American Red Cross

American Red Cross

IMPROVING THE RETAIL EXPERIENCE

SUBMITTED BY:
Siddharth K. Mehta
Associate Consultant


EXECUTIVE SUMMARY
Even with all the money spent in handling the communications around a brand, so much of a consumer’s intellect of a brand comes through the retail experience. This is particularly true in a retail environment where ensuring brand and retail consistency can be more stimulating than with the manufacturing of products. The entire sense of the retail store strengthens the brand’s image of friendly, easy-to-use and stylish computer.

Retail today has changed from selling a product or a service to selling a hope, an ambition and above all an experience that a consumer would like to repeat. Whether you call it customer service, customer experience, good selling habits, or simply doing the right thing, in retail you are only as successful as your last customer interaction. Lack of recognition as an industry creates challenges for the retail sector in many ways.
Creating a powerful retail experience begins with a commitment to consistency. It begins with an understanding of what the brand is intended to mean. It begins with a gratitude for how the brand meaning should shape the retail experience. It begins with the consciousness that for retail brands, the retail experience is very much the brand experience.

It is always useful to have better customer insights, which will help to target the appropriate market segments. Program strategy then can be defined to improve the Retail Experience and finally through Advance Measurement techniques, we can measure the performance of how much we have improved upon the Retail Experience.


RETAILING
“Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply-chain. A retailer purchases goods or products in large quantities from manufacturers or directly through a wholesaler, and then sells smaller quantities to the...

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