Retail Disaster: Do These Images Represent a Positive Customer Experience?

In today’s retail environment, customer experience plays a major role in not only the perception of your brand, but also your level of customer loyalty. A happy customer is far more likely to both return to your store and purchase your product. They are also far more likely to recommend you to friends and family, or even to the world at large thanks to social media. Knowing this, how do you think these images work when it comes to customer experience? Do these represent a positive customer experience?

If your store is a mess, trust us, customers notice! No one wants to have to step over piles of stuff on the floor (nor are most willing to purchase items they deem dirty thanks to the mess). And not only does this impact your customer experience, it can turn into a legal hassle if someone gets hurt!

Long line ups are the bane of a shopper’s existence, and having to stand around makes people cranky - and can sometimes have a huge impact on customer loyalty. Continually having to wait in line inevitably leads to choosing a different store where the line ups tend not to be such a problem.

Target Canada had to deal with customer blow-back thanks to empty shelves - one could argue that this issue played a part in their ultimate demise - and we all know how this customer service issue impacts the overall customer experience. Shelves should NEVER look like this (and for most they likely don’t), but even a few empty spaces or the inability to find what one is looking for, or even an alternative, can have customers leaving the store in droves.

Don’t let a lack of people support impact the customer experience you deliver. Messy aisles, long line ups and empty shelves are all, for the most part, a direct result of not enough staff.

Feel like these issues only arise at particular points in the year, during the summer holidays for example? Don’t want to hire, train, and then lay off seasonal staff? Find a merchandising company that can offer trained, experienced, professional staff members, on a temporary basis, right when you need them. This not only saves you time and money, you can be sure these customer service issues are handled!

For more about people support that meets your needs and customers’ expectations, please call Storesupport today at 1 877 421 5081. 

In The News: StatsCan on Retail Trade

Late last month StatsCan released their numbers for December 2014, and they were not great. According to the report, “Retail sales fell 2.0% to $42.1 billion in December. This was the largest decline since April 2010.” This isn’t so startling when gas is removed from the equation - that brings the number to 1. 3%, but it is still a fair drop, especially since holiday shopping should have kept numbers at least what they were for the previous month.

Here is a graph displaying the growth and subsequent decline of sales - December’s drop is undeniably drastic.

Following gains in the fall, sales at food and beverage stores declined 0.5% in November. The decrease was largely attributed to lower sales at supermarkets and other grocery stores (-0.4%) and beer, wine and liquor stores (-1.0%). This was tempered by an increase in December: up 1% at food and beverage stores, 4% at beer, wine and liquor stores, and 3.1% at specialty food stores.

Retail sales in the clothing and accessories, electronics and appliances, and the sporting goods sectors also saw a drop, a hard fact to swallow considering holiday sales should have been up, at least in these sectors.

Ontario wasn’t alone either; retail sales were down in every province for the month of December, although Ontario did the see the largest drop (-2.3%) dollar wise.

We are hoping that these sales are not a sign of what is to come - but if they are, you need to be ready. Getting a leg up on the competition means a number of different things, whether you are a brand or a retailer - but keeping up brand loyalty and ensuring a positive customer experience are two important places to start. These two things go hand-in-hand with your merchandising strategy and your people support.

For more about boosting sales by increasing loyalty and the customer experience, Storesupport can help. We’ve got the tools you need to beat the competition and banish falling sales. Call us today at 1-877-421-5081.

You can review the full StatsCan report for December 2015 here: http://www.statcan.gc.ca/daily-quotidien/150220/dq150220a-eng.htm. 

Canadian Grocer: Customer Service Tips

In the CPG industry, especially with the rise of e-commerce and mobile shopping, customer service and providing the best possible customer experience has become paramount. Yet the solution continues to elude many of us dealing with the multitude of other daily tasks that comes with running the business.

From time to time we like to share interesting articles we find, and this week we found a great one from Canadian Grocer that can help you simplify yet achieve that often challenging task of providing great customer service. The article, “How to be Great at Customer Service,” gives some great customer service tips that you can actually take to the bank!

According to the article, these are the four key elements required to achieving great customer service!

• Listen - Ask for feedback and listen to concerns and comments.
• Identify - Show customers that products and services are more than that - identify your targets and make connections.
• Help - Don't promise great service only to fall short on delivery.
• Take the extra step - Provide more than expected.

