The modern retail customer experience


retail customer experience infographic

retail customer experience infographic

Today’s retailer must engage customers across web, mobile, and in store. To illustrate a modern customer journey, let’s imagine the following customer experience:

Your customer starts their shopping experience online via their phone to research different products. While searching, an enticing product discount is offered. They take a trip to the store to see the product in-person and to ask a few questions to the sales experts. If they are happy with the product, they will make a purchase and will submit feedback on the product, and your company.

By integrating advanced marketing analytics, connected consumer digital experiences, and client engagement technologies, you can deliver a modern experience that is both online, and in-store. This experience can improve your bottom line, while also increasing your customer loyalty. 



See how this retail team is empowered with modern engagement tools

Owns purchase decision

  • Uses personal device to research online  
  • Visits store to confirm experience and get advice  
  • Makes purchase decision in store 

Competitive research

Location. Location. Location. To connect potential customers to new products you need to have the right message, in the right place, at the right time.

When your customers are looking for that special gift for a family member and they’re checking online social recommendations, a social ad announcing a 10% discount can be just the right attention getter that promotes more online research, which uncovers an app that offers more deals. After signing into the app, information collected personalizes the shopping experience. Although the online experience has narrowed decision options, your customer prefers to see the product in person and get expert advice, so a visit is made to the retail store.

Owns customer satisfaction

Uses the latest sales technology and leverages expertise within the company to offer customers a superior in-store sales and service experience.

Store expertise

  • As your customer enters the store, their smartphone chimes. A notification appears, welcoming them to the store and presenting personalized offers
  • Using the app's in-store map, they quickly make their way to the product and summon a sales associate. The associate shows various models of the product in person and on a tablet, but the customer has a technical question
  • The associate starts a video call with a technical sales specialist who points the customer towards the product that suits their needs

Owns front line operations

Picks which product to sell, engages with suppliers and partners to reduce costs, influences revenue by providing marketing with back-end insights.

Review sales KPIs

Dashboards keep KPIs at your fingertips and allow for deep dives on the fly. Combined with insights from other technologies, you can ensure that revenue targets are on-track.
 
For our example, the merchandising manager decides to confirm revenue status and through the KPI dashboard and quickly discovers that their newest product is under-performing. Pivoting revenue by channel, retail stores within a specific geography are identified as the issue.
 
When customer feedback is collected from social channels and foot traffic heat maps are overlaid, the course is corrected by scheduling more team training and by re-positioning the product kiosk.

 

See how our customers are modernizing the retail experience

For more information

Contact your Microsoft Enterprise Services Account Representative for more information about how to empower your team and your business to build a modernized customer experience.