Making customers feel a strong connection to a brand goes beyond just good prices. It’s about connecting with people’s emotions. But how can stores make this happen in a way that sticks? The secret is getting customers physically involved.
Giving customers the ability to do things in a store which doesn’t involve just shopping, like participating in events and building a remarkably different experience. It is about creating strong memories, memories that will one day be the catalyst for action. In a way, it becomes retail ‘muscle memory’. Rather than being about the muscles in our bodies, it is based on the idea that people remember what they feel, and therefore they will keep coming back because of it.
There are several ways that retailers can use technology to create these engaging experiences. From interactive displays that respond to the touch, creating a more tactile connection, to augmented reality that allows customers to visualise products in a personal space, technology bridges the gap between the store and the shopper’s imagination.
Long term commitment
Of course, for something to become ‘muscle memory’, it must be built up over time through repetitive action. The same applies to the retail experience. Those looking to cut corners or simply seek a quick result may be disappointed. Retailers must view it as a long-term commitment, plotting consecutive journeys for customers which reinforce their positive association each time.
An instant connection with a retailer can happen. But once a customer has been initially hooked, careful consideration must be demonstrated to keep them coming back and upping the levels of satisfaction. Clearly, for ‘muscle memory’ to form, brands must create meticulous strategies which uphold messaging and consistency; only then can familiarity begin to crystallise.
Evolving tech
The good news is that developments in technology have offered new ways for brands to connect with expectant customers. Vivid digital signage can grab attention and become synonymous with a particular name, while thoughtful sound design can immerse visitors and stir deep emotions.
Reliable mobile apps can also provide convenience around the browsing experience and immediate access to a retailer, allowing ‘muscle memory’ to activate when reaching for a smartphone or laptop. Before a customer realises, a reflex to select the brand without thinking has already formed.
An omnichannel approach engages with customers through multiple digital and physical touchpoints, creating a flowing journey that retains important data and personal preferences. However, it must be done seamlessly to build ‘muscle memory’; it’s no good decking out a store with the most futuristic range of self-checkouts, mobile apps and in-store browsing touchscreens if they don’t operate concurrently. As a result, customers may not return if their experience is a confusing one and your opportunity to build a prolonged relationship has failed before it’s even started. Before bringing new tech to the fold, careful strategising for the sole needs of your customers is critical.
Centralising the customer
So you have committed to the project and invested in the technology to provide it. So what’s next? Fortunately for retailers, this is where they get the opportunity to step back from the process and let the customers take charge of the experience.
This is the critical part of the process in achieving ‘muscle memory’. Customers need to be physically involved in the process so that they become the heart of the story. By getting customers physically involved, retailers can create tangible memories that embed the brand into the customer’s mind. Such involvement transforms mundane shopping tasks into larger, more memorable experiences. Customers don’t come for the destination; they come for the experience. And rather than coming to watch the experience, they need to be a central part of it.
Overall, consistency and the latest technology are the tools that make these engaging stories possible. By using technology to consistently create a hands-on shopping experience, stores can ensure that customers don’t just remember the experience but also keep wanting to come back for more. It means they start to feel a sense of familiarity and comfort with the store, leading them to return time and again.
The bottom line
To resonate with a customer akin to ‘muscle memory’ is arguably the pinnacle for any retailer. When trusting and purchasing from a particular brand becomes a reflex, an attachment is formed. But retailers must prepare for this goal correctly, understanding their customer base and weaving in a variety of meaningful tech, both online and offline, across an extensive strategy. Only then will ‘muscle memory’ become established and retailers can begin to reap the many rewards.
Authored by Daniela Caravaggi, Customer Experience Manager at M-Cube