So how can you easily accomplish these tasks without a major change in overall strategy? It might mean something as simple as extra people support around the holidays or high peak times or creating a better connection with your customer, but whatever the solution, ensuring these four elements are followed can mean big year-end gains. After all, a happy customer is a loyal customer.

Check out the full article here: http://www.canadiangrocer.com/blog/how-to-be-great-at-customer-service-38100.

For more valuable customer service tips and strategies, please contact Storesupport today by calling 1-877-421-5081.

Image Upgrade: Brand Loyalty and Customer Experience

With the high level of competition in the CPG industry, especially due to the entrance of American stores in our neighbourhoods, customer experience needs to be high to encourage both store and brand loyalty. When a customer leaves your store, there should be two things on your mind – their current purchases, and whether or not they will return.

How can you ensure a positive customer experience to keep people coming back?

Staffing – If there are staffing issues and a customer has to wait in line longer than they feel they should have to, they remember. If they spend more time than they feel they would like walking around looking for an employee for assistance, they remember. If there are staffing issues, customers won’t be driven to return. Make sure that you always have enough staff on the floor to handle ebbs and flows in traffic, and to assist customers when required.

Cleanliness – The store needs to be clean and tidy, this is a given. If it isn’t, customers notice, and in the CPG industry that is never a good thing. Make sure that displaced products are put back in the right place in a timely manner, and that floors are clear of debris. Also try to avoid larger than necessary displays that take up too much room and make the store difficult to navigate.

Location – Are your products located in the optimal area, where customers assume they would be, or do they constantly have to ask your employees or search the store for what they want? If your store layout in unappealing, confusing or hard to navigate, customers are not going to enjoy their time in your location – this never bodes well for brand loyalty.

Products in stock – If a customer enters the store with a list of specific items, but can’t locate some of them on the shelf, they may just leave without them and purchase them somewhere else. Most customers will not ask if a product is in stock, and so ensuring that shelves are well filled (rather than the stockroom overflowing), is a great way to prompt loyalty.

This is important for brands as well, as even if a customer is loyal to a store, if your product is not on the shelf they are likely just going to choose the next best thing. Your product isn’t going to sell from the stockroom, so you have to be sure that a retailer’s staff is aware of when shelves are growing empty.

Products priced right – By this we don’t mean on sale, although that never hurts, but instead that your products are priced correctly. This is especially important when you are having a sale – otherwise there is no extra motivation to purchase that product.

Is it time for an image upgrade? Think about how a merchandising company can help you with all of these areas and stop stressing so much about the competition.

For more information on how to bring customer experience levels up and increase brand loyalty please contact Storesupport today by calling 1-877-421-5081.

Retail Marketing Competition Conundrum – Financial Post Weighs In

The entrance of Target onto the Canadian retail scene has had a lot of tongues wagging over the last year – for a number of reasons – but as a recent Financial Post article suggests, one of the biggest reasons is its impact on competition.

If you are a retailer in the CPG industry, you are no doubt aware of the high level of competition out there. The stakes are high, and if you can’t keep customers coming through those doors, you might as well close them. As a the article, titled “Food fight among retailers expected to continue keeping prices lower,” proposed, price plays a big role – but is it the only factor?

Is cost the only thing that keeps customers coming back? No – and even if your prices are on par with other retailers, that doesn’t necessarily equal sales. When a customer shops, they are not only looking for the best deals and a variety of choices, they also shop at certain locations because of the atmosphere – even if unconsciously. If a customer enters a store and makes his/her purchases and has an overall positive experience, they will return. If, however, they leave the store feeling dissatisfied or put out by the experience, the chance of them returning has now seriously decreased. It isn’t rocket science – so why ignore it? 

We all know what things make the customer happy - helpful staff, a clean store, products on the shelf, not having to wait long at the checkout – so is your store making the most of the resources available and ensuring that when a customer leaves, they are leaving with the intention of returning?

The Financial Post article argues that most CPG retailers are using specific products as loss leaders to draw the customer in with the hopes that they will spend more on the bigger ticket items. We argue that this is not enough. If your prices are great but the shopper always leaves displeased, there is no guarantee that they will choose your store again.

In order to compete, customer experience should play a major role in your retail marketing. Whether this means increasing your staff during peak times to avoid line ups or to restock shelves, merchandising the store to make it more appealing, or even dealing with emergency product recalls in a timely manner, you need to be prepared.

