Improving Retail Customer Engagement Part II
Connection
Relationship
Conve
rsatio
nComposure
Commitm
ent
Retail Relationships
– Walt Disney
“Do what you do so well that they will want to see it
again, and bring their friends.”
2
Course Objective:
Business Objective:
To learn and practice a simple, tried and tested
methodology for improving retail customer engagement.
To increase current conversion levels to over 15%.
To provide a remarkable customer experience.
To increase repeat business.
3
Retail Relationships Methodology
Connection
Relationship
Conve
rsatio
nComposureCom
mitmen
t
4
Day Two:
3. Composure !Learn how to keep a customer spending in your store based on the relationship you have built with them.Understand how to keep your connection with them to explore other purchase options.Practice handling difficult behaviours from a customer who is disappointed, complaining etc
4. Commitment !Learn how to keep chatting and stay engaged throughout the purchase process.Explore ways of inviting customers back to your store.Discover different ways to collect customer contact details to continue the customer experience.
5
Retail Relationships Methodology
Connection
Relationship
Conve
rsatio
nComposureCom
mitmen
t
6
What does ‘staying present’ mean to you?
7
Composure Stay present and keep them spending
What options do you have to keep a customer spending? !
Anything else that catches their eye? What else suits them? What else matches?
Popular items? Special offers?
Birthday presents? Treating themselves?
An occasion coming up? Pay day?
!What what other suggestions could you use?
!Tip: Remember to use the hooks you’ve already heard.
8
CKeep ‘em spendingThey want item
What is empathy and why is it a key part of retail relationships?
9
Composure Keep exploring to open up other purchase options
10
Don’t have in stock
They don't want item
C
C
Empathy response and
Explore other options and/or
Find alternatives (e.g online)
Explore other options and/or
Back to conversation and/or
More probing questions & active listening
Tip: Maintain the relationship first, then keep the sale.
Composure How would you deal with these behaviours?
11
Complaining
Disappointed
C
C
What other behaviours might you experience in your store?
Distracted
C
In a rush
C
What will you try out or do differently now?
12
Retail Relationships Methodology
Connection
Relationship
Conve
rsatio
nComposureCom
mitmen
t
13
Commitment Keep interested, even during the payment process
C YOU
Once all the selections have been made, keep showing an interest in the customer.
!Refer back to your common ground, or revisit the
things that interested them the most. !
Remember to take their details so that you can offer them more of what interests them.
!Invite them back into the store for a reason that is
relevant to them.
14
££
What will you try out or do differently now?
15
Improving Retail Customer Engagement
Connection
Relationship
Conve
rsatio
nComposure
Commitm
ent
Retail Relationships
Thanks for attending
We’d love your fe
edback