May 22, 2014 By Charlie Isaacs

Why Brick-and-Mortar Stores Need to be Better Than Online Shopping

in Featured, Customer Service

It’s time to rejuvenate and reinvigorate Brick-and-Mortar stores so they are better than (or at least competitive with) the online shopping experience. Why you might ask? And how?

Let me tell you a tale of two iPad screen replacement scenarios. I had a small issue with my iPad screen; it was shattered.

Scenario 1:

I walk into the Apple store and Emily interviews me as I enter the door. She asks me why I am visiting the store today so I showed her my iPad. She gives me an empathetic look and tells me that I have two options: Try to fix it or replace it with a new one. I tell her that I’m interested in replacing it.

She sends me across the store to the “iPad area” and Bob meets me there and has all of the previous information entered captured by Emily. Awesome, I don’t have to repeat my information to Bob and he grabs a new iPad for me and rings it up for me right there on the spot.

Bob knew all of my account info because I am an existing Apple customer. It took me a few minutes to explain to them that I couldn’t live without my Logitech Keyboard so they showed me a couple of different keyboard options. I left with my new iPad Air somewhat impressed that I was in-and-out in less than 20 minutes.

Why was this a great customer experience?

I didn’t have to repeat my information (Emily saved, Bob retrieved).
My issue was handled by the appropriately skilled employee (Bob was an iPad expert).
My previous account history was leveraged for a fast checkout.

Scenario 2:

As I walk closer to the Apple store I receive a push notification that the iPad Air I was looking at on-line is in stock and my company discount works at that particular Apple store location. I’m guided to the store via a built-in mapping app. I walk into the Apple store and Emily greets me at the door with an empathetic look and says, “Hi Charlie, sorry about your iPad, loved your tweet but I’m not allowed to comment on our next generation iPad.”

All of my context had already been pushed to the cloud: The “shattered screen” tweet was already attached to my social profile as a case and next best activity options were queued up for Emily as I triggered the proximity beacon at the entrance of the Apple store.

Emily tells me that the iPad Air and the Logitech keyboard I was so fond of on my iPad 2 are available on the iPad Air. She gives me a price quote for both the iPad Air and the Logitech Keyboard, I accept the transaction, and am handed a bag containing the iPad Air and the Logitech Keyboard. The entire process takes four minutes.

Why was this a better than great customer experience?

An incredible offer “found me” after I had opted in. The offer guided me to the store.
My tweet was leveraged in my profile and this provided a more personal interaction.
Next best activity capabilities determined what would be a successful outcome for me.
The transaction was completed quickly with very little customer effort.

It’s Time to Get Cracking:

Brick-and-mortar stores, in the immediate future, will disrupt on-line experiences by adding a human touch and the convenience of near-instant gratification. Brick-and-mortar stores will become “fast-food outlets” for exceptional customer engagement resulting in optimal customer satisfaction.

All previous context and interaction data that resulted in a $900 Apple Store sale will be leveraged to dictate the next best activities for the next customer who shatters their iPad screen. An extremely positive interaction with the Apple store will provide valuable analytics feedback to facilitate the next consumer’s experience at that store. The time is now to leverage a solution that can help your brick-and-mortar store(s) connect to your customers in a whole new way.