To find out how you can beat the competition with a retail marketing strategy that sells, please contact Storesupport today by calling 1-877-421-5081, or visit us online at www.storesupport.ca.

Financial Post: How Bricks and Mortar Shops Compete

In today’s online world, competing with online sellers can be really tough for bricks and mortar shops. The ability to jump online and make a purchase instantly can be really enticing for individuals, and sales reflect this.  

Want some stats? We’ve got them. According to a recent article in the Financial Post, “a study by Boston Consulting Group noted that in 2010 only 3.4% of all retail sales in Canada were made online, but that is projected to rise to 5.3% by 2016.” The article went on to say that of the $454 billion the entire Canadian retail sector made in 2010, only $18 billion came from online sales – but it is predicted that this will increase with the sale of tablets and smartphones.

So are bricks and mortar stores on their way out? The article says no way. Whether you own a unique mom and pop shop or a multi-location franchise, many people still crave that one-on-one human interaction when shopping. They also like to be able to see and feel and try on and test the merchandise before they purchase – and this isn’t going to change. What will change is the expected level of customer service and overall customer experience that consumers are looking for upon entry.

Really? Does this really influence an individual’s choice to shop at a particular location or store? Absolutely! Ramping up customer service can mean huge ROI. Making sure that your employees are knowledgeable and fluent in the language of your brand, that your store is well staffed, and that product is available and on the floor have a major impact when people shop.

Can bricks and mortar stores ignore the internet outright? Sure, if you just want to rely on traditional forms of advertising and word of mouth. But the Financial Post warns that those organizations choosing to do so will find themselves at the back of the pack. Try balancing your in-store presence with one online through social media.

If you own a bricks and mortar retail location, make sure that you are taking into account the impact of online sales on your bottom line. Make sure that your customer experience levels are on par with your brand image and the service you want to provide.

For more information about how bricks and mortar stores can compete with online retailers, please contact Storesupport today by calling 1-877-421-5081 or visit us online at www.storesupport.ca.

 

Building Brand Loyalty – Are You Targeting the RIGHT Consumer?

One of the biggest issues that retailers face, especially in today’s mobilizing marketplace, it building brand loyalty and retaining loyal customers.  After all, if a customer can find a better deal, or doesn’t feel as though their needs are being met, they will quickly switch to one of your competitors. In this blog we offer our top 3 steps to building and ensuring brand loyalty. The market is changing constantly, so you need to be focussed on continually updating your strategies.

3 steps to building brand loyalty:

Step 1: Make sure that you are targeting the right consumers. A major hurdle in the Canadian CPG industry is dealing with the generational gap. All consumers are not the same – their wants and needs differ greatly – so if you treat them all the same none of them will be completely satisfied. Instead, you need to cater to the differences. Younger generations are often more receptive to experiential marketing or digital marketing, whereas older generations are often more responsive to coupons and promotions. Don’t ever discount one for the other.

Step 2: Make sure that these consumers are engaged. This can be accomplished a number of different ways (and can be used to market to ALL consumers). Firstly, make sure that customers are receiving the right support (re: finding items that are not on the shelf) and answers to their questions. Secondly, employ an experiential marketing campaign to attract attention, especially when promoting a new product. These things will help establish an emotional connection with your brand. These tactics will also help with brand recognition and boost sales.

Step 3: Make sure that these consumers are experiencing a high level of customer service. Brand loyalty is built upon a foundation of solid customer experience, so if your customers leave your store unsatisfied with the level of service they have received, chances are pretty good that they won’t be returning for seconds. Don’t let long line ups or idle employees cause a decrease in customer experience levels.

A great tactic to adopt when facing stagnant levels of brand loyalty is to leverage the services of a merchandising company to garner a boost. By employing their methods for success, an experienced merchandising company can examine problem areas, suggest changes that will have big impacts, and implement the adjustments smoothly.

For more information about building brand loyalty, please contact Storesupport today by calling 1-877-421-5081 or visit us online at www.storesupport.ca.

