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Latest news and insights on consumer behavior in the offline world

Customer Service as a Tool to Foster Brand Loyalty

Posted by Rolando Kahn on 7/24/15 12:22 PM

Great customer service creates trust and brand loyalty

Maintaining customer loyalty is the fuel to a successful business. Part of this process means creating appealing product displays and effective floor plans, or branching out into both online and offline retail, but what’s equally important is the value of great customer service. Navigating the retail world is as challenging as it is exciting, and with proper training and research into your specific market, the speed bumps on the road to success will become noticeably less daunting. Here’s how to use customer service to kick your brand loyalty into gear:

Consistent Training
I have both seen and experienced as a salesperson the lack of training and knowledge on the sales floor [let’s just say I make a better writer than a salesman]. It’s easy to overlook proper and consistent training in retail due to the constant flow of visitors that demand full-throttle selling, but when done correctly, it can often generate inadvertent opportunities. An article from Time states that proper employee training allows brands to compete on price and service, and even reduce turnover in the workforce. Less turnover means more knowledgeable workers, which in turn fosters great service and enables more competitive pricing. So get the most out of your sales staff by investing in their training and education on your offerings. After all, knowledge is power.


Nurture Already Loyal Customers
Remember to reward those people who are already shopping at your store! Returning customers can help gain new shoppers because they’re already engaged and can spread the word about their awesome experiences in your store. Think about what you’re doing, or what you can do, to keep these consumers coming back for more. Driving Retention’s article “How to Keep Loyal Customers Loyal” mentions creating open dialogues between the brand and purchaser through follow-up surveys, email, and face-to-face communication (such as greeting them at the door and thanking them when they leave). This will increase the feeling of importance in your audience and therefore build emotional attachment to your brand.


Unique Brand Angles
Getting your customer in the door for a product is good, getting them to stay for the experience is true excellence. You want your brand to stand out among competitors, so strive for a unique brand identity that fans and followers can connect with. Take women’s fashion retailer Tory Burch, for example. The company made Entrepreneur’s Top 25 Innovative Consumer & Retail Brands for its unique “boho-chic” style, and has positioned itself as one of the top women’s retailers in the world. Because the brand is confident in how it showcases itself, it ultimately makes shoppers more secure when purchasing an item. In other words, know how you want your brand to be seen by consumers and consistently take action to reach that brand image.


Study Data
Access to technology has made it exponentially easier for brands to understand not only their customers, but the enterprise itself and how they conduct their business. For example. businesses can employ the SoleSensor at queues and registers to monitor how long a shopper was waiting in line to determine staff efficiency. Using the floor sensors at store entrances also enables better staff scheduling by viewing how many impressions were made on the sensors at certain times of the day. Whether you’re applying the SoleSensor or another form of IoT, using technology to your advantage in this new digital era can unlock enormous opportunities for brand loyalty and repeat customers.

The world of retail is changing, and business leaders must diversify along with their industry. Technology is creating a more informed consumer, making it difficult for brands to connect and maintain the relationship. All is not lost, however. Brands who continually educate their employees and provide them with motivation to succeed in the workplace will no doubt see results in the numbers, as well as the efficiency and culture of their store.


About Scanalytics
Scanalytics is among the top 10 fastest growing “Internet of Things” companies, measuring human behavior insights through intelligent floor sensors. The SoleSensor platform translates consumer foot traffic into actionable data through a dashboard interface for real-time and historical viewing of trends in physical spaces. Using the floor sensor technology, brands capture and analyze occupancy, traffic patterns and engagement times to increase conversions and improve ROI.

With over 10 million impressions to date, Scanalytics has deployed SoleSensors across the United States, Canada, Mexico, Europe and Southeast Asia. Learn more at: www.scanalyticsinc.com.


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Topics: Industry News, Related Industries