Why You Should Invest In Your Customer Experience
When you own a retail store, whether it be a jewellery store or a homeware store, it goes without saying that you will have a number of outgoings every month that are essential to you staying open. Of course, brick and mortar stores tend to have more expenses than online stores and this can lead to them reducing the costs that they consider to be ‘non-essential’ such as marketing and advertising, for example.
Unfortunately, one expense that is frequently cut back on by retail stores is mystery shopping and store owners will choose not to invest in their customer experience in order to reduce their overheads. Whilst you may be saving money in the short run, retail mystery shopping is incredibly cost-effective and an undoubtedly worthwhile expense. If you’re unsure as to why you should be investing in your customer experience in-store, keep reading today.
Prevent customers from turning to online stores
One of the main reasons why so many people still visit brick and mortar stores when they can easily get everything they need online is for the experience. Whether this is the personal shopping service at a clothing store or the freebies at a confectionary store, the experience they have in-store is what prevents them from ordering online from the comfort of their own home.
When you spend time improving your customer experience, you can ensure that customers are encouraged to return to your store time and time again, rather than turning to an online competitor. Of course, getting customers through the door is always key to your success.
Ensure that you remain relevant and robust
The future of the UK high-street is more uncertain than ever before and in order to make sure that you remain relevant and robust in these times of uncertainty you must deliver exceptional customer service. Providing consistent customer experience throughout the entire customer journey and exceeding your customers’ expectations can be vital in this regard.
Working with a mystery shopping company will help you to understand exactly what a positive customer experience is and what your customers are looking for in this regard, rather than what you think they are. You can then ensure that you’re continually delivering and not disappointing.
Instil brand loyalty and improve customer relationships
In this day and age, when customers have a number of different stores to choose from, brand loyalty is so important. By delivering an experience that impresses your customers, you will make them want to return to your store in the future and when they do, if you impress them again, they will likely turn into loyal customers.
Every positive experience that you provide will strengthen customers’ relationships with your brand and the stronger these relationships are, the less likely you are to lose your customers to your competitors. There is no denying that loyal customers are a valuable asset to have.
Benefit from word-of-mouth marketing
Often, positive customer experience and word-of-mouth marketing go hand-in-hand, and simply put, if someone has a positive experience in your store, they’re likely to tell someone else about it. Word-of-mouth marketing is incredibly powerful, so by investing time and money into your customer experience, you may even be able to cut back on other marketing expenses.
It is important to remember that this works both ways though and people are even more likely to tell others about bad experiences. By making sure that your customer experience is exemplary, you won’t have to worry about your reputation being tarnished by people sharing bad experiences.
Finding a mystery shopper agency
Whether you own an independent store or a chain of stores across the UK, there is no denying that it is always important to set aside enough money to invest in your customer experience. Whilst mystery shopping may seem like an unnecessary expense, it is fair to say that these services really are invaluable. Working with a retail mystery shopper can make a huge difference to the success of your brick and mortar store, so it shouldn’t be overlooked.
When searching for a mystery shopper agency, be sure to visit the Proinsight website. We have worked alongside a number of well-known brands, such as Ernest Jones and Carpetright, to help them improve their customer experience. We offer a comprehensive range of mystery shopping services and we will gladly take the time to discuss them, along with their individual benefits, with you in more detail today. So, please don’t hesitate to contact us.