Online vs. Bricks and Mortar – Visual Merchandising Plan to Battle Competition

It is common knowledge in the retail industry that online shopping is a major competitor for bricks and mortar stores. The ability to price compare and buy online has steadily risen in popularity over the last few years, to the point that many retailers have felt the need to compete through the development and establishment of their own online stores. However, it seems as though the competition is not as stiff as originally predicted – and the expectation that online shopping would lead to the inevitable death of the retail location have not panned out. Canadian customers are still shopping at bricks and mortar locations.

According to research done by global information company The NPD Group, only 4% of all Canadian transactions were made online in 2012 – and this is an increase of 0.5% from 2011. Broken down, NPD reported that approximately 7 online purchases were made by the average Canadian household in 2012, compared to over 150 trips to traditional bricks and mortar stores (3-4 visits per week).

There are many reasons for this staunch refusal by consumers to let online shopping dictate the market – the most important reason being the experience that cannot be had by shopping online. Recognizing this, retailers have started to realize the importance that lies in visual merchandising and how it has to change in order to continue to compete.

As a bricks and mortar store, having a visual merchandising plan in place is crucial to maintain the leverage over online retailers. Consumers like to be able to enter a retail location and visually take in what they cannot over the internet. This includes things like planograms, signage and displays – all of which need to be executed properly (one of the main functions of a merchandising company) to attract customers.

Other factors contribute as well, including a high level of customer experience and interaction – so make sure that when customers leave your store they feel satisfied. This will help safeguard customer loyalty and retention.

Although online shopping has not killed the bricks and mortar store it has resulted in the need to evolve and adapt.  A strong visual merchandising plan is essential in this adaptation, and so make sure that you employ a merchandising company to help ensure that the online competition that does exist does not take over.

For more information about how to ramp up your visual merchandising plan to further battle the competition of online retailers, please contact Storesupport today by calling 1-877-421-5081.

How Canadian Merchandising Companies Can Solve Your Customer Experience Woes

Customer experience is a complex entity, summed up by the total interaction a client has with your brand. This can include any form of marketing (print/media advertising) and customer service in-store and online. A focus on customer experience needs to play a major role in any company’s (both retailers and brands) plan for success.

Don’t just take our word for it. A recent Business Insider article looked at one of the most profitable companies worldwide, examining why it continues to make a profit year in and year out. The conclusion: a long term focus on customer experience has led to a strong brand reputation and exceptional customer loyalty, and this has equaled major annual profits.

The articles states: “building the desired customer experience requires tools such as (but not limited to) research, operations, brand management, marketing and employee engagement.” You cannot exchange one for the other – you need to maintain a high level with each aspect of the equation.

How can merchandising companies help you raise the bar for customer experience? In various ways. 

Brands: Think about brand management. What approach do you take to ensuring your brand is perceived well? If you are too focused on short term, the long term will suffer. And how can you determine what this perception is? Merchandising companies can help you best understand the customer experience through tools such as mystery shopping (to better gauge the level of a retailer’s employee engagement and knowledge) or quality assurance audits.

Retailers: Employees play a big part in this production. When a customer enters your store, they should feel as though their business is appreciated. We are not suggesting you speak to each person individually, but if a customer has questions about a product or can’t find a product, your employees should be there to offer assistance. In peak seasons, the level of customer experience can be impacted negatively by this, and so merchandising companies can help you maintain high levels of customer satisfaction by providing highly-trained, experienced people support to fill in the gaps.

When you look towards the future of your company, it should be with a long term lens – and the best way to achieve the goals you establish in the process is with an ironclad customer experience policy and by taking advantage of the services of a well-reputed and experienced merchandising company.

For more information about how merchandising companies can assist you with a powerful, long term customer experience plan, please contact Storesupport today by calling 1-877-421-5081.

Source: http://www.businessinsider.com/why-amazon-is-one-of-the-most-successful-companies-in-the-world-2012-12

Is Canadian Grocery Chain’s Moderate Growth a Result of a Declining Customer Experience?

Canada’s largest grocer recently released its fourth quarter numbers for 2012. The company reported a profit drop of 17.8 percent over this period, and stated that they are considering consolidating some of the company’s many well-known banners. So what accounts for this significant drop in profit? Is a declining customer experience to blame? And if this is the case, what can other retailers learn from it? 

In the consumer packaged goods arena, the customer experience plays a crucial role in acquiring and retaining the consumer, and if retailers do not take the customer experience seriously this will have a considerable impact to both the retail brand’s bottom line as well as the brands who list their products there.

