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"IBM/NRF 09'"
INTERVIEW WITH CRAIG STEVENSON
TITLE: Creating a Superior Shopping Experience – 2:55
For retailers, what it means to deliver a superior shopping experience is actually different per retailer, because they all have different types of customers. But, when we talk about delivering a superior shopping experience it's about interacting with that customer or their customers across any touch point, and that can be via the mobile phone, it can be via the website, in the store definitely, because that is where most of the customers interact today. So we're talking about point of sale, self-check-out, self-service kiosk.
Really, all of these touch points and all of these solutions that will help deliver a superior shopping experience need to be interconnected because the customer does not see the store, the mobile phone, the website as different companies. It's actually they buy from brands, not individual channels.
The benefits of delivering a superior shopping experience are many. And if executed correctly a retailer can increase customer loyalty and advocacy and actually create a competitive differentiator.
A superior shopping experience also will increase word-of-mouth marketing.
It's about how does the customer-- how are they emotionally connected to the retailer, and did you provide them such a great experience that they're willing to tell their friends, family or even people they don't know by posting great customer reviews on the Internet?
There are also benefits to the customer when delivering a superior shopping experience. Mainly, the customer gets what they want when they want it and where they want it. Customers actually want everything now. And, they actually want choice. They don't want a retailer to tell them how they should shop or where they should shop or even when they should shop.
From a cost perspective, we all have heard the stats that it costs a retailer five to ten X to obtain a new customer than to retain existing customers. So, in this economy customer experience is of the utmost importance
Retailers often ask me, "How do I get started?" And I usually say, "There is no one-size-fits-all."
It's about understanding the customer's needs, understanding how they want to interact, understanding what they want from you and understanding how you can deliver your brand promise to that customer.