NCR Counterpoint Blog

CX Marketing: From Concept to POS Part 3

Posted by Weaver Ellard on Oct 9, 2017 2:02:38 PM

Ongoing Retail Support

We’ve touched on CX marketing as a whole, how store transformation can enhance the customer’s experience and how your store can be the one responsible. In this next session we’ll talk about those concepts as ongoing processes and how a strong support system can make all the difference.

The phrase “change doesn’t happen overnight” has been overused, but it does fit. Marketing is continually evolving at a faster rate, and in order to keep up you need to continue to grow with it. CX marketing is going to be a gradual and evolutionary process that will help you keep your store current. Systems, like Counterpoint’s POS,  can make this easier: from our End User Portal that provides training and support, to our knowledgeable team that can help you look at your store with customer empathy, to actual insights and additional technical support options, we work with you to build the positive experience for all those involved.

"A business has to be involving, it has to be fun,
and it has to exercise your creative instincts."

~ Richard Branson

Customer Empathy

It seems like many movies from the 1980-90’s would show someone daydreaming. There was one where someone was picturing themselves eating the perfect hamburger. Everything about that experience was perfect, from the way the burger fit in his hand to the look of joy on his face. In truth, we still see daydreams of those perfect moments in television commercials.  As silly as it sounds to focus on those movie and television moments, in some ways you can consider this the first step towards customer empathy.

It’s time to reimagine your physical store - again; visualize each of the multi-channel connections as gateways into your store.

  • How has the way your customers interact with your products or services changed since you initially transformed the store?
  • How have the channels / gateways from which they now enter your store change how they see it?

Now that you’ve started changing to improve the customer experience, start picturing what the optimal experience would be for your customers to help make it happen. What would “the perfect cheeseburger’ equivalent look like at your establishment?

While you focus on the process of continually reimagining your store, your associates are the guides for customers on their journey through the buying process. Both customers and employees need to be empowered to take action throughout your journey. From facilitating a customer’s access to what’s new in stock, to enabling your employee to do on-the-spot checkout, Counterpoint’s rich features play a continued role in your CX marketing by removing friction from the buying experience.

 

Observational Insights

There is data all around you.

Notice how customers behave in the store:
are they on ‘autopilot’ or are they engaged with the items they’re seeing?

Watch the checkout lines:
are the associates interacting and helping the customer streamline their experience?

Now that you’ve taken an active role building your customer's journey, continue to look for ways to continue your store’s transformation.

Backed by your reporting / transactional data that covers details such as basket sizes and frequency, you can start to make connections between what you’re seeing in the store and what you POS system is telling you about the customer’s experience. Include insights from your social media and email marketing and you’ll begin to pull together a unified picture the commerce experience.

 

Multiple Support Methodologies

You’re continually working to improve the overall experience for your customers and sometimes, you’re going to need support to build that “perfect cheeseburger” moment. NCR Counterpoint offers a variety of support options to offer our clients to help them achieve their goals. From the resources in our End User Portal, to computer-to-computer support and phone support, to on-site technicians; our objective is to make this ongoing process as easy for you as it is for your customers.

"Success is the sum of small efforts – repeated day in and day out."

~ Robert Collier

 

Conclusion

We understand that inventory management is not about making sure you have that hot item on the shelf on ‘a Monday,’ but rather that it’s there for each customer when they are looking for it. It’s an ongoing process that requires ingenuity, data and insight.

CX marketing is very much the same in that it is the ongoing process of testing, revising and refining your approach to continually transform your store into an experience customers keep coming back to have. Counterpoint’s team understands how this works and is there to support your business each step of the way.  Check out the features Counterpoint has to offer and start imagining how your store can benefit.

In our final piece we’ll discuss the reporting Counterpoint provides to it’s clients and how to translate those reports from data into success.

Topics: marketing, point of sale, small business, business obstacles, bottom line, cxmarketing, POS