Many of this company’s banners are known for their appealing store layout – but when it comes down to it, that may draw consumers in but does it keep them coming back? Not necessarily. Once the customer is in the retail environment continuing a positive customer experience is critical. Long line ups, poor customer service, lack of staffing and substandard retail merchandising can all lead customers away from your store, regardless of how great the store looks aesthetically or how it is laid out.  If product is not in stock, or not located in the appropriate place, customers will quickly realize that an appealing store layout accounts for little when it comes to their needs.

Employees play a major role in overall customer experience. Being knowledgeable about the products, their location in-store, and their ability to provide assistance when necessary all lead to higher levels of customer satisfaction. But what about those employees who see their jobs as little more than a stepping stone? Or what impact does protective unionization have on the level of service provided? If the incentive to perform is not there and the retailer is not creating an air of accountability the results can be damaging. These things all need to be managed correctly to ensure that the customer experience is not declining.

We recently had a customer tell us that they attended a store on a Sunday (a prime shopping day) and that there were significant line ups, only four check-outs open, and when they approached a manager to complain they were told “what do you want me to do, our employees are union”? That is not good customer service and it is not a good reflection of the brand. The individual who reported this to us will never return and so not only is the retail brand impacted but also the CPG brands who list their products there.

CPG brands looking to improve or build on their existing customer service levels need to recognize the importance of retail merchandising. When your product is listed at a retailer you still do have some control. Having a plan in place to tackle things and put your own feet on the ground. Retail merchandising companies proficient in these types of issues can help – establishing a plan for effective merchandising that will get real results. They can also have their merchandisers go into retailers on your behalf to ensure that everything is working the way that it should be and alert you to challenges at the retail level that need to be addressed.

The Canadian grocery chain has listed several different tactics that may be used in the coming months in an attempt to regain their profit lead, but if declining customer experience has played a part in the declining profits, improving it will be essential. The same rings true for any retailer, and in order to keep sales up, the customer needs to feel satisfied with their overall experience.

 

For more information about how merchandising services can improve customer experience, please contact Storesupport by calling 1-877-421-5081 or visit www.storesupport.ca.  

Retailers Making Due with Less – What Does this Mean for The Customer Experience?

A report recently released by The Globe and Mail revealed that some retailers who are looking to boost productivity to combat increasing competition are scaling back their workforces. The article reports that over 45,000 retail jobs were eliminated between 2008 and 2011, with only a small hiring spree in 2012.

This is largely because of the online e-commerce boom. To save on head count and labour costs many retailers have turned to expanding their e-commerce portfolio which leads to increased margins and reduced overhead and infrastructure costs – a retailers dream!

So what do these major changes mean for the customer experience? Well, for the customer who still likes to visit bricks and mortar retail stores (like the grocery store for example), a decreased workforce may mean longer line ups, substandard retail merchandising and an overall reduced customer experience.

A reduced customer experience can bring negative consequences to both the retailer and the brands who have their products listed. A customer who has a bad customer experience with a brand because product is not tagged or not in-stock or easily accessible can cause the brand to lose the customer – perhaps even permanently if the customer tries another brand that they like better.  The same is true for a retailer whose store is cluttered, confusing to navigate, short staffed, and/or has long line ups. This in fact can cause some customers to shift their attention to e-commerce solutions and very likely not yours if the consumer has already had a negative customer experience.

With the growth of social media, customers now refuse to ignore a bad customer experience, and instead will take to their social networks to vent about their frustrations. Since consumers are highly influenced by the things they read on their social networks, the customer experience is now paramount, and making sure that the customer is happy when they leave the store, especially if you want them to return.

Retail intelligence is a smart way to combat these challenges. When your product is being sold at a retail location it is essential that you are aware of the customer experience – this is true whether you are a CPG brand or a retailer.

There are two main reasons that brands and retailers use retail intelligence. The first is to improve the customer experience at the point of sale. The second is to see what the competition is doing. Both of these things are crucial if you want to maintain control over your brand and improve customer experience while still staying on top of the competition.

Retail intelligence through planogram audits and mystery shopping allow you to improve your retail merchandising by making sure that products are being tagged, re-stocked, and located where they need to be. The only way to improve your customer experience is to be really aware of what is happening on the ground so that you can make small adjustments that lead to increased sales and customer retention!

