for their personal use, de facto. In response, we use it as a way to engage our customers who can’t make it to our physical store, those who want to know about current promotions or those who just want to vent and be heard! With accessibility to SM virtually unlimited, the ability to connect to our customers on a personal, digital level has expanded from an 8 to 6, six days a week window, to a 24/7 opportunity. Now, some geographical areas may use one SM platform more than others. For instance, Facebook and YouTube are our primary SM outlets as opposed to Google+ and LinkedIn. Though we have content on Twitter and Pinterest, those are not our primary sources of connection to our consumers. Each demographic will be different of course.

At the end of this past year we implemented eCommerce into our customer experience. No longer do our customers have to come into our store to make their purchase. Although we encourage consumers to visit our brick and mortar store, we want them to be able to buy however they choose—even if that means at home in their skivvies!! A recent study by FurnitureDealer.net/e-Intent found that 81 percent of consumers say they will not shop on a furniture website that does not include pricing information. We want to make sure we offer an outlet to those people who want their customer experience to look like this instead of a traditional physical store purchase. Now, our doors are never closed to our customers.

For You

As retailers, we are responsible to be ready in those avenues our consumers are looking for us. The buying experience we offer will often be what our customers remember us by—be that great or awful!  From start to finish, we must make sure we’re there for our customers from before the time they set foot in the store until after they have their new merchandise at home. It’s up to us as retailers to find where the experience our store offers fits into the customer’s personal life story of buying.

April 2013

“Hey! There’s a Rat in my Mattress!”

Customer: Hello, um, yes I have an issue with a mattress
I purchased from your store about six months ago.

Customer Service: I’m very sorry to hear that, ma’am.
I’d be happy to help you. What exactly is the problem?

Customer: Well, the mattress is squeaking and something has been poking me in the back while I sleep. It is very uncomfortable and noisy.

Customer Service: Perhaps it is a bad spring that is causing the issue?

Customer: I don’t think so, no. I saw something on the
news recently where rats were living inside of mattresses. That has to be the problem. It would explain the squeaking and the poking in my back. I believe I have a rat living in my mattress, I am certain.

Customer Service:[Pause] Ma’am, I don’t think that…

Customer: …And, let me also tell you, I checked for holes to see where the rat may have gotten into the mattress, I couldn’t find any. It must have come from the factory that way. I remember seeing the same thing on TV and they could not find where the rat chewed through, they built
it with the rat inside!

Customer Service: [speechless]

Customer: I think that rat was put in there on purpose!

Customer Service: We will have someone come out to
take care of this issue right away.

Delivery Driver arrives at the woman’s home

Customer:Great! You’re here. Now lay down on this mattress and you’ll feel that rat poking at you.

Delivery Driver: [after lying on the mattress for a few moments] I’m sorry, but I don’t seem to feel anything poking me at all. It seems perfectly fine and comfortable to me.

Customer: Well, then the rat must be asleep is all.

Delivery Driver: [pondering the situation] Ma’am, If I may, how do you suppose the rat has survived inside your mattress for six months without food?

Customer: Well obviously, the factory put food in there
for the rat to live on.

Delivery Driver: [trying to maintain composure] From what I can see, everything looks fine. But if the rat wakes up, please be sure to give us a call.

Customer: So, how long before that rat chews its way out and starts to eat me?

Deliver Driver: Ma’am, with all the cats you have in this house, I think you’ll be safe from a rat attack.

Note: There have been no more rat calls from this customer. Either the cats won or the rat did….

—Marty Cramer, Cramer’s Home Furnishings 

A Feline Fugitive 

One hour after our driver delivered a new mattress set and picked up the old one for disposal at the dump, the customer called our Customer Care Center in a panic. They claimed that their cat was missing.

We wondered what this had to do with us, but the customer told of how their cat had a penchant for crawling through a hole in the old box spring to hide.

