The Last Mile In Customer Engagement

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As the retail market becomes bigger for the global consumer, a premium is placed on creating extraordinary brand experiences. That is what keeps the customer relationships intact in an increasingly competitive arena. Following are a few examples of how brands have managed to carve out a superior brand image and relationship quotient with the customers.

ETP blog retail-customer-engagement

Anticipatory service at the Apple store begins for customers even before they arrive in the flesh. With the Apple store app, a customer can schedule an appointment with the store staff – who will be able to prepare for their arrival at the Apple store and be available to personally guide them. The results are benefits for customer and company alike. For the company, the benefit is level scheduling of demand, a Lean process principle. For customers, the app eliminates wait times and promises undivided attention, something hard to find elsewhere in retail. Then it gets even more personal.

While IKEA’s print offering is its most enduring piece of content marketing, it only scratches the surface of the brand’s exemplary content marketing efforts, which are many and varied and all revolve around one common mission: to improve people’s everyday lives. “We really look at how people live their lives at home,” says Christine Scoma Whitehawk, Communications Manager for IKEA U.S. “So, we really start with the customer, and try to see what’s important to them… And then how can IKEA help them so that we are truly partners in making their life better at home every day.”

Starbucks is masterful at wrapping its product in a deeply-textured in-store experience. The choice of furniture and fixtures, the names of its drinks, the messages on the cups, the graphics, it’s all been studiously crafted. It creates a unique ecosystem of customer interactions, attention to smallest details with quality products, all weaved together. It ensures value fulfilment across multiple channels. “The mobile-order-and-pay, a totally unique technology, is the single most important innovation that Starbucks will introduce this year.” says Starbucks CEO Howard Schultz.

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