We hear it all the time: the consumer is no longer just buying a product, but an experience. Easy to say, but is it as simple to do? Thinking about customer experience, especially for families, means following a certain number of imperatives... ROI, of course!
RULE #1: OBSERVE, KNOW AND ANTICIPATE THE NEEDS OF YOUR CUSTOMERS
No two families are alike and their members have very different needs to feel comfortable in their environment. To design an experience, to offer it, to satisfy and to build loyalty, it is impossible to ignore the observation of your customers' behaviors. Do they like advice or do they like to stroll? Are they price sensitive? Are they sensitive to technical information? The secret is to offer only the essential values on the customer journey, without forgetting to surprise! After an audit, defining the customer journey is the first step to success. Experiential is all about usefulness AND pleasure, to facilitate exchanges between generations and motivate the decision to buy .
RULE #2: BE EDUCATIONAL AND INVOLVE YOUR STAFF
Lighting, music, furniture, payment methods... The proposal of a new experience can quickly disrupt habits. Don't risk creating dissatisfaction by asking your customers to make a demotivating effort to adapt, especially since shopping with the family can already require a lot of energy. In an experiential design, even pause times matter.
Consumers are looking for a connection, and education creates that connection: educate the staff in contact for a smooth transition .... and complementary purchases ! 81% of consumers are willing to pay more if the promised experience is quality.
RULE #3: FEEDBACK IS KING!
The members of a family have different feelings and a good global appreciation is not enough: to really satisfy and build loyalty, you have to know how to listen to young and old and adapt. A good advice delivered upstream frees from many disappointments, but continuous improvement is a must at a time when experience evaluation is rarely forgiving. 65% of dissatisfied customers tell their friends and family.
AUDIT, CONSULTING, OPERATIONAL DEPLOYMENT... COM' DES ENFANTS DECIPHERS THE GENERATIONS AND ENCHANTS YOUR PLACE OF SALE!
Sources: Harvard Business Review / INES CRM / MdaMDB
