Mobilising teams around the customer experience
During the height of the pandemic, the retail staff managed the unexpected: inventory, new health and sanitary regulation and customers. When normal trade returns, it is imperative for retailers to enrich and personalise the customer experience. The shorter aim is to encourage a boost in trade, but a longer-term reward is only earned by a customer-centric management strategy. After reopening stores, how can retailers help their staff move to become customer-centric rather than product-centric, as Thomas Husson, Senior VP Analyst at Forrester suggests, (quoting Marc Cuban, Director of Customer Experience and Marketing at Volkswagen)? “To become customer-centric instead of product-centric, you must put customers first. To achieve excellent customer service, employees must embrace the brand on a daily basis.”
In the immediate term, all staff like cashiers, order pickers and store managers must be rewarded and appreciated. The strong social role of e-commerce websites managers has unexpectedly emerged during the crisis. As part of the unavoidable restructuring caused by several months of closure, retailers are keen to retain their in-store sales force. This is the case for Burberry, the brand that built its reputation on the unmistakable Trench coat. The company (turnover €3.02 billion, 465 stores in March 2020) announced a reorganisation across 5% of the…
Other articles in this issue
Post-COVID-19: mobilising teams around the customer experience
- Omnichannel: “our staff transform the business with us”. Exclusive interview of Ludovic Holinier, C.E.O of Cora Group.
- Best Buy transforms 25% of stores into a ship-from-store hub
- The U.S.A. Renewed mobilisation to find alternatives to plastic bags
- Meals at home. Retailers join forces with new players to conquer a new channel
- Europe. 2025: the great leap forward for electronic payments
- Will selling by live video in China emerge as a new sales channel?
- Saudi Arabia. Al-Othaim Holding aims for a stock exchange listing for shopping centres
- China. The future is in smaller and local community stores
- The world’s retailers rethink post-COVID-19 store portfolios
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