Improving Your Customer Experience

SCORE ExpertAnswers

Pam Danziger, a retail consultant/author/speaker and the author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience shares exclusive tips to improve the customer experience.


Q: What three things do you look for first when you visit a store as a researcher?

I take in overall window display and what’s there to greet me. It’s just like when you walk into another person’s home—what draws me from outside and creates an ambience that makes me want to stay and explore? Then there’s the human greeting; nobody likes “grunt” answers or forced smiles. And the store layout is important to build curiosity and encourage shoppers to move from one area to another.

Q: What are some effective ways to attract customers and keep them coming back?

One way is to have special events and features. For example, several high-end retailers started short-term rebate programs where customers received 10 to 20 percent back on their purchase, but they had to use it within a month. That got customers to return to the store a second time, where they likely spent much more than the rebate amount. Simply rearranging your merchandise can also make a difference because it changes the customer experience.

Q: How can the luxury retailer survive the recession and emerge poised for future success?

A slow time is good time to plan. Marketing is about rubbing shoulders with customers and working with them face-to-face. If you don’t have a customer list, put one together. If you do have one, use it to reconnect with your customers. Look into email marketing and other ways to enhance your interaction with them.


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About the Author

Pamela N. Danziger is a nationally recognized expert specializing in consumer insight research and the president of Unity Marketing, a marketing consulting firm she founded in 1992.

Advising such clients as Cartier, PPR, Rémy Amerique, Waterford/Wedgwood, Stearns & Foster, Prudential Fine Homes, Baccarat, The World Gold Council, The Conference Board, and American Express, Danziger taps consumer psychology to help clients navigate and master the changing luxury marketplace.