South African retailers have a sophisticated store infrastructure in place that is modern, well-run and aesthetically pleasing. European shoppers would find it difficult to believe that they were on the Southern Tip of Africa. It is clear that our retailers spend a great deal of time and money on the “hardware” aspect of the customer experience but neglect the “software” or personal aspect.
A retailer’s only direct contact with its customers is through the store’s floor staff. They have a powerful impact on the customer’s in-store experience, whether it’s positive or negative. Every shopper has a customer service story to tell and the vast majority of them are negative. That is something that needs to change. Most consumer goods can be bought at a competitor’s store for very close to the same price. This makes it near impossible to generate shopper loyalty based on price.
A great in-store experience is worth as much as a quality product. I believe retailers need to place more effort on the development, education and training of their floor staff to ensure that they deliver the best service to every customer, at every opportunity. It is crucial that staff realize their integral role in the retail experience and the influence they have on customer experience.
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