March 29, 2016

From Engagement to Loyalty

What makes customers feel and revenue increase…

Initial Touch

The initial touch point with a customer is the most crucial part in determining whether the experience you provide will engage customers. It starts even before a customer steps foot into the store. In order to engage consumers, brands must know what their target market wants. Their shopping patterns and behaviour should be the focus and the goal is to improve shopper experience. The floor they walk though should ultimately inspire and trigger emotions to feel apart of a brand.

Desire for Experience

As a consumer and an individual we are always looking for more, we are constantly curious to the new and unknown. Due to the current saturation and noise of traditional media advertising and retail stores, individuals are becoming more selective and aware of where and how they shop.  All brands create a certain experience within their retail space; it’s all about the interiors from what, where and how the space is utilized to engage customer participation.  It mimics the brands DNA and personality so customers genuinely feel the message a brand is aiming to communicate.

Examples of Engagers

Retail stores like Neiman Marcus, Rebecca Minkoff, Bergdorf Goodman and even McDonalds are all delivering experiences to increase engagement from the brand to customer. Ranging from interactive mirrors with built-in outfit ideas to phone charging stations and customizable burgers, there is a particular point of difference for customers to visit their store compared to their competitors. It is not always impeccable service or the product that they provide, rather it is the experience that makes them want more. It’s making an individual feel a certain way. Rather than just obtaining the tangible good, they are taken through a journey in order to receive the product. Consumers don’t want to feel dissonance when they purchase a product and that’s when an experience that engages a customer will only confirm a positive purchase decision.

As more and more brick and mortar stores learn to incorporate detailed engagement with consumers by enhancing experiences, there will be a way to measure the quality of brand and consumer interaction within the store. Learning where shoppers go, how long they stay and the rate at which they return all will help you understand how best to create an experience that engages and creates loyalty and drives revenue. Kepler Analytics can help you, Aussie Retailers, take the first step on the path increasing customer loyalty and thus growing revenue.

__________________________________________________________________________You can follow us on twitter at @KeplerAnalytics, call us: 1800 300 892 or email us at: At Kepler we believe that privacy is most important. Secondly, understanding your foot traffic and visual merchandising is the start to bridging the gap between the physical and digital. Customer behaviour can help you see what types of communications are working. Linking your foot traffic to digital and traditional marketing campaigns will allow you to see how your marketing efforts actually affect sales. Our goal is to grow your Revenue! As always, do your research and use a solution that helps you achieve the goals of each new project.