That means an ad campaign can only be great if the customer response is great. What does it take to generate a great customer response? Simple. A great customer experience.
Company Culture as the Driver of Customer Experience
Early in my career, I’d start building an ad campaign by writing a creative brief. Nowadays, I start with an honest evaluation of the company’s product or service. More importantly, I begin with an appraisal of the company culture because it’s the culture that creates whatever that customer experience is.
This is rich and rewarding territory. In fact, I wrote an entire book about it with my co-author and former creative director, Michael Tuggle. There’s a chapter in the book titled, “New Best Friends: Why HR and Marketing Should Share an Office.” The bottom line is that a company’s culture is the upstream energy that fuels the downstream customer experience. A company’s culture is built and maintained by the behavior of its people, so getting its people right is the most important thing a brand can do.
The Critical Role of Human Resources in Retail Marketing
This is why personnel are an important element of the retail marketing mix. Sadly, personnel aren’t listed among the original Four Ps of marketing.
Traditionally, the marketing mix is defined by the Four Ps: product, price, place, and promotion. Let’s delve deeper into each of the Ps and how they influence customer experience in retail and later we’ll look the fifth, and most important “P” of all—People.
Product
A strong product offering is the foundation of any retail strategy. But in today’s competitive landscape, a good product isn’t enough. You need to understand your target audience’s needs and tailor your product assortment accordingly. Consider Sun Tan City’s strategic shift beyond tanning beds, incorporating beauty services and wellness products to cater to a broader customer desire for overall health and appearance.
Price
Finding the right balance between profitability and customer value is essential. Consider offering tiered pricing structures, loyalty programs, and strategic promotions to incentivize purchases. Rug Doctor, for instance, leverages a value-driven marketing strategy with their rental program. This strategy positions Rug Doctor as an affordable solution for occasional deep cleaning needs, rather than requiring the upfront cost of purchasing a carpet cleaning machine.
Place
Choosing the right physical location (bricks and mortar) or creating an intuitive online shopping experience is crucial. Consider factors like accessibility, store layout, and website design to optimize the customer journey. The Maids exemplifies strategic use of place in their marketing mix. The case study showcases how The Maids implemented strategic regional marketing campaigns to reach target audiences in various locations.
Promotion
Retail advertising plays a role here, but it should be used strategically to support the overall customer experience. This includes traditional advertising channels, social media marketing, and in-store promotions. The Container Store was ready to dive into television to show off their brand’s unique ability to help people stylishly organize and simplify their lives. The client was looking for a compelling concept that would create new Container Store devotees—and make them as passionate about the brand as their faithful shoppers.
Effective retail advertising goes beyond simply creating a catchy jingle, image, TV spot or digital advertising. It’s about crafting a message that resonates with your target audience and compels them to take action.
Empirical Evidence: The Financial Impact of Customer Experience
In the world of retail marketing, however, there’s an additional P to consider: People. That’s because the customer experience is inherently social and emotionally driven.
