How to deliver better customer experience

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Matt Newell explains how to deliver the shopping experience your customers want


Want to drive more sales? Whether you’re a bricks-and-mortar retailer, an e-commerce store or a service-based business, these video will help you understand your customers’ mindset and create a retail experience that suits them.


In these four short videos, retail strategist Matt Newell, of The General Store, explains why it’s important to understand your customers’ objective: Are they task-driven? Or in leisure mode?


Once you know that, you can tailor your store layout, website UX and customer experience accordingly.


As the founder of The General Store, Matt has worked with some of Australia’s largest retailers – from The ICONIC to BCF and Supercheap Auto.


WATCH: How to boost customer experience

First up: Instalment 1: Understanding 'task mode' and 'leisure mode' shopping

A key aspect of any customer experience strategy is identifying whether your shoppers are in ‘task mode’ or ‘leisure mode’. In other words, are they there to buy something specific? Or are they just browsing?


“Think about it this way,” says Matt. “Sometimes people like to shop – and sometimes they like to go shopping.”


If your customers are task-focused, they want to get in and out of the store quickly, and a service that’s efficient and seamless. If they’re in leisure mode, they’re happier to linger and enjoy the experience.


A grocery store is a good example of a retail experience that tends to be task-focused, while a fashion store or beauty hall may be the type of shop in which customers prefer to linger.


WATCH: How to boost customer experience

Instalment two: How to deliver a great customer experience for shoppers in task mode

Customers in task mode want to buy a product (or book a service) as efficiently as possible.


In bricks and mortar stores, chatty staff or large in-store displays will only frustrate task-focused shoppers. Instead consider: 


  • A store layout that favours straight, clean lines, which give a sense of speed and efficiency
  • Clear signage
  • A seamless, efficient checkout process (no queues)

 Online, it’s a matter of making it as easy as possible for customers to find the product they want and purchase it. This means efficient navigation and a speedy checkout process. Ultimately, retailers should aim to offer ‘one-click checkouts’ where sites can remember customer details, like their address and credit card number; this will make checkout even faster and more frictionless. 


WATCH: How to boost customer experience

Instalment three: How to deliver a great customer experience for shoppers in leisure mode


Customers in leisure mode may not be searching for a specific product; instead, they may be browsing or enjoying the social aspects of shopping.


For these customers, it’s all about catching their attention and imagination and creating a sense of excitement around the product.


Bricks and mortar retailers might consider:


  • A store layout that favours curves to give a sense of leisureliness
  • Soft lighting or music
  • In-store displays or product sampling
  • Storytelling, in the form of displays, that give more insight into the product


Online, retailers might look at the ways in which they use social media to capture customers’ attention or beautiful visuals that tell the story of the brand on the home page.


WATCH: How to boost customer experience

Instalment four: The 5 key elements of any customer experience


Regardless of whether your shoppers are in task mode or leisure mode, there are some elements of the customer experience that you should always consider:

  • Attracting customer attention (or crossing the ‘lease line’ in a physical store)
  • Arrival at the store
  • Navigating to the product
  • A unique and memorable brand experience
  • A seamless checkout

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