We called our driver to ask if he would pull over and inspect the old box spring. Sure enough, the cat was found curled up inside the old box spring. It was freezing in the back of the truck (we’re located in Canada), so they moved the cat to the cab to keep her warm and returned the feline to a very surprised and grateful customer.

—Andrew Tepperman, Tepperman’s  

Beware of Flying Chairs

A young couple purchased four pricey dining chairs ($900+ each) and wanted to look at them prior to having them delivered. They came into the store and were very satisfied with what they saw. The husband decided they would all fit in the back of his pickup truck (no tie downs) and thus would eliminate a delivery charge. They got about two miles down the road and a gust of wind picked up throwing two of the chairs to the side of the road… they were not repairable. The next morning the husband came into the store with his tail between his legs as I guess his wife was not too happy, to say the least. He ordered two replacement chairs and Valerie gave him a substantial discount considering the situation.

—Andree Dempsey, Valerie’s Furniture & Accents 

April 2013

In previous articles, I’ve discussed the rapid expansion of mobile technology and what questions to ask in devising a mobile advertising strategy. A key takeaway is that customers with smart phones are “on the go” and looking to buy quickly.

The Search Agency found that 1 in 4 paid clicks in the United States in Q4 2012 came from smartphones and tablets (mobile devices). Our data shows on average that mobile cost per click can be half the costs for searches conducted from personal computers. Best of all, mobile ads can get up to twice the click-through rate.

Knowing this, your mobile marketing messages should point to a new, fully mobile-optimized website (not your standard site) that targets this customer.

These five steps will guide you toward maximizing return on your mobile marketing investment.

1. Create an optimized mobile website

Your mobile website should contain these essential elements:

• Home page design, displaying your business name and logo
• Phone number in bold, with a “click to call” button
• Full address with link to a map
• Button to pull up turn-by-turn directions for GPS function
• Brand and available inventory listings, or at least top manufacturers and products.
• Current specials. After the home page, this is the second most visited page. Don’t ever let it sit idle; always offer a coupon, special offer, etc.
• Social media integration, so customers can see your Facebook, Twitter, Pinterest, etc. channels right on their device
• Reviews integration, so customers can click to sites where they can read a review or post one

View your mobile site through your iPhone or Android phone and make sure it’s easy for customers to navigate.

Develop your mobile marketing strategy

Where do you want mobile customers to land when they click on an ad? Create unique “landing” pages for your brands and each of your core product categories. If someone clicks on your mobile ad featuring Frigidaire refrigerators, be sure it goes to a mobile-optimized page for this product and not your home page.

Build a specific, strategic “campaign within a campaign” around local mobile customers. First, look at your current digital marketing assets. What are your best converting themes and keywords for customers searching for you on their personal computer? Look at your analytics to be sure you have a high “share of voice,” and that your messages appear 60-70% of the time customers conduct a search in your target market. Now think mobile to do the same.

Your goal should be to get a similarly high share of voice on mobile devices as well as personal computers. Since only one mobile ad often appears at the top of a mobile search results page, that’s where you want to be! Work with a trusted marketing partner to research your local market to see how many mobile searches are being conducted for your business, products and services.

2. Employ geographic targeting

You can control how close to your store and at what times of day you want your mobile ads to appear. If you’re tightly controlling geo-targeting in your desktop campaign, keep it the same for mobile. Base this around where you know you sell the most products geographically.

Early data shows that day parting your messaging (only showing ads when your store is open) isn’t yet moving the needle significantly in terms of performance. People conduct more than a dozen searches online over a few days to many weeks before buying. Do you want your ads for “Electrolux appliances” to show up at 3 a.m. and 3 p.m. on a mobile phone? Perhaps, since even though search volume drops off when you close up your store, you still want to capture all available search activity when it occurs.

