It’s curious how some hardware stores or specialty boutiques keep a steady flow of customers, even near big box retailers like Walmart. These business owners have figured out how to distinguish their operations from competitors while building a base of loyal customers. Companies can thrive even in tough times when they do a great job of exceeding customer expectations. Their owners embrace fresh ideas and understand how to manage change without disrupting their business operations.

However, companies focusing on generating profits by selling various products at low prices may need to reconsider their strategy. Although this approach worked fifteen years ago, customers and intuitive retailers think customer experience should be the highest priority. When businesses become a destination for specific products, customers become a part of the store’s community. Shopping the business makes them feel welcomed since they know what to expect from their previous interactions.

• Two-thirds of companies compete based on customer experience
• Seventy-three percent of shoppers say customer experience plays an important role in their purchasing decisions.
• Fifty-four percent of customers think companies should improve their customer experience.

Why Customer Experience is a Big Deal
Driving business growth may require altering the perceptions of how your business should engage with customers. It’s critically important that every interaction goes smoothly since customers are less forgiving when encountering problems. In fact, one-third of consumers say it only takes one bad experience for them to drop a beloved brand. However, retailers have several critical reasons for offering customers a next-level shopping experience.

Increase Sales and Revenue: Customer experience is so important to shoppers that they are willing to reward retailers who prioritize it. Forty-three percent of shoppers are willing to pay more for convenience, while forty-two percent are willing to pay more for a welcoming experience.

Drives Repeat Purchases. When customers walk away happy, they will likely return to the store. Almost two-thirds of shoppers say a positive experience influences their buying decisions. On the other hand, an unpleasant experience can drive them away from the business forever.

Creates Brand Ambassadors: When shoppers have good things to say about a business, it convinces family and friends to get in on the action. Word-of-mouth is a powerful way to attract new customers and to make loyal customers feel they can impact a business.

• Seventy-two percent of people share a positive experience with six or more people
• Thirteen percent of people will share a negative experience with 15 or more people.

What Shoppers Want and Expect
These days, everyone’s in a hurry. It’s little wonder that seventy percent of shoppers demand that transactions be speedy and hassle-free. Store owners should take appropriate action when lines get too long or when helping a customer at the register begins to hold up the line. Schedule lunch and breaks for staff when there is sufficient coverage and fewer customers. The good news is that people enjoy visiting physical stores. Unlike shopping online, customers can see, feel, and examine the product before purchasing.

• It should be easy to navigate the store and find the merchandise they plan to buy
• Twenty percent of shoppers want to buy online and pick them up in-store to avoid shipping costs.
• Offer a consistently positive experience online and in-store

One advantage of operating a physical store is the ability to offer customers a vibrant shopping experience. Customers tend to get bored shopping online and look forward to the sensory stimulation that happens in a physical store. Retailers can capture shoppers’ attention with new and unusual products, attentive employees, eye-catching signage, and a welcoming atmosphere. Seventy-one percent of consumers spend more in-store. Additionally, the people who come in to pick up their online purchases will buy even more when they come to the store to pick up their orders.

Independent retailers receive high marks for great customer service. However, good service is only one facet of delivering an exceptional customer experience. Now is the time to position your business for continued growth by compelling customers to patronize your store.