Developing: In-Store Traffic
How often do we focus on customer-experience from the perspective of the branch office walk-in? Clubs are beginning to place a great deal of focus on this element.
The AAA Ohio Auto Club has put in place a new floor-design concept to enhance their member experience. They've called this new branch design the Explore Store. Take a look through the images below and tour the store for yourself.
The Alberta Motor Club uses a slightly different approach for providing easy access to specific areas of their branch. Bright lighting and bold colors keep the atmosphere pleasant.
Ongoing research is revealing that more consumers are using the Internet to locate exactly what they want before going to the store to buy it. It's important to establish positive experiences with these consumers when they come to your store. In-store improvement ideas include:
- Focus on your customer's needs and less on the product aspects.
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Set merchandise displays in a position for ease of access.
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Arrange your store segments to address the specific needs of the individual. For example, a member seeking insurance quotes may be more comfortable in a private area as compared to a member stopping in to pick up maps and brochures. Members seeking travel advice may find value in accessibility to video stories of the places they are planning to travel. Also, travel planning is generally a one-to-one communication that requires attention to detail with minimal disruption.
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Maintaining easy access to a database of your member's activities, which supports the impression that the club is focused on its members' needs. This information allows for targeted and personalized conversations - again, creating a positive experience.
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Go beyond the traditional level of customer service. Forrester* provides an example of a family vacation planning scene in their report entitled Experience-Based Differentiation. The report provides a close-up view of how an additional level of customer service can quickly create a positive experience for members while building differentiation.
For additional information on customer experience, contact Carole Sustak, Membership & Brand Marketing at 407-444-7613 or e-mail csustak@national.aaa.com. Additional research results on customer experience management are also available by contacting Steve Diedrich, Marketing Research at 407-444-7645 or e-mail sdiedrich@national.aaa.com.
For further information about Forrester's research and services, please contact Leslie Candy at lcandy@forrester.com or call 617.613.6212.