Page 5 - 2019 Delegate Assembly Conference

Contemporary retailers that are thriving in “True customer experience is about being
today’s marketplace fit in one of two categories:
an exceptionally high-fidelity position or an
exceptionally high-utility position. The former
banks on its emotional value to the customer,
providing great service, an exceptional shopping
environment, and stellar service and quality. The
latter is built on an opposite premise, relying
on convenience to the customer. This dynamic
produces two new truths for Goodwill leaders:
• Retailers cannot live in the intersection of
the two. Leaders must decide in what space
they live.
• Retailers must look at building fewer physical
stores. Rather, we have to build more stories.
Stephens expressed admiration for companies
that question the model, such as Camp, a
new toy store in New York. When people enter
Camp’s space, they’ll find a secret door. Opening
the secret door reveals a camp for kids. The
children can play with the toys, which can then
be bought at the end of the camp session.
In his quest to understand the true customer
experience, the author of Reengineering Retail
said Goodwill leaders may need some additional
training.
surprising, unique, personalized, engaged and
doing it in a repeatable fashion….” Stephens
said. “Ultimately, your store is not just a place
to convert customers to buyers. It’s a place to
create converts to Goodwill.”
To that end, Stephens asked attendees the
following questions:
• How can you create experiences that are
physically or emotionally engaging for
shoppers?
• How can you tell the Goodwill story at every
single intersection within that experience?
• How can you be unique?
• How can you defy the convention you’re
operating under in your industry?
• How can you personally interact with
consumers in a way that’s meaningful to them?
An old marketing adage suggested that the more
media and marketing you put into the top of a
funnel, the more repeat customers you’ll have. But
marketing, in this day and age, doesn’t work that
way, Stephens said.
“You have to put as much blood, sweat, tears
and imagination into the bottom of the funnel,
as close to customers as possible, and wrap it
up in an experience that blows their minds,” he
said. “When you do that, the consumer becomes
the most powerful media agent in the world.”
Watch, Read, Learn | Curated Resources
1. Watch the general session video.
2. Read the book Reengineering Retail.
3. Follow the Retail Prophet blog.
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