Elevate the Retail Experience: Tips for Making Customers Feel Special

A bit of retail razzle-dazzle keeps customers returning

If you want to grow your business, you’ve got to sweep customers off their feet. After all, 92% of consumers say they’re more likely to make another purchase with a business after a positive customer service experience. That means the easiest path to success is by providing genuinely good service. Here are some helpful tips you can use to make that happen.

Train your staff to build rapport

Positive interactions with sales associates are the heart of an excellent retail shopping trip, so it’s important to teach employees how to build rapport with customers. A simple structure for customer interactions can help anyone, from new hires to team leads.

• Warm welcome: Start with a heartfelt welcome that doesn’t feel over-eager or pushy. Starting a genuine conversation with compliments like “those are cool shoes” or “nice shirt” can build a connection with the customer from the get-go.

• Dig into their needs: People buy when they feel understood. Train employees to ask discovery questions to identify needs beyond what a customer came in for. If someone is shopping for a 4K TV, they may need to upgrade their 10-year-old router, too. By understanding a customer’s situation, employees can offer highly personalized solutions that make customers feel special while also helping the business thrive.

• Ask for the sale: Train associates to ask for sales when they’re confident customers have what they need. It ensures the checkout process is frictionless and gives them more time to build up good feelings. 

• Thank them genuinely: Offer a warm “thank you” after the sale, and remind the customer that you’re there to help if they need anything else. This is also an opportunity to ask for feedback via satisfaction surveys.

The best part of this system is that you don’t have to invest much money to make it work. You simply put time into making it part of your store’s culture.

Put customer feedback to work

Implementing changes based on customer feedback is a powerful way to make customers feel special. When customers see your store taking their suggestions on board, they feel like their opinions are valued and respected—and that makes them want to keep shopping with you.

You won’t be able to—or want to—change to suit every single piece of feedback you get, but when you hear the same comments over and over, you know that’s something worth listening to. To that end, think of feedback as the key that unlocks the consumer psychology of your target demographic. You can use it to find the perfect pricing structures, products and store layout to drive success while making your customers feel like they matter.

If you’re new to the business and haven’t time to gather feedback, we’ve got you covered. Our guide on building retail spaces will help you craft a store your customers will love.

Implement a loyalty program

From 10-punch coffee cards to member-exclusive mega-discounts, practically every successful retail business has a rewards program. Considering that 70% of consumers see the programs as crucial to their brand loyalty, it’s easy to see why they’re a good idea.

Survey customers to see what memberships they’re a part of and particularly like. If customers frequently mention the same program, look into what that membership offers and provide something similar (or better). White label programs like Square’s Customer Loyalty Programme Suite allow retailers of all sizes to implement loyalty programs without a team of software developers working on the backend, so there are no excuses for going without one.

It’s up to you to decide what to include in your loyalty program, but there are plenty out there to use for inspiration. Standard perks include early access to product launches, discounts and enhanced rewards once a member hits specific milestones. Make your program customizable to the customer’s preferences, as a survey from McKinsey & Company found that 72% of shoppers expect the businesses they buy from to recognize them as individuals and know their interests. If you tap into that desire for individuality, you can make a lasting positive impression.

Double down on personalized offers

Personalized offers can be as simple as a birthday reward or as complex as discounts generated by behavioral triggers. There are hundreds of personalized offers to implement, so experiment to find what works best for your audience. If you’re struggling with where to start, try these:

• Shopping history recommendations: Give customers unique discounts based on their shopping habits, like a 24-hour flash discount on movies for film buffs or a bundle discount on kitchenware for aspiring chefs. 

• Life event discounts: Do you offer a wedding or baby registry service? Send a discount code for something related to a customer’s list.

• Birthday discounts: Everyone loves a birthday discount. A coupon code or free promotional item is a great way to show customers you care about them on their special day.

Perfect your store’s layout & aesthetic

A store’s aesthetic should reflect the core of who its customers want to be. In other words, it should embody the lifestyle you’re offering in a way that feels authentic and connects with your audience. A moody, technology-centric boutique can invoke a sense of prestige in those who wander in, while an avant-garde clothing store might focus on using pop art and bright colors to make customers feel adventurous. Customers should feel like they’re one step closer to achieving the lifestyle they want whenever they’re in your store. 

Check out Walmart’s content hub for more tips

These strategies can help you turn customers into lifelong brand loyalists, improving your bottom line without requiring a significant financial investment. If you want to learn more about growing a successful retail business, use the Walmart Business content hub to find marketing tips, financial guides and other resources. While you’re there, sign up for a Walmart Business+ account to enjoy exclusive rewards for your organization, including free shipping with no order minimum,¹ free delivery from local stores on orders $35 and up² and 2% in Walmart Business Rewards on orders of $250 or more.³

¹ Excludes most Marketplace items, freight and certain location surcharges.

² Restrictions apply. 

³ Rewards can only be used toward future purchases on Walmart Business. Additional terms apply.