Fashion
In the world of retail and service, the phrase “the customer is always right” has long been a guiding principle. Originally popularised by Swiss hotelier César Ritz, who is famous for the Ritz in Paris and the Carlton in London, this idea marked a significant shift in customer service. Back in the late 1800s, when consumer protection was minimal and “buyer beware” was the norm, Ritz’s emphasis on putting the customer first was revolutionary.
Today, while the core of customer service remains crucial, it has evolved beyond simply satisfying customer demands. In our modern era of blended physical and digital commerce, exceptional service is about more than just fulfilling requests—it’s about understanding each customer’s unique needs and providing a seamless and personalised experience at every touchpoint.
Despite the importance of a frictionless retail experience, one critical element is often overlooked: the store associates. Happy and engaged store associates are integral to providing a superior customer experience. As shoppers return to physical stores in increasing numbers, the role of store associates becomes even more crucial. They are often the difference between a memorable and forgettable brand experience. Therefore, equipping them with the right tools, software, and data is essential in today’s competitive retail landscape.
Here are four key areas where retailers can enhance customer experience through happier, more engaged store associates and unified retail systems:
The checkout process remains a pivotal touchpoint for retailers. Understanding and adapting to the diverse preferences of customers in terms of payment and checkout options is crucial. By offering ultra-fast transactions with optimised checkout flows, including rapid scanning and locally cached item and price data, retailers can ensure that customers complete their purchases quickly and efficiently. This not only improves the customer experience but also makes the store associate’s job easier and more efficient.
There’s nothing more frustrating for a store associate than struggling with a cumbersome point-of-sale (POS) application. A modern, refined user interface with intuitive navigation and clear information is essential. POS systems should feature familiar cart and checkout options that allow associates to focus on assisting customers rather than grappling with technology. An effective POS system enhances efficiency and contributes to a smoother customer interaction.
In today’s fast-paced retail environment, downtime is unacceptable. Store associates need reliable systems that support native offline functionality. This ensures that even if the store network experiences an outage or system instability, associates can continue to serve customers without interruption. A robust, offline-capable system is crucial for maintaining service quality and avoiding disruptions.
Knowledge is power when it comes to customer interactions. Utilising advanced customer engagement tools to access insights into a customer’s cross-channel purchase history and preferences enables store associates to offer personalised service. By understanding individual customer needs, associates can tailor their interactions, making each customer feel valued and unique. This not only enhances the customer experience but also makes the associate’s role more fulfilling and efficient.
Empower Your Team, Elevate Your Experience
The key to unlocking outstanding customer experience lies in investing in store associates and equipping them with the right tools and systems. Happy, engaged associates are more likely to deliver exceptional service, contributing to a positive and memorable customer experience. As the retail landscape continues to evolve, focusing on these critical areas will help retailers create a competitive advantage and foster lasting customer loyalty.
For more information: https://www.manh.com/en-sg
Written by Richard Wright, Managing Director, SEA, at Manhattan Associates
