Have you read C.B. Whittemore's "Flooring the Consumer" blog yet? Whittemore bills the blog as one focused on, "improving the store experience, particularly in flooring," but believe me, she always has some great insights that are applicable to the majority of retail situations. For example, in a post from a few days ago Whittemore laments the sad state of Wal-Mart, its stores, and its relative indifference to the customer experience, particularly in relation to Target, who has gone to great lengths to keep their own megastores fresh, attractive and inviting. Rather than create a to-do list for errant companies hoping to find their way back to delivering positive customer experiences, Whittemore instead delivers a top-12 what NOT to do list:
- Don't allow your stores to become dingy, un-cared for, dated or unpleasant.
- Don't create an environment that burdens your consumer.
- Don't become complacent and think that good enough is OK.
- Don't fall in love with expansion and lose sight of existing stores and customers.
- Don't understaff your stores.
- Don't focus completely on being the lowest priced retailer.
- Don't be a schmuck.
- Don't lose touch with the marketplace.
- Don't have tunnel vision.
- Don't ever underestimate the power of quality, convenience and customer service.
- Don't ever alienate your core customer base.
- Don't wing it!
Tags: marketing at retail, in-store marketing, store experience