Top 3 tips for better in-store experiences through data

Over the past year several studies have underlined the importance of online customer experiences; at the same time, many experts have posited that the in-store and online customer experiences need to gel. One expert weighs in on how brands can improve the customer experience.

Kristina: Are retailers doing enough with data while shoppers are in their stores?

Gary Ambrosino, CEO of TimeTrade: Retailers today can be utilizing their data more wisely while shoppers are in the store. Retailers should be using an analytic tool that gives store managers and C-level executives a very clear, holistic picture of what has driven the customer into the store, then measures a customer's in-store experience, including his or her service with an individual associate. Did the customer receive prompt service? Was the customer informed of possible wait time? Was the store associate knowledgeable and helpful? Was the customer satisfied with his or her experience from inquiry to check-out? All this data gives the retailer useful information on how it can improve operations and ultimately increase store and brand loyalty.

Kristina: Several studies have pointed out the need for a good customer experience; how can brands ensure their online and in-store experiences are good for shoppers?

Gary: Through TimeTrade's own primary research, we have found that consumers use online resources to research products and use the in-store experience for final purchase decisions. Smart retailers today are aware of this changing dynamic and are converting online inquiries into high-value, in-store visits. Once in the store, prompt help from the right associate is key, as 90% of consumers are more likely to buy when helped by a knowledgeable associate. Making sure there is consistency and a logical path to purchase across all channels will enable a quality experience for shoppers.

Kristina: What are your top 3 tips for retailers to use data to create a better in-store experience?

Gary: Today's retailers should use data to provide prompt service by capturing what time and location is convenient for the customer, then guaranteeing that the customer will be helped at a specific time and that he or she will receive 100% attention. Retailers should also use customer data to provide the right knowledge, as in capturing why the customer is there and what he or she needs, then providing a knowledgeable associate that can provide the right help. Store managers and associates can use customer data to collaborate resources and schedules, and make sure that every customer is receiving prompt service with the right help and store traffic is flowing appropriately.