3. Write effective mobile ads

In creating your mobile ads, consider the following:

• The same analytical approach applies to mobile as desktop. Install and rely on Google Analytics on your mobile and regular website to keep tabs on local market searches and click activity across devices.
• Conduct tests to see where there is a critical mass of volume of searches on mobile, then target the ad copy around that.
• Customize the messaging (we’re nearby, buy today, special sale, etc.) to appeal to mobile customers in close proximity.
• Be purposeful and targeted to the theme you’re going after.
• Less is more in terms of ad copy; stay focused on a central call to action.
• Make the ad copy keyword-centric. Include the keywords you’re bidding on in your ad text.
• Don’t use ALL the available space, be laser-focused so customers “get it” in a glance.
• Much like an aggressive personal computer-targeted campaign, measurement and adjustment of your mobile campaign is crucial. Adjust bids and ads daily according to actions (click to call) to maximize returns. Keep tabs on contact forms/finding attribution points to prove effectiveness and rate of conversion. A qualified vendor can apply proprietary technology to automate proactive changes to your campaign to stay ahead of the competition and drive top results.

4. Create mobile display ads

You may already be running digital banner (display) ads for brand awareness. Resize and simplify new versions for mobile. Use big fonts and 3-5 words. Think simple and clear. Make a distinct central offer or a simple, bold statement or call to action.

More people are using mobile browsers over apps to find local dealers and inventory. The jury is still out on whether ads within specific apps or on mobile browser search results are converting the best. Do both and analyze your results.

Test, test, test

The wonderful thing about digital campaigns is that they provide real-time data. Where are you getting traffic and how is it converting? Adjust your campaigns to reflect this newfound insight.

Test, test, test on both desktop and mobile, but also look at your entire customer experience. If your digital advertising generates 1,000 clicks to your website, and your traditional marketing drives 1,000 new people in your doors, but you’re not closing more sales, examine what your customers are seeing and what needs to be revised, both in your digital marketing and your store sales process.

Brian Dick is Director of Business Development, Home Goods and Services at Netsertive (netsertive.com), a fast-growing online marketing technology firm that drives maximum sales opportunities to national brands and local retailers through the power of Internet advertising. You can reach Brian at: bdick@netsertive.com

April 11, 2013

How do you make customers feel welcomed into your store?

Cherie: My store, from layout to product offering, is a direct reflection of my clients’ style and sensibilities. I take my cue from them and I think that is the reason they feel welcome and at home in my store.

Valerie: The staff always says, “Welcome to Valerie’s, have you ever been in before?”

If they haven’t we explain a little about our specialty. If they have we say welcome back, you’ll find lots of new items. Please feel free to explore, my name is blah blah and I’m here to assist you with any and all of your needs. We also always try to engage them in a personal way: “Ooh I love your shoes, where did you get them?” It’s all about making them feel comfortable and not pressured.

Why is experience important?

Cherie: Experience is everything! It is what my clientele expects from me. It is oh so important that they feel comfortable and reassured that they are in good hands when making such significant and personal purchasing decisions.

Valerie: That’s what brings them back! If they feel comfortable and confident in their experience at the store, they become loyal and tell others about it. We’re a specialty store, so knowledge is very important but customer experience is number one…a fun, inviting atmosphere!

What do you feel is the first touch point with customers?

Cherie: In 2013, I am heading more into the ecommerce world, so when a customer visits my website for the first time I want them to feel the essence of what the Rose Collection is all about; the same as if they are walking into my store. In my niche, first impressions are lasting impressions.

Valerie: Before they even walk in the showroom, it’s the vibe of the parking lot and entrance to the store. Clean and inviting and something fun to make them smile and draw them in. This makes them sense immediately they are entering a unique environment. Of course the initial greeting from the staff, a sincere smile, an enthusiastic welcome.

What separates one company from another? Is it their merchandising, their marketing, or something else? It’s their people. Your people make up your culture, and a company’s culture can make or break a business.

RetailerNOW recently caught up with Jim Knight, former Senior Director of Training at Hard Rock International and speaker at the upcoming HFIC, and asked him a few questions about how to create a company culture that ROCKS!

