{"id":1004212044,"date":"2014-05-23T00:00:00","date_gmt":"2014-05-23T08:00:00","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/cpe-uncategorized\/steve-jones-pursuit-of-enhanced-customer-experience-drives-changes-in-retail-strategies\/1004212044.html"},"modified":"2022-12-08T20:10:54","modified_gmt":"2022-12-09T04:10:54","slug":"steve-jones-pursuit-of-enhanced-customer-experience-drives-changes-in-retail-strategies","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/steve-jones-pursuit-of-enhanced-customer-experience-drives-changes-in-retail-strategies\/","title":{"rendered":"Steve Jones: Pursuit of Enhanced Customer Experience Drives Changes in Retail Strategies"},"content":{"rendered":"

\"\"<\/a>Ongoing evolution in the retail industry\u2014including near-global access to the Internet and speedy adoption rates of smartphones\u2014is forcing retailers to create a brick-and-mortar shopping experience that rivals the convenience and immediacy of the Internet. As a result, hundreds of retailers in thousands of locations are committing capital to renovating stores for an enhanced overall customer experience.<\/p>\n

This week at ICSC ReCon<\/a> in Las Vegas, attendees discussed how omni-channel shopping, technology and big data are shaping how retailers approach the customer experience and their consequent renovation programs. Retailers should consider these three key questions when defining the type and magnitude of renovations to enhance their customers\u2019 experiences:<\/p>\n

1. Are we offering an omni-channel experience?<\/strong> Retailers striving to build a true omni-channel experience are merging at-home, in-store and mobile commerce into one seamless shopping experience. Customers want continuity, so the look and feel of every channel, from mobile to desktop to in-store, should be the same.<\/p>\n

\"\"<\/a>For example, AMC Theatres recently added an expanded food and beverage menu to concession stands and replaced conventional movie chairs with wide, comfortable recliners. In addition, AMC began offering guests the opportunity to buy tickets online\u2014and reserve actual seats at the theatre\u2014before arriving. The omni-channel experience of buying tickets online translates to a brick-and-mortar customer experience unrivalled in the entertainment industry. In fact, AMC sells more tickets with fewer seats \u2013 to sold out audiences.<\/p>\n

2.\u00a0 Are we leveraging the right technology?<\/strong> To keep people in their stores, smart retailers are making their locations interactive and engaging with the right technology. Tablets and smartphones can be used to promote convenience by taking customer payments rather than making them wait in line, demonstrate product features, offer more item options and encourage social sharing. In addition to tablets, the use of large displays purposefully engross customers, making them forget they\u2019re inside a store.<\/p>\n

3. Are we collecting actionable data to help personalize the customer experience?<\/strong> An Infogroup Targeting Solutions study found that 54 percent of marketers have already invested in data solutions to date, and nine out of 10 plan to do so in 2014. Smart retailers know that truly personalized experiences are only possible when customer information about behavior, history and whereabouts is gathered. Collecting this actionable data through customer loyalty programs, point of sale data and online shopping behavior ultimately enables retailers to implement dynamic browsing, customized displays, personalized recommendations and shopper-specific discounts.<\/p>\n

JLL and Food Lion collected data that revealed that the grocer\u2019s customers were increasingly focused on produce. Based on that finding, Food Lion wasted no time renovating its stores to better position its produce offerings and, in the process, enhancing the overall customer experience.<\/p>\n

In addition to the renovation work completed at AMC and Food Lion, smart retailers can enhance the customer experience and ultimately maximize return on investment of store renovations with modified layouts, in-store kiosks, virtual walls, virtual dressing rooms, augmented reality and new product offerings. These types of renovations will make the difference between survival and extinction for retailers in today\u2019s hyper-competitive and online-driven marketplace.<\/p>\n

Steve Jones is a Managing Director and lead of JLL\u2019s Retail\/Multi-Site Project & Development Services practice. He can be reached at <\/em>Steve.Jones@am.jll.com<\/em><\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Ongoing evolution in the retail industry\u2014including near-global access to the Internet and speedy adoption rates of smartphones\u2014is forcing retailers to create a brick-and-mortar shopping experience that rivals the convenience and immediacy of the Internet. As a result, hundreds of retailers in thousands of locations are committing capital to renovating stores for an enhanced overall customer…<\/p>\n","protected":false},"author":60,"featured_media":1004508683,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39372],"tags":[],"class_list":["post-1004212044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cpe-blog"],"acf":[],"yoast_head":"\nSteve Jones: Pursuit of Enhanced Customer Experience Drives Changes in Retail Strategies - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/steve-jones-pursuit-of-enhanced-customer-experience-drives-changes-in-retail-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Steve Jones: Pursuit of Enhanced Customer Experience Drives Changes in Retail Strategies\" \/>\n<meta property=\"og:description\" content=\"Ongoing evolution in the retail industry\u2014including near-global access to the Internet and speedy adoption rates of smartphones\u2014is forcing retailers to create a brick-and-mortar shopping experience that rivals the convenience and immediacy of the Internet. 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