When it comes to the fuel that generates word of mouth marketing, customer experience in retail is the premium unleaded, high-octane juice that drives successful businesses. In fact, customer experience probably makes up most of the reason behind any type of word of mouth marketing since it’s customer experience that creates the desire to tell others about a product, service, or company.
At the end of the day, you can have great products and services, but how the customer relates to these things creates an engaging moment. Without these moments, often created through in-store demo events, there isn’t much to separate your marketing efforts from a cold online presentation.
What Consumers Can’t Get on the Web
It’s no secret that lots of marketing opportunities exist online these days, and it’s also true that the digital space provides opportunities to spread the word of mouth marketing. What the Internet can’t offer, however, is the human touch and experience that retail marketing can provide. When you market your products and services in person, you have the opportunity to form a real connection and create a lasting impression. No amount of flashy online videos will ever take the place of providing a prospect or lead with the chance to see, touch, feel, and use a product for themselves through retail marketing.
On top of that, driving word of mouth marketing through customer experience is often easier since you have someone’s full attention and are not competing against a million digital ads. Online interactions with ads and marketing materials tend to be forgotten in a matter of moments. Still, a quality in-person experience with a customer can go on to create a genuine desire to tell others about the experience.
Marketing the Bond Between Your Company and Consumers
Studies have found that consumers often feel that it’s challenging to ascertain whether or not online claims are valid. This can lead to uncertainty in a purchase decision. On top of that, when a customer feels uncertain about a purchase decision and the product doesn’t live up to their hopes, they may go on to develop a negative view of the company selling the product. This ultimately results in negative marketing because of a poor experience.
To overcome this challenge and increase sales, retail marketing can give consumers the confidence they need to make a purchase decision through in-person demo events. This confidence skips over the uncertainty that can come from digital marketing efforts and solidifies your products as trustworthy and reliable. In the end, this serves as fuel to generate word of mouth marketing and positive branding and has excellent potential to increase sales.
How to Generate Word of Mouth Marketing Through Customer Experience
Although you need to have quality products that your company stands behind to set the foundation for creating a positive customer experience, you’re also encouraged to craft marketing ideas centered around creating touchstone moments. What are some key ways you can differentiate the marketing process in person versus marketing online? How can you go out of your way to use tools like brand ambassadors, custom signage, and promotional materials to connect with consumers and provide them with a memorable, meaningful experience?
You’re encouraged to think of every interaction as personal. Whether you’re holding an in-store demo event, a promotional community event, or a sponsored store sampling event where you have the chance to interact with consumers, treat every interaction as if it’s the most important one of the day. Each person you interact with should receive individual attention. You can also look for ways to personalize the experience for each person you speak with. Is there something that you can offer as a promotional gift that helps a consumer internalize the experience? Can you provide a unique interaction offering each consumer an exceptional experience that speaks to their needs?
Your brand ambassadors and company representatives should approach each interaction with the intent to understand the consumer’s desires, fears, and pain points on a personal level. There should be an actual passion for solving problems and providing solutions in the marketing process, which should be apparent in every interaction.
How to Measure the Success of Word of Mouth Marketing
Measuring success when it comes to customer experience can be tricky since metrics are intangible; however, you can measure success in terms of marketing using word of mouth in several ways. First, look online to see what people say about your company and its products and services. Look for running themes, whether they be positive or negative. This feedback is often easy to obtain as people love sharing their experiences with others on social media, comment sections, and review sites. You can then use this feedback to shape your in-person marketing efforts to highlight the parts that work and rework the parts that may be lacking.
You can also ask customers where or how they heard about your products. This can be done at the point of purchase, through email feedback requests, or through solicited reviews after a sale. You never want to pressure a customer into providing feedback, but if they are willing to provide feedback about their experience, you may consider incentivizing feedback through giveaways and contests. If you do this, your company will need to ensure that all contests and giveaways associated with feedback are held in accordance with state laws.
Does This Mean Technology is Out?
Marketing for retailers in the digital age means you have to take advantage of the technology tools available. While the focus should always be on creating memorable experiences to form consumer bonds through retail marketing, this doesn’t mean you should eliminate technology tools.
In fact, marketing for retailers becomes much easier and more efficient when you incorporate technology like Demo Wizard into the management of your in-store events. Technology tools that make marketing for retailers easier can take a lot of the pressure off of planning in-store events, managing multiple events in different locations, and allocating resources to ensure your company is able to provide a memorable customer experience.
Lastly, you can also track sales alongside your in-store event calendar. Evaluating data gathered through analytics can provide insight into where your company sees growth in the days, weeks, and months following an in-store event. You can also track sales by region to make a note of where your marketing events are having the largest impact and then cross-reference this against feedback you’ve gathered online. This can show you where your efforts are paying off and where you may want to target particular regions with a greater in-store presence.
