Today, I’m sharing articles that look at the bigger picture. They all address retail issues from a strategic perspective. Sure, it’s important to talk about execution and specific tactical initiatives. But, ultimately, all of that has to be driven by a strategy, built on a holistic view of the market.
In other words, you’ve got to see the forest through the trees!
Retail Customer Experience
This article does a great job articulating the complexities of modern retail–that consumer trust is at an all-time low. It’s really hard to craft customer experiences to “wow” people, especially in your stores. But, it can be done with the right approach (and the right infrastructure).
I particularly like how the author breaks down this problem from both the customer’s perspective and the salesperson’s perspective.
The system is just broken for many retailers. Much of this is an employee training issue. But, at the core of this issue is the need to empower employees with the right information and the right time, so they can provide that exceptional experience.
Redefining Customer Loyalty
The Millennial generation is redefining what it means to be a loyal customer. As a retailer who wants to build an army of loyal customers, you should probably know how that’s changing. This article dives into that shift, including an interesting Richard Branson anecdote.
This article isn’t going to give you a defined strategy for transforming your customer loyalty program. But, it’s helpful to see how things are changing from a macro perspective.
In Support of Brick-and-Mortar Stores
Steven P. Dennis warns retailers, in this article, that abandoning or minimizing your brick-and-mortar strategy may be shortsighted. There’s a lot of hype about how eCommerce is going to make physical stores obsolete. It can be pretty overstated. This is a short, to-the-point perspective on why you need to improve your brick-and-mortar strategy–not kill it.