The process of building a business involves defining everything from foundational objectives to ideal colour schemes for the branding – but none of it means much unless it attracts paying customers. The ultimate goal of any business owner, building this kind of positive association requires a holistic focus on optimising the customer experience.
Let’s explore some of the key experiential components of transactions that will attract more customers and keep them coming back.
Create unmissable offers
At the heart of every operational business is a product or service that people want and are willing to pay for. The challenge, in our modern society, is packaging your business’ offers in such a way that they are more appealing to your potential customers than that of your competitors – and whether you’re a newly established business or a household name in your industry, competition can be fierce. The key is to approach this stage with a factual foundation, having thoroughly researched the market, the target consumer and any gaps that leave room for your business to dominate.
…and market them well
When it comes to ensuring the success of your offers and your business generally, great marketing materials are essential. These days, customers expect to see their favourite businesses across a wide variety of marketing channels – from special interest magazines to social media, and everything in between. The key is to understand how YOUR customers – both current and potential – prefer to receive communications, and cover the mix as best you can. The vast majority of businesses will see a strong return on investment from their online channels, but don’t discount the value of a physical marketing presence in the form of printed brochures and flyers. There are many people out there who still appreciate the tactile nature of handling such informative material.
Nail your store design
If your offers are strong enough to create foot traffic to your brick-and-mortar locations, half of the battle is already won – but creating the perfect first impression in person is still crucial. Your store should be laid out in a way that feels inviting across the board and familiar to customers who know your brand, from the colour scheme to the marketing materials. That said, your branding may change with the season – if you’re in the fashion industry, for example – as long as your store design is consistent with other marketing material.
Designing your store for the optimum customer experience is largely about making it easy to find things. Whether customers know what they’re looking for or not, they’ll appreciate clear signage and logical organisation of items. If your store covers a large area, a map or navigation tool might be a good idea – not only to help customers find things, but also to reduce reliance on salespeople.
Offer rewards
Getting customers to buy from you once is a win, but repeat business is the ultimate win – and offering rewards is the best way to make it happen. If a customer likes what you have to offer, there’s a good chance that they will choose your business over competitors when they’re ready to make a purchase, but there are always barriers of convenience that could interrupt this process; for example, a competitor offering a slightly lower price or opening a store in a location closer to home. With a little luck, a rewards program will create the extra incentive customers need to make your business a preference and follow through with their wallets.
Accommodate furry friends
These days, many pet owners consider their “fur babies” a part of the family, integrating them into their lives at every possible opportunity – even when it comes time to hit the shops. For these consumers, stores that welcome their dogs will always be an attractive option – in fact, according to a survey of US pet owners, over 55% of those surveyed feel more comfortable attending events and restaurants with their pets in tow. Several popular cafes and restaurants have already jumped on this trend with marketing materials highlighting their pet-friendly business ethos, but there’s always room for more.
Bringing customers into your business on an ongoing basis can be a challenge, but it’s one worth taking on – particularly if you’re truly committed to seeing the business grow and prosper into the future. The tips above will ensure that you’re delivering everything customers expect when they browse and buy – from an interesting, engaging online experience to a welcoming, accessible environment in-store.