Photograph by Kelly Canova Photography

RetailerNOW: Why is a company culture important?

Jim: Culture is everything. It’s like oxygen to you and me. In fact, I actually use that specific analogy to identify those companies that have strong organizational cultures; they are like life-breathing oxygen to the body, while those that are weak are like poisonous carbon monoxide. Consumers only want to do business with companies that make them feel good. They want memorable experiences, which are going to be comprised of great service, quality products, fun atmosphere and a fair price per value. Employees only want to stick around with organizations that they trust, admire and respect. Brands that can consistently deliver on these fundamental platforms create a strong culture, which in turn attracts more people—internally and externally. And you definitely know it when you see it in the totality of a company’s business outcomes and eventual lifespan. Believe me, in every way possible… culture matters. Just ask Howard Shultz, Phil Knight or Richard Branson.

RetailerNOW: What are the first steps in revolutionizing a company’s culture?

Jim: Changing a company’s culture is tricky business, especially if you are not the organization’s leader. However, I believe that a single, passionate person with a great idea can start a revolution. My first thought is to decide to become a positive catalyst for change. This may seem like just a singular mindset at first, but cultural movements quickly become infectious. Once you mentally go there, then it’s about adjusting the organizational health, which is 100 percent predicated upon human beings. So, my first tangible approach to adjusting a brand’s culture would be more of an evolution than a revolution; cultural change would happen one new-hire at a time. I would zero in with laser-like focus on the front-end of the employee workforce by making this clear decision: hire only rock stars, not lip-syncers.

Although many things make up an organizational culture, my core definition of a company’s culture is that it is simply a collection of individual behaviors. As one person joins the company, the culture changes. As one person leaves the brand, the culture again changes. The culture is in constant flux, as people come and go. Therefore, you would want to make sure that you hire and retain the absolute best brand ambassadors you can find—people who deserve to be in the band—versus the ones that are simply going through the motions. Surrounding yourself with people that are committed to an inspiring collective mission is one of the greatest ways to positively affect company culture.

RetailerNOW: How is culture reflected in both internal and external relationships?

Jim: Culture is everything. When you get it right, people notice. Customers and potential employees alike covet a brand’s strong culture. Especially during tough economic times, consumers make purchasing decisions based off of value and emotional connection. If a company makes customers feel good during their interaction with the brand and the consumer’s perception is that there is real value in cost of the experience versus the money spent, they will continue to return and influence others to do the same. Employees have the same touch points. Businesses that are financially stable, educational, opportunistic, fun, clean, safe, inspiring and rewarding are healthy environments where people want to work. No doubt, morale is higher and turnover is lower in those brands, where the culture is envied by others. Those companies that create and foster this type of environment are ones that become known as the attractive place to work. If someone ever decides to leave the organization, you get to choose the best talent available versus being at the mercy of a weak talent pool. The relationship that a company has with its employees and customers is going to be predicated upon the strength of the organization’s culture.

Next month join us as our discussion continues and dives into the importance of hiring, motivating and customer service.

 

Jim Knight is a nationally known speaker that helps companies find and attain their “rock star” status. His journey started with the hopes of one day becoming an airline pilot (since that is what an assessment test at the age of 12 told him to do) and led to an array of jobs from selling fish at a gator farm, to cooking pizza and even landscaping. He eventually discovered he loved to perform and went to college on a Music Performance and Education scholarship. Jim graduated with his teaching credentials and became a middle school teacher, assuming he would be there for life. During the same time, he took a nighttime summer job at a Hard Rock Café, as a staff-level restaurant host. As his passion and commitment for the Hard Rock brand grew, he began to take on more responsibilities, eventually landing in the role of leading the brand’s global training and development efforts for all cafes, hotels and casinos. What started out as a summer gig, eventually turned into a 21-year love affair with a single brand.