THE CUSTOMER EXPERIENCE: A BETTER OFFERING, A NEW ATTRACTION—A NEW KIND OF STORE

Marketing and sales expert Jerry Talamantes returns for the second installment of his three-part blog series about the in-store Customer Experience. In part two, Jerry shares a few easy-to-implement ideas for small- to mid-size stores to create memorable in-store experiences.

When I compare the midsize retail markets to larger markets, there is no question that the department stores in larger markets, as well as flagships, will be the doors to snag the innovation dollars and technology investment from their corporate management.   
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This leaves the mid-size/ smaller markets in a challenging position to find creative and cost effective ways to reach new shoppers and populate the store.  

It’s hard to imagine a time other than the month of December when the store is filled consistently with a shopping public—meaningful shoppers on a mission to find what they are looking for and eager to spend their money.

Department stores were once a bastion for all of life's moments and occasions. The store was a meeting place for the tastemakers, culture seekers, career minds, girlfriends and boyfriends, gift toting husbands, and mothers young and old. Even for the most basic needs, the store was a reliable and trusted destination for life and style.

In the process of everyone’s life happening, the stores were selling a lot of merchandise and creating traditions and experiences for people.

Today, nearly half of all shoppers prefer to avoid the whole experience and just get it done online.
As internet sales continue to cannibalize brick and mortar business, product accessibility and service is the only way management can make the store a great destination once again in the new age of retail.

The idea list is long, but in this shortlist of options, helping the store entice new shoppers and nurture the existing ones with a more lifestyle-centric and customized experience is just a think tank away.

Showcasing Tailoring and Alterations Services Prominently

​The best selling professionals know that a talented seamstress or tailor helps to elevate the store experience by customizing the garment, bringing more value to the purchase. A well-fitting garment is the centerpiece of style, and alterations and tailor services should be branded as an exclusive priority offering. People need clothes altered!

Many big stores do their customers a huge disservice by having a small alterations footprint available. Alterations service is a behemoth touchpoint in the offerings to the customer. Many chain department stores ship garments to other locations to be altered and finished, forgoing an enriching customer experience to help satisfy their customer base.

Store management must make a strong effort to identify and hire the best tailors and seamstresses in their market to be a part of their store family.
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Customers never forget a great fitting garment. Knowing that your product will make them look and feel good is always an invitation to come back to your store.

Welcoming Mommy and Baby for a Relaxing Shopping Experience

New moms are sleep deprived as they attempt to master a new routine. So many of those mommies look forward to getting out of the house and taking a stroll through the store in those first months as they acclimate to life with a new baby.

It can be a stressful time for these potential new customers as they balance a busy new homelife. Beside new clothes or accessories, how about introducing her to the ‘Mommy Club’ for some private time with her baby, perhaps for nursing, or to just take a 20 minute nap to re-group?

Young moms need all the help they can get, and they represent a substantial customer base for growing a business. Offering a private room or respite lounge to pull themselves together is a brilliant way to understand who is shopping in your store. Imagine all the things you can cross promote to this captive audience as they slip into relaxation… anything from beauty to apparel to babywear.
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Put the Mommy Club near a convenient and secure space, such as the credit office or near fitting rooms. Create a dedicated space for these young mothers who just want to look good. Make these moms feel welcome. They have money to spend, and will return to shop in your store and, perhaps, rest a bit in the Mommy Club.

Enticing Stylish Culinary Creatures into Your Store

Some department stores in mid-to-large scale markets have mastered the food and fashion experience, while many stores in smaller markets don’t know where to start and are at a huge disadvantage without a food offering. Let’s face it, food and fashion are a stellar duo to help identify new potential customers and romance the existing ones.

The retailer has so much to say with promotions, events, new arrivals, and product launches. 

​It’s a never-ending mission to get the word out that they are a lifestyle authority. Food and fashion will always be a golden ticket in creating excellent introductions to build and cultivate a clientele.

Creating that basic food offering doesn’t necessarily mean retailers need to operate a full-service restaurant in their stores. It can be as simple as partnering with a local bakery or opening a snack or dessert bar with a small selection of signature dishes.

Food, like fashion, gets people excited. And, if stores can find and equation and manageable formula to create a basic restaurant feature, they could drive more daily traffic and get repeat customers into their store.

Creating a New In-Store Experience With the Internet Lounge

The integration of online shopping with the in-store experience is revolutionary and beginning to happen in the way of store apps giving consumers the option to reserve online inventory in the store. This concept can be leveraged more effectively with an “Internet lounge.” Without taking up too much square footage, the dedicated space would be in a prominent location in the store, with a rotating selling staff of 2-3 associates to attend to customers shopping online in the lounge. Interactive digital screens and trend visuals would help the shopping process. Pre-booked fittings rooms with the client’s style and budget preferences would be the main offering.

Also included in the experience, a schedule of exclusive online promotions in the store, along with product demonstrations will help build the sale. Much like an airline preferred client lounge sans food and bar service, the internet lounge could help build loyal clientele, creating the greatest new designated launch pad the store has ever had.
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As store management continues to be challenged with finding new customers, keeping the old ones happy, as well as dealing with the beating drum of internet sales, enhancing service and store offerings doesn't have to require papal permission. It does require, though, support from visionaries at the top, a detail-oriented store manager, and a responsible and capable sales team to help facilitate. Stores can once again be a destination for life’s moments and occasions if the store can relate to their customers in more ways than one.

Read part one of Jerry's in-store Customer Experience blog series, "Talent Matters: The Convenience Culture and Sales Excellence in the New Age of Retail."

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Schedule a Consultation

​Are you interested in learning about other creative and cost effective ways to nourish relationships with your customers, build brand loyalty, and increase traffic in your store? Contact customer experience expert Jerry Talamantes at Jerry@remodista.com to schedule a consultation and discuss strategic ways to reach the people in your market.

About Jerry Talamantes
As a corporate communications manager for Dillard’s from 2011 to 2015, Jerry Talamantes managed communications to stores, sales training programs and corporate events. It was during this period that Jerry’s talent for sales education and experiential marketing flourished. In addition to communications to stores, Jerry was responsible for managing sales training programs and the launches of the chain’s ‘shop in shop’ concepts for brands like Eileen Fisher, Polo Ralph Lauren, Lilly Pulitzer, Michael Kors and Nicole Miller Artelier.
He would eventually work as the Director of Retail Development for Nicole Miller Artelier. After returning to his hometown St. Louis in 2016, Jerry became the Marketing Manager of St. Louis Magazine. Jerry is currently the Agency Director of Menagerie/ MFore Models, a commercial real face agency in St. Louis, Missouri.
In his 35 year career in the retail industry, Talamantes considers some of the best years as when he was a young sales specialist, selling Chanel accessories at Saks Fifth Avenue, and later as a personal shopper for Neiman Marcus.