The Importance of Customer Experience

It has been my observation that offering a unique customer experience is the special secret to keeping a company afloat. Since there has been a trend towards experience oriented shopping, it is crucial for companies, especially retailers, to center their business around more than just the products or services, but on the entire shopping experience. Companies are trying anything to gain share of wallet in the state of a poor economy, and most customers agree that the key feature that urges them to spend is the experience.

The article Super Market by Ron Lieber gives a precise description of Central Market as an experience oriented grocery store. Lieber states that Central Market offers a family, educational, foodie, laboratory, and orienteering experience. I would definitely agree with Lieber. I find that Central Market is a fun place to just look around, and I hate going grocery shopping. In my opinion, Central Market has really done their research and learned that many customers dread going grocery shopping because it can be such a long, draining process. They have completely turned this “chore” into a fun experience for all types of customers. Central Market offers its customers a seating area, a café, and a much more open, less crowded feel. I have even had business school group meetings at Central Market because it offers an area to work that does not have to be so quiet. It pleased the group members because it offered an escape from the monotony of the library. We could grab a snack if we got hungry; we could people watch if we needed a quick break from working. I felt that the group was much more productive when we met at Central Market. Obviously, this reiterates the fact that Central Market’s idea of offering a unique grocery experience has definitely worked in their favor.

A few other stores that I believe offer a unique shopping experience are The Apple Store, Bass Pro Shops, and IKEA; however there are many other retailers that also provide a great customer experience. First of all, simply the look of The Apple Store is very appealing to customers. The clean lines and sleek color palette make the store attractive to the eye. It is also great to be able to try out every Apple product right there in the store. Customers are able to get online, check their email, and listen to music in the midst of their shopping trip. The Apple Store also has extremely knowledgeable employees onsite to help with any troubleshooting or customer service problems their customers may have. The Apple Store even has a section for the kids, so they can get on the computer and play a game while Mom and Dad get what they need. Bass Pro Shops is another retailer that truly understands the importance of customer experience. The large displays and scenery of the stores makes it an experience in itself. Then there is the huge array of products. Finally, the ability to cast a lure into an actual tank before purchasing puts the icing on the cake, if you are a fisherman anyway. Finally, IKEA is a destination store that works to make sure the customers have a fun experience while shopping for furniture. IKEA has a complete dining area in all of its stores serving anything from coffee and donuts to meatballs. This is perfect for the mom who wants to shop and the dad who wants to eat with the kids, or vice versa. The actual process of shopping at IKEA is also very unique. The customer simply walks around the store with a brochure of all the products and check what he or she wants to purchase. There are also many types of help in the form of maps, telephones, and people, so that the customers can find exactly what they are looking for or get any other questions answered.

As you can see, many stores are currently transitioning their services to accommodate for the trend towards a total shopping experience. However, there are many retailers who have fallen short on satisfying this need and I believe that these will be the companies that collapse in the midst of a tight economy.