A positive customer experience will attract people back to shop with you time and time again, with a friendly in-store greeting being at the heart of their visit.
Two-thirds of customers rate an employee greeting as having a “significant positive impact” on their shopping trip, according to a study by the University of Stockholm. The research suggests it leads to increased purchasing due to the customers’ enhanced sense of “personal importance”.
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Improving the customer experience
Of course, the customer experience begins before they even enter your store, as first impressions count, so if your exterior isn’t up to scratch, they may not come in at all.
A massive 90% of consumers say an untidy, dirty or generally tatty shop exterior will instantly give a negative impression of the store, which may deter them, according to statistics published by Precision Facilities Management.
The public area immediately outside your door, the foyer and shop floor are all part of the overall retail experience and help people to form a first impression. You may have the best goods in town, but if shoppers aren’t coming in due to uninviting premises, it won’t matter how great your wares are.
An inviting store entrance is the first step to attracting attention, with automatic shopfront doors and the layout being a major consideration. Automatic doors are the preferred choice for many retailers, because they enable accessibility for everyone including customers with disabilities, elderly people who can’t manage a heavy manual door, families with pushchairs and people laden down with shopping.
They eliminate subconscious barriers that may deter customers and in aesthetic terms can also make your premises look smart, as they can be branded to your business and customised to meet your needs.
Once customers are interested enough to come inside, it’s up to you and your employees to make them feel welcome and valued. Make sure the premises are clean, uncluttered and visually appealing and then ensure a member of staff is on hand to provide a warm welcome.
Power of positive body language
Communicating with body language is an important part of your employees’ skills and a proper greeting will make customers feel you value their presence from the outset. This means they’ll be more likely to stay longer and come back again.
The benefits of training an employee on how to interact with the public are significant. For example, greet a customer within 30 seconds maximum, because if staff don’t look up as someone walks in, this makes visitors uncomfortable.
The golden rule of greeting someone is to smile! A bored expression while gazing out of the window gives a terrible impression. Staff who chat among themselves and don’t acknowledge people are also a pet hate, as customers dislike employees who “think the store is a social spot to make friends with other staff”.
An employee should fully engage with a customer, making eye contact and speaking in a friendly manner to make a connection. Personalise greetings by introducing yourself, setting the tone for their in-store experience. Help them find what they’re looking for, being helpful without appearing pushy.
Build a relationship through friendly small talk without being intrusive. Your opening line matters, so if it’s raining outside, welcome them warmly with a smile, mention the terrible weather and say you hope their day is going well aside from this.
Keep the chat real and authentic and never overly scripted. No customer wants to feel like you’re just going through the motions, so being genuine is crucial. Listen carefully to their responses and respond appropriately.
Consistency is also important, so encourage employees to recognise returning customers and acknowledge them personally. Even if they don’t buy anything, it’s still important to meet and greet them and say goodbye when they leave.
Seasonal greetings
You can also adapt your store and greetings in line with the seasons. For example, if it’s Halloween and customers head for the ghoulish fancy dress aisle, an employee can joke “Hope you have a spooky time!”
If customers are Christmas shopping, a simple, “Are you looking for a gift?” can open up a conversation, as they may respond by telling you what they need, so you can show them the appropriate gift ideas.
It’s all about keeping it real and making the customers feel genuinely valued.