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While personalization may be easier to accomplish in the e-commerce space, that doesn’t mean brick-and-mortar stores are out of luck when it comes to personalizing the customer experience. With face-to-face interactions acting as a strong advantage, brick-and-mortar retail stores can create unique, custom experiences tailored to individual customers’ needs.
To do so, however, they’ll want to follow the recommendations made by the members of Young Entrepreneur Council. Below, they share eight ways brick-and-mortar stores can offer customized, personalized experiences to their customers and how doing so can help separate them from their competition.
1. Lean Into The Technology
One way brick-and-mortar stores can offer customized, personalized experiences to their customers is by leveraging technology such as mobile apps or in-store beacons that can track a customer’s location and purchase history, which would allow them to offer personalized recommendations and promotions. By offering these personalized experiences, brick-and-mortar stores can differentiate themselves from their competition and provide a unique value proposition to their customers. Personalization creates a more engaging and memorable shopping experience that can lead to increased loyalty and repeat business. It also allows brick-and-mortar stores to compete more effectively with online retailers, who often have an advantage in terms of convenience and product selection. – Andrew Saladino, Kitchen Cabinet Kings
2. Engage With Customers At The Door
Brick-and-mortar-business owners can add a layer of personalization to their company by training team members to stop and talk to customers as they walk in the door. If your team can spark a conversation and build rapport with potential customers, they can help them find the product or service that matches their needs. – John Turner, SeedProd LLC
3. Identify Customers’ Needs And Cater To Them
The first step is to identify who your core customers are and then cater to that audience. A dance studio I go to is an all-women space, and they offer child care during the hour of dance class for mothers who need it. In our law firm, our clients are facing criminal charges, so we set up our office like a spa where you enter and automatically feel at ease. We have a Buddha water fountain that makes you feel like you’re in a temple, plants to make you feel like you’re in nature and a diffuser that mists eucalyptus and lavender essential oils for a calming ambience. Rather than find a library of books that feels corporate, we make it feel like a lounge and offer a menu of beverages and snacks while you wait. Know who your audience is and then cater to what that audience needs. – Givelle Lamano, Lamano Law Office
4. Implement A Digital Rewards Program
One way for brick-and-mortar stores to offer customers more personal and custom-tailored experiences is by emulating online strategies. You can still create a digital rewards program even if you’re not selling online. Something as simple as a digital punch card or program that rewards spending will encourage customers to shop more frequently and spend more money each time they visit. If a customer is deciding whether to buy from one of two stores, they’ll be more likely to buy from the store that rewards them for their loyalty. – Ian Blair, BuildFire
5. Add More Value To The Buyer’s Journey
One of the best ways to offer a more personalized brick-and-mortar experience is to start with your team. Teach them how to involve your customers in the buying process to create a more personalized experience. This starts with engagement. Get your whole team the experience, knowledge and tools they need to confidently interact with customers. Train them and show them how to cross-sell and upsell your products to add more value to the buyer’s journey. This also gives your team members the opportunity to provide tips, tricks and offers—a much more personalized experience overall. – Blair Thomas, eMerchantBroker
6. Offer Customized Products And In-Store Trials
Brick-and-mortar stores can offer customized and personalized experiences to their customers by allowing product customization and in-store trials. By enabling interested customers to personalize their purchases or try products before making a purchase, retailers can create a more immersive and engaging shopping experience that sets them apart from traditional competitors. For example, instead of just having a customer select a standard size and style, a shoe store can customize the color and material and even add personal touches like the customer’s initials. The customer can then try on the shoes in the store and have adjustments made to ensure a perfect fit. Such a high level of personalization and engagement ultimately raises customer satisfaction and loyalty, resulting in increased sales and revenue. – Vikas Agrawal, Infobrandz
7. Promote In-Store Experiences That Can’t Be Replicated Online
One way to offer personalized experiences is by training sales associates to provide exceptional customer service. By taking the time to get to know their customers and their needs, sales associates can offer personalized recommendations based on their individual interests and preferences. This can help to build trust and loyalty among customers, who will appreciate the extra attention and care. Stores can also offer unique in-store experiences that cannot be replicated online. For example, events like workshops, product demos or tastings can create a sense of community and engagement. By offering these experiences, brick-and-mortar stores can differentiate themselves from their competition and create a loyal customer base that values the personalized touch. – Rachel Beider, PRESS Modern Massage
8. Create A Full Sensory Experience
Unlike online markets, brick-and-mortar stores can engage all the customer’s senses. They can appeal to their audience’s sense of sound, touch, smell and taste. Such a multisensory experience offers a personalized “shoppers high” that can lead to increased in-store spending. That emotional and memorable interaction creates a more loyal connection to the brand, which increases the likelihood that the customer will return. Specific tips include: 1. making sure the store “looks” inviting and eye-catching, 2. using a signature scent that consumers can connect to your brand, 3. offering free samples or small refreshments, 4. including displays customers can easily touch and 5. thinking about what music goes along well with your brand. – Shu Saito, SpiroPure
