The in-store experience
I really believe that there is something to be said about good old-fashioned customer service. If we were to compare ourselves here in Australia right now to the majority of leading fashion retailers throughout the USA and Europe on the whole there is a lot of work for us to do.
Don’t get me wrong there are certainly some great businesses here in our own backyard doing an amazing job of forging unforgettable experiences for their customers but I still think that there are some very simple sensory steps that could be introduced to take the in-store experience to the next level.
Think of your last visit to a day spa and what happened within the first 10 minutes of your arrival. You walk through the doors and see soft colour palettes like neutrals or crisp white walls, natural surfaces such as stone or wood helping to instantly create a sense of serenity. You are then whisked away to change in to a nice fluffy robe and slippers, which makes you feel uber relaxed and cosy. It is most likely that they have some sweet tunes playing ever so softly in the background, which instantly takes you straight back to your last island getaway. Finally you are asked to recline back in a gorgeous armchair where you catch wafts of that relaxing essential oil blend and all you need to do now is sip a fresh glass of water topped with lemon and mint or a warm cup of herbal tea.
In that very short amount of time without you even realising it that business has tapped in to the 5 senses; see, feel, hear, smell and taste.
Why not try creating some considered (that is always having your ideal customer in mind) concepts that appeal to your customers' senses to provide your in-store experience.
What will you add to your store this week to create a new experience for your customers?
**A little tip would be to use the seasons or special celebrations to your advantage just like Country Road did for Mother’s Day this year, as featured by Ragtrader.