One thing is for certain – retailers’ highest expense is the cost of labour. It can be tempting to cut back, but decisions like reducing your labour force must be thoroughly thought through. The retail industry is so competitive that attempting to make due with less can actually be counter-productive. Retailers who do not want to maintain a full blown workforce and prefer to bring in retail and merchandising support should consider aligning with a retail merchandising company that can provide retail support on an “as needed basis”. Brands: you have little control over the actions of your retailers but stand to lose the most. Many brands also turn to retail merchandising companies to take the power out of the hands of retailers and to have more control over their own retail merchandising.

For more information about improving the customer experience through retail intelligence, or to find out more about our other merchandising services, please visit www.storesupport.ca or call 905-847-6513.

Don’t Let a Problem Crush Your Brand: The Importance of Smart Retail Management

If you sell a CPG brand at the retail level, you are no doubt aware that retail management and brand reputation management go hand-in-hand. Getting consumers to recognize your brand and building customer loyalty is critical if you want your brand to succeed. But sometimes unforeseen challenges can arise. Challenges that occur at the point of purchase should be your top priority. Your customer is your bread and butter and the ‘stakes are high’ if customers have poor experiences with your brand when they try to purchase it at their preferred retailer.

This day and age things run at a very fast pace. The customer experience at the retail level can immediately reflect on your brand’s reputation. Customers who become frustrated because a product is out of stock, or not properly tagged resulting in a hold up at the checkout counter can take to their mobile devices and post witty thoughts to their Twitter or Facebook page. Not only have you lost a customer but now they have negatively influenced those in their networks about your brand. This is why a key component of strong brand reputation management is smart retail management.

Smart retail management leads to increased sales and customer retention. Sales will be needed and, especially in the case of smaller brands, poor sales can lead to retailers de-listing your products.

To better understand how you can improve your retail management, let’s explore some of the top ways that a customer can have a negative in-store experience with a brand?

1.     Product is out of stock. Sometimes product is not on the shelf but is in the back. When retailers’ employees become busy, re-stocking your product can fall to the wayside. When a customer is in the grocery store and sees that a favourite product is out of stock, some may seek out the product at an alternate retailer, but most will simply try the same product by a different brand. This is dangerous because if the consumer likes the other brand’s product, you could see a shift in the customer’s loyalty to your brand. One way to stay ahead of the competition is to have a plan in place to ensure that you are on top of what is happening with product at the retail level.

2.     Product is moved. Unbeknownst to you and against your planogram your product is moved. Again, another frustrating experience for the customer. Will they look around to try to find your product or will they just buy the next available thing?

3.     Product is on the shelf but not priced. Would you buy something without knowing the cost? Not likely. When product isn’t priced it can make it difficult for a consumer to make the decision to purchase.

4.     Product is improperly labeled. Product that is improperly labeled can cause confusion for the consumer.

5.     UPC scanning issues at the point of sale. This is a big one. When the UPC code on your product doesn’t scan properly, this can cause your customers to get backed up at the checkout counter.

Smart retail management will include having retail merchandising contingencies and resources in place to make you aware of problems at the retail level and to enable you to address them quickly.

For more information about retail management or for information about our retail management solutions please visit www.storesuppport.ca or call 905-847-6513.

Retail Merchandising Solutions to Quickly Overcome Challenges after Your Product Has Reached the Store

If you sell CPG products at retail then you know just how important good retail merchandising is. While we all hope that the retailers where products are sold will have control over in-store retail merchandising, this is often not the case, especially where brands with vast retail coverage are concerned. Merchandising challenges can directly impact the customer experience, customer retention and your bottom line.

Look at something as simple as UPC codes that aren’t scanning properly or aren’t on some products at all – it happens all the time. When a customer is in a hurry and at the grocery check-out and sees that the cashier is about to call a price check, do they wait or just forgo purchasing the product? Or have you ever experienced seeing a product on sale but then when you get to the check out, the UPC scans the non-sale price, causing you to wait while the store figures out what the actual price of the product is? How frustrating is that!

In retail merchandising time is not on your side. Each day hundreds and perhaps even thousands and tens of thousands (if you have national coverage) of consumers have interactions with your brand. Each day that goes by when your product has UPC scanning issues, or if your product is out of stock, moved, or improperly packaged or labeled, etc… is costing you more than just your lost sales. The CPG industry is competitive and consumers have so many choices that holding on to customers who have made your brand a part of their shopping list by going above and beyond the call of duty to ensure positive customer experiences is crucial.

