O P P O R T U N I T I E S T O I MP R O V E Y O U R C U S T O M

E R ’ S E X P E R I E N C E

A R E E V E R Y WH E R E I F Y O U P A Y A T T E N T I O N

WAKE UP R

ETAILE

RS!

CREATE A MULTI

-SENSORY

CUSTOMER EX

PERIENCE

ASSIGNMENT #2 – OBSERVATION LABBackground 1. Data collected from 6 site visits to retail establishments

(went to Home Depot, Nail Salon, Micro Center, GNC, Michael’s, Art Stone Dance Wear)

2. Using Observation Lab form, compared data to assess observation themes and/or any new insights

3. Based on outcomes of #2, identify insights and NEW opportunities.

4. Prepared this presentation to communicate those insights and opportunities.

KEY OBSERVATIONS All retailers had very basic interiors – “50 shades of

Gray” sums it up. Self service was the norm vs. “serving the customer” Lighting was functional and offered no aesthetic

value All had background music, yet it seemed

inappropriate for each environment Temperature was moderate – a non-issue in all retail

locations Pricing structures did not appear relevant to

merchandise locations

KEY OBSERVATIONS Smell was only an issue in the Nail Salon Ceilings were from 10’ to 30’ - higher ceiling

diminished sense of being valued as a customer Chaotic noisy environments (crying children, loud

music) increased desire to leave store Personal preferences impacted length of stay in

each store – extroverts who thrive in more chaotic, crowded places would stay longer than introverts who could feel over-stimulated

Inaccessible merchandise impacted desire not to purchase

KEY INSIGHTSRetailers did NOT take advantage of opportunities to: Create a full multi-sensory experience and environment

that would increase desire to stay longer, buy more, and tell others about their experience

Create a *well designed interior that could generate a sense of curiosity and engagement, to encourage more time spent inside the stores (*well designed does not mean expensive finishes, layout, furnishings, or accessories)

Minimize chaotic noises that could disturb some enough to leave the store

Leverage flooring and ceiling treatments as “active” design elements

KEY INSIGHTSRetailers did NOT take advantage of opportunities to: Brand sales staff with coordinated apparel to support

sense of “customer service tribe” or a community of service

Incorporate demos or free samples as engagement strategies

Highlight merchandise displays of any kind Use signage in larger stores to create curiosity or ease of

finding merchandise Create a distinct smell that could enhance shopping

experience (Ex. “new car smell has been proven to increase car sales)

CONCLUSION: WAKE UP RETAILERS! Go beyond “products with prices inside a shell” comprised of

boring walls, floors, ceilings, and shelves

Consider all 5 senses and other facets involved in creating a vibrant, successful retail environment

Leverage resources to create an extraordinary store experience that encourages customers to not only purchase, but also tell their friends about their experience, and become loyal repeat customers for many years

OPPORTUNITY: CREATE A MULTI-SENSORY CUSTOMER EXPERIENCE RETAILERS INCORPORATE ALL 5 SENSES INTO

CUSTOMER EXPERIENCE

1. Hearing2. Sight3. Touch4. Smell 5. Taste

HOW?DEVELOP AN EXTRAORDINARY CUSTOMER EXPERIENCE

INITIATIVE1. Retailers know their customers best. Create a team

involving staff and customers to brainstorm optimal ways to incorporate all 5 senses into the shopping experience. (creative ways of involving customers can range from a contest to random selection based on regular purchases)

2. Review list of ideas generated during brainstorm and prioritize which ideas can be implemented. (i.e.. which fits budget, or can be incorporated quickly, etc.)

3. Define a schedule for implementation of ideas. 4. Use this initiative as an internal team building effort and

reward efforts appropriately.5. Continue to get feedback from customers involved in

brainstorming and ask them to serve as advisory members with rewards like special discounts.

6. Pilot ideas and refine on a regular basis to keep initiative fresh.

IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING

EXPERIENCE1. Hearing Background Music - what background music is most

appropriate to the environment? Should it be a calming environment with waterfall-type music, or an upbeat urban vibe that promotes fantasy experiences as to how (Ex. clothing) customers can have more fun or look sexy and meet new people?

Noise Control – what can be done to minimize negative noises and increase pleasing levels and types of noises other than music?

Different Sounds - consider if different sounds highlighted at different locations throughout a retail location would enhance customer experience.

IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING

EXPERIENCE2. Sight Aesthetics

Color Schemes - how can paint (inexpensive treatment) be used to create a mood, curiosity, or even navigation path?

Merchandise Displays – what nontraditional ways can merchandise be displayed? What surprises can be incorporated to excite customers?

Signage –can it be improved to help customers find things? Ceilings & Floors – what can be incorporated to take full

advantage of these large visual platforms?

IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING

EXPERIENCE3. Touch Tactile Experiences

What can be done to increase opportunities for customers to touch products?

How can we eliminate barriers to product accessibility? (i.e. storing extra merchandise on very high shelf)

Can tactile experiences be added that do not directly involve store products, but add fun and an element of surprise to customer’s experience?

IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING

EXPERIENCE4. Smell Controlling Odors

What type of smell would enhance the customer’s experience?

What type of smell is best suited? (Ex. floral shop would have something different than a nail salon or computer store)

How can unpleasant smells be eliminated? Should sales staff wear distinctive perfume? Should different parts of retail store have different

smells?

IDEAS FOR IMBEDDING 5 SENSES INTO SHOPPING

EXPERIENCE5. Taste Some retail environments would easily be able to

offer samples of food or beverages for customers to taste; if not, perhaps those retailers could offer customers unexpected treats to quench their thirst or satisfy hunger flavored waters, mints, lollipops, cupcakes (Ex. hair salons do a great job of offering wine, water and snacks to customers but they do not sell those items) Customers appreciate and remember thoughtful freebies, and they tell others about this kind of experience.