Randall Stone is a senior partner and director of customer experience and retail design for Lippincott. His clients have included Starbucks, Foot Locker, RadioShack, and The Limited.
Recently, Stone identified six retail tactics to enhance the in-store shopping experience:
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Go Mobile: “Mobile apps are being embraced by brands as diverse as Starbucks, Dunkin’ Donuts, and KFC/Taco Bell. They enable consumers to shop in-store, quickly pay with their iPhone or Android phone, and depart. These apps make shopping experiences easier, faster, and sometimes cheaper.”
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Less is More… But More is Better: “Consumers are looking to maximize their buying power and get the most with the little they have. Retailers who bundle products in-store and offer bonuses allow their customers to give more and get more value. It also helps retailers maintain their price and brand quality perception.”
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Embrace Go to Market Economy: “Retailers have the opportunity to better serve and access consumers with a shop anyhow/anywhere go to market approach. Merchants who embrace this strategy, including Home Depot, Toys “R” Us, and Sears, allow customers to shop whenever and wherever they please and then pick-up or have the goods delivered as suits them – site to store, store to home, phone to anywhere, etc. “
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Deliver an Authentic Brand Experience: “Customer loyalty is built year round. Retailers need to deliver their brand experience, offer special products, and deliver on their brand promise 365 days a year. Some stores are experimenting with novel pop-up stores, flash sales, and/or tailored events to appeal to new demographics.”
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Individualize through Digital Convenience: “Integrate digital kiosks and tablets throughout stores to encourage feedback in online forums while in the store and provide customers with tools to easily visualize products in their everyday lives.
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Keep it Simple Without Eliminating Options: “Create a showcase experience in stores that provide a general overview of basic options, but enable on-floor sales managers with tools to expand in-store assortments to allow customers to customize products they’re interested in purchasing.”
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Retailing: From A to Z 