The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.

1. How to make your
customers fall in love
with you.
By Emily Buchholtz
Brand Strategist
Success at retail is about creating
great experiences. Just like dating.

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Technology, mobility and access, among other things, have dramatically
changed the retail landscape. The future of retail is bigger than flashy
technology and the hyper-connected Internet of Things. In this new world,
the consumer is in charge. Retailers and brands must build meaningful
relationships if they want to see continued sales growth. And the way to
do this is by getting to know your customers well, cater to their needs,
create moments of delight, stay connected, be nice to their friends and
invite them to share their thoughts and experiences.
IN OTHER WORDS,
RETAIL IS A LOT LIKE DATING.

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MAKE THEM FALL IN LOVE WITH YOU.
We believe that when shopping—whether via desktop, mobile, social or
in-store—the retail experience should feel less like a path to purchase and
more like a first date that went really, really well. So well that the customer is
already thinking of the 10th date – so well, that neither brand, nor customer,
can think of being with anyone else. And that means creating a really great
experience. The experience is so important that some innovative retailers
are suggesting the industry measure success not by “sales per square
foot,” but instead focus on “experiences per square foot.” We created this
infographic in an effort to capture and synthesize some key data points we
have been observing, and offer a few “dating” tips. We hope you’ll find it
useful as you court your customers and watch them fall in love with you.

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Old model
RETAILERS/BRANDS
HAD THE POWER
New model
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SHOPPING
PLATFORM
FOCUS ON ACTUAL CURRENCY
STORE
=
PLACE
I NEED STUFF.
CONSUMER
HAS THE POWER
+ SHOPPING
2 PLATFORMS
FOCUS ON SOCIAL CURRENCY
STORE
=
INTEGRATED BRAND
EXPERIENCE
I WANT AN
EXPERIENCE.

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Relationships lead to improved bottom line
1
ENGAGING EXPERIENCES
HELP BUILD RELATIONSHIPS.
CREATE A
NEGATIVE
EXPERIENCE
89%
OF CUSTOMERS TEND
TO SWITCH TO A
COMPETITOR’S BRAND1
2
RELATIONSHIPS LEAD TO
MORE & BETTER TRANSACTIONS.
4X
CONSUMERS WHO ARE
EMOTIONALLY CONNECTED
WITH A RETAILER ARE MORE
LIKELY TO SHOP WITH THEM 2

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=
LOSING 1
CUSTOMER
AVERAGE
COST $300 3
RETAILERS THAT INVESTED
IN RELATIONSHIPS SAW
THEIR SALES INCREASE BY
WITHOUT INCREASING THEIR MARKETING BUDGET 5
86%
OF CONSUMERS WILL PAY MORE
FOR A BETTER EXPERIENCE 4
50%
33%
LOYAL CUSTOMERS
SPEND MORE THAN
NEW CUSTOMERS5

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Old vs. new path of retailing
OLD: PATH TO PURCHASE
A
B

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Old vs. new path of retailing
NEW: PATH TO RELATIONSHIP
A
B

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Old vs. new path of retailing
INTRODUCE
YOURSELF.
Hi
INVITE HER IN.
A
B
Old: Path to purchase
New: Path to relationship

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Old vs. new path of retailing
INTRODUCE
YOURSELF.
Hi
INVITE HER IN.
A
B
I LIKE...
GET TO
KNOW HER.
LEARN WHAT
