What happens when you don't invest in your retail customer experience?
I was wandering around my local mall recently, killing time as I waited for my daughter to finish her Saturday gymnastics class nearby.
I stumbled across a Sunglass Hut.
I don't need sunglasses, but I've been considering buying a pair of Ray-Ban Meta Glasses.
And low and behold, the store carried them!
Excitedly, I try them on to see how they look and feel on my face.
Not bad! A little bulky, but acceptable.
Then I click the little button on the arm to try and experience the glasses' AI features and...
... nothing happens.
I asked the salesperson, "Can you please help me with this demo?"
And she replies, "I'm sorry, the demo is down."
Keep in mind that this is a relatively new technology... and the glasses aren't cheap.
Understandably, I wanted to see how they worked and if they were worth the money before I pulled out my credit card.
But the demo was down, and the (very nice) salesperson didn't know how to fix it.
So I left without making a purchase.
This sort of thing happens all the time.
But it's often the result of companies failing to invest in the in-store experience.
In my Meta AI Ray-Ban example, why invest in a large display and a demo station, but not ensure all staff is properly trained on how to run it (and fix it, if needed)?
Why doesn't the store have an internal helpline that staff can call to get the demo station up and running ASAP if it goes down, knowing that missed demos will likely result in missed sales?
Retailers often rely on well-placed, attractive product displays to make their sales.
But in an age where it's faster, easier, and often cheaper for customers to shop online...
... brick-and-mortar retailers need to invest in enhanced customer experiences to make a trip to the store worth the customer's while.
Sometimes that means constructing elaborate showrooms, building entertaining displays, and featuring the latest technologies to WOW! customers who enter your store.
But sometimes, it's as simple (and relatively inexpensive) as ensuring your demos are working and your retail staff has the support they need to make the sale.
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