Lessons Retailers Learn From eTailers: Customer Experience & Organization
Ever wonder what would happen if traditional brick-and-mortar stores were setup and organized more like Online stores? One of the things many traditional retailers can learn from eTailers is how to improve their customer experience, store layout and organization. If more retail shops concentrated on some of the things that work well for eCommerce sites, they may find that their customers will be happier and may even buy more often from the physical location. Having happy customers, who buy often could mean increased sales, better customer reach and more brand buzz.
These are the kinds of points that Seth Godin has brought up in his recent article, “Organizing for Profit.” In it, Seth discusses how frustrating it can be to find certain items while shopping in the traditional retail world and raises some interesting questions when he suggests setting up brick-and-mortar shops more like eCommerce stores.
Here’s a couple pieces of the article to give you an idea of what he means:
Here’s what most retailers do: They organize by brand/designer or label. Within that, they organize by type of item and within that, by style and finally, by size. This is dumb, and the web makes it obvious why it’s dumb. It’s dumb because it makes it easier for the clerk, not for the customer. And dumb because it plays to the label’s ego, not to ours. It’s pretty simple: if you want to sell belts and socks and even shoes, you need to sell a suit first. Make it easy to add on, and people will do it, quite happily.
I think there’s plenty of things that retailers in the brick-and-mortar world could learn from the ones who sell solely Online. This is one great example of what improving your customer experience and organization can do for both sales online and off. Take the advice, make a change.
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