RETAIL OPERATIONS

PersonaliSed Customer Experience

  • Creating a customised in-store experience to enhance the overall customer shopping experience
  • Product recommendations and promotions are specifically tailored for each customer depending on their profile
  • Enabled by a strong customer database and robust data analytics capabilities in order to gain customer-specific insights

INCREASED IN-STORE ENGAGEMENT

  • Increasing in-store engagement by delivering a more interactive shopping experience

  • Achieved through providing multiple platforms or touchpoints that allow customers to engage with products and/or the brand

  • Stores may also adopt self-service setups that enable customers to readily access product, brand, and store information

  • Customers are empowered to create their in-store shopping experience by selecting preferred touchpoints for interaction

  • An example of such platforms are lifestyle or entertainment hubs, in which services such as entertainment and food & beverage are integrated into the retail stores

Move towards consultative selling

  • Shifting from a one-size-fits-all selling approach to a consultative approach: requiring Sales Associates to be “needs-focused” rather than “product-focused”; and selling to customers’ needs rather than promoting a product
  • Enabled by capitalising on data analytics insights to understand customer profiles and tailor recommendations 
  • Enhanced by adopting technologies to reduce volume of manual work required of Sales Associates, freeing up more time for selling activities

Integrated, real-time systems

  • Integrating Point-of-Sale (POS) system with all internal systems and ensuring that information across all systems are amalgamated and accessible through a single point
  • Systems should comprise real-time functionality to ensure information reflected is accurate and up-to-date, such as latest promotions and stock availability, in order for store transactions to be performed
  • Integrated systems also enable easy access to the latest CRM activities and customer information, such as customer profile and past purchase history, which allows Sales Associates to construct targeted sales conversations
  • An integrated system will create a more robust database to support data analytics activities, allowing insights to be synthesised across multiple points of view and avoid information silo

Data-driven sales strategy & approach

  • Establishing robust data collection policies and implementing supporting infrastructure to build a strong database for data analytics (examples of data include store traffic/ footfall, customer conversion, customer demographics) 
  • Utilising insights from data analytics to develop the sales strategy and guide informed decision-making; Sales Associates should utilise data insights to make informed and targeted sales conversations
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