Being a car guy, I found PSFK's article on how Rolls Royce uses customer experience to differentiate themselves interesting. Naturally, selling 3,600 cars a year allows an increased level of service that millions of shoppers a week doesn't. But, in this age of increased competition, a focus on shopping experience is critical.
Differentiation within product selection and in-store environment is a challenge for retailers across all channels. And yet, I am amazed at how many retailers ignore the first and last touchpoints with customers. These arrival and departure moments are key opportunities to set expectations and end on a positive note experience.
A Rolls Royce owner doesn't buy a Rolls for driving pleasure. It is a symbol of status and stature. As one RR executive explained in the article, "that feeling an owner has when they turn up somewhere...and also when they leave, is a critical differentiator of the brand."
How are you leveraging arrival and departure moments to enhance your shopper engagement? These are bookend opportunities to reinforce a return. And really, is there a better way to influence shopper behavior than providing a positive end to their shopping experience?