Your ability to be agile and adapt to retail merchandising challenges can quickly make or break your success at the retail level. The number one merchandising solution that we recommend to brands that sell at retail is to have their own boots on the ground.

Having your own brand ambassadors on the ground who routinely visit retail locations to ensure that your retail merchandising is in order is the best way to learn quickly of retail merchandising issues. This will enable you to respond to retail merchandising challenges quickly.

When thinking about retail merchandising solutions, think about technology. Implementing technology that enables your merchandising team to transmit data and images in real time will keep your brand ahead of the competition.

You may be thinking that this is easier said than done, especially if you have coverage in many different retail locations. Sure, there is value in trying to build this infrastructure internally but many companies have learned that it is often less expensive to go with a pro rather than to re-invent the wheel.

Good retail merchandising companies will have the resources, infrastructure and coverage to be able to support your retail merchandising needs at a fraction of the cost of trying to do so internally. Whatever the retail merchandising solution you choose, if you want to compete, paying close attention to your retail merchandising is a must!

For more information about overcoming merchandising retail challenges and our retail merchandising solutions please visit www.storesupport.ca or call 905-847-6513.

Forbes Online Reports on How the Customer Experience In-Store Now Matters More with the Uptake in Consumers Shopping Online

Online e-commerce sites like Amazon have given retailers who sell their product in retail stores a real run for their money. From clothing retail to the sale of consumer packaged goods at retail, the online shopping boom has forever changed the way many people shop. For brands that only have in-store retail coverage, sites like grocery gateway and netgrocer are posing a major threat, leaving brands needing to be more aggressive at the point of purchase to capture and retain customers.

What commonly causes consumers to switch their allegiance to online retailers?

1.       The online shopping experience in many ways increases convenience. Consumers don’t have to leave their homes, shop in congested stores or wait in line ups.

2.       Online shopping usually results in increased product availability. Online there are no shelves to go out of stock. If a product is listed, you can get it. 

Forbes Online recently reported in an article “Clicks and Mortar: Why In-Store Experience Matters” that it is more important than ever for brands to ensure that customers have a positive in-store brand experience.

There are limitations to online shopping that leave brands that sell in bricks and mortar retail stores a massive opportunity to compete. These limitations include:

1.       Removal of social interaction – both with those you shop with and the interactions you have with others when out and about.

2.       The inability so see, touch and smell products that you are thinking about purchasing.

3.       Takes longer to receive products – you have to wait for your products to be delivered.

4.       Where grocery shopping is concerned it is often more expensive. 

 

The Forbes Online article highlights the importance of brands and bricks and mortar retailers not to shy away from mobile and social media and to look at mobile and social media as ways to drive customers through the door. Creating online communities of brand loyal customers who can share their positive customer experiences can influence the buying habits of others in their social network. Embracing mobile apps to make the customer’s in-store experience smoother is a great way to boost loyalty. In the Forbes Online article Target was mentioned as an innovator who has created apps with list-making tools, product finders, daily deals and more.

The retail store is the ultimate advertising opportunity for brands. Leveraging experiential marketing campaigns is an excellent way to engage new customers through providing them with the opportunity to sample product which in almost all cases results in a boost in product sales. Let’s face it, employees in retail stores work for the retailer. They are busy and do not have the depth of product knowledge that your staff does. Experiential marketing helps you to improve the experience that customers have with your brand by allowing the opportunity to interact with your representatives, ask questions and be more informed about your offerings.

With regard to the employees of the retailer, another huge way to take more control over your customer’s experience with your brand is to take more control over your merchandising and distribution. Having your own feet on the ground will enable you to ensure that product is always in stock, on the shelf, planogram compliant and properly priced. This will mean that your customers will always have the smoothest possible experience when being faced with the choice to purchase your product or someone else’s.

Once a customer is in-store – what occurs at the point of sale is critical. By working to ensure the best customer experiences will increase brand loyalty and the probability that a customer will venture off to the store to buy your product, as opposed to buying a competitor’s product online.

For more information about how you can improve your customers experience through our merchandising services please contact Storesupport at 1(877) 421-5081 or visit www.storesupport.ca.