Erik Nordstrom, president of the famous American luxury department store chain, Nordstrom Direct, once said:
‘Retail is a customer business. You’re trying to take care of the customer — solve something for the customer. And there’s no way to learn that in the classroom or in the corner office, or away from the customer.’ You’ve got to be in front of the customer.
In the context of the current pandemic that has forever changed the way we shop, this advice is especially important. Now more than ever, retailers must build customer-centric mindsets and provide safe and seamless shopping experiences. Those who thrive are the ones capable of transforming their services and adapting to the demands of the current market. But what’s the starting point?
This article highlights three top aspects that retailers should pay attention to when designing the shopping experience during a worldwide crisis.
What are the 3 ‘Cs’ of retail success?
With 71% of consumers who feel comfortable going back to physical stores, retailers may now have the chance to show that they care about their customers and employees. Regardless of where customers are situated on the scale of comfort with COVID-19, caring about their well-being and safety will definitely pay dividends in the long run. People remember high-quality shopping experiences and tend to stay loyal to brands that focus on the needs of the customer.
Awareness is of utmost importance at this stage—showing customers that they can trust you take the required precautions and measures like, mask-wearing, hand washing, surface cleaning, or respecting social distancing is one way to demonstrate you care. Go the extra mile and boost awareness of these efforts across all channels: website messaging, emailing, or social media.
‘Your customer doesn’t care how much you know until they know how much you care.’ – Damon Richards
Change is one of the words that best describe 2020. Although the world has recently turned upside down and retailers were forced to transform their business models, one of the things that you shouldn’t compromise on is brand consistency.
‘People like consistency. Whether it’s a store or a restaurant, they want to come in and see what you are famous for.’ – Mickey Drexler, former CEO and current Chairman, J. Crew Group
In other words, your core brand values help you attract and retain customers. And implementing safety measures across the shopping experience doesn’t mean you are obliged to sterilize the whole retail process. As much as possible, in a responsible manner, retail businesses should aim at staying true to their brand’s basics and continue to express their core values across all customer interactions—physical or digital.
A global pandemic means insecurity and distrust in all industries. As a retail business, you want to inspire confidence, which stands at the foundation of any type of relationship. Customers trust the way they feel, that’s why radiating positive vibes and engaging with your customers in a relaxed and helpful manner can make all the difference.
Confident employees and relaxing shopping environments convey safety, which is one of the pillars of building long-term customer relationships.
Conclusion
Caring, consistency, and confidence are the three ‘Cs’ to retail success in the pandemic era. However, the key lies in balancing all of them and establishing a strong foundation for building an experience your customers will rely on.
