retail guide
IMTMPHOTO - STOCK.ADOBE.COM14 | AUG.19 http://www.furniturelightingdecor.comA
t the recent WithIt Conference,
we had the pleasure of attending
a seminar with retail expert and
founder of Retail Minded, Nicole
Leinbach Reyhle.
She shared statistics on how customers
are shopping these days — a full two-thirds
still prefer to shop a physical store, but 53
percent of consumers are influenced by
digital — and the loyalty factor is not what it
used to be, as only 30 percent of consumers
remain loyal to retail brands, no matter how
good the customer service. In addition, 54
percent of consumers have higher customer
service expectations than they did a year
ago, and 89 percent have said they will
switch companies due to poor customer
service. Your customers rule retail. Just a 5
percent increase in customer retention can
add up to 25 percent more to your retail
bottom line. So how do you capture and
retain those retail customers that are so
important to your business?
Leinbach Reyhle has three simple steps for
customer success, but she first notes that it’s
essential that your employees reflect your
values and strategies. Be sure you understand
the people who work for you — their strengths
and weaknesses, what motivates them and
how their past experiences can benefit your
business. “Employees are your frontline ambas-
sadors,” she says. “People are one of the last
frontiers that separate your business. Are your
employees memorable?”FIRST IMPRESSIONS
You have one chance to make a
first impression with customers.
Therefore, Leinbach Reyhle’s first
tip is to be star-struck by all of
your customers. That consumer
walking through your door may
not be recognizable from the
big screen, but once over your
threshold, they are your super-
stars and need to be addressed
as such. “You’ll want to drop
everything fast and give that
customer the star treatment,” she
says. “Look and act happy that
they’re there.”ROYAL STANDARDS
Once your customers are
feeling important, you
want to follow that initial
star-struck reaction by treating
them like royalty. Royalty is
accustomed to protocols. They have
expectations that specific standards are set
and being met at any point in an interaction.
“What standards are being set to impress
your customers?” Leinbach Reyhle asks. “You
need to identify what those standards are and
deliver consistent customer care. Even without
a sale, you can be memorable.”
It’s important to respect
your customers’ space and
choices. Pay attention to what
they are communicating, either
verbally or through body
language, to help you understand
what they need.
Leinbach Reyhle adds
that employee body language
matters as well. “Customers are
reading the team as well,” she
says. Because of this, employees
need to be trained to anticipate
customer expectations so the
customer receives the “royal
treatment” from anyone they
interact with in your store. “From
greetings to goodbyes, identifyall of the touch points of the
consumer experience.”CAPTURING DATA
The third step to successful customer
retention, says Leinbach Reyhle, is getting
that customer’s autograph.
“This is easy if you are closing a sale, but
sometimes you don’t close the sale,” she
notes. “You still don’t want to lose sight of the
opportunity to get the customer’s information
while she is in your store.”
She suggests having a strategy to capture
contact details, such as an email address, by
having subtle signage throughout the store that
encourages online engagement while customers
are shopping. “Have signage that lets
customers know if they tag you, they can get
10 percent off today’s purchases. This way all of
their friends and followers see they’ve checked
in,” Leinbach Reyhle offers as an example of
capturing information and gaining promotional
reach. Proactive opportunities give customers a
reason to want to share their information.
Consumers have many choices on the
path to purchase in today’s retail landscape.
Understanding your customers and how they
shop, as well as providing an experience
that resonates can be critical for successful
customer retention. FLDBy Diane FalveyGIVE CUSTOMERS THE RED CARPET TREATMENT
ONLY 30%
OF CONSUMERS
REMAIN LOYAL TO
RETAIL BRANDS89%
[OF CONSUMERS]
HAVE SAID THEY WILL
SWITCH COMPANIES
DUE TO POOR
CUSTOMER SERVICENicole Leinbach
Reyhle is the Founder
and Publisher of
RetailMinded.com,
noted for its retail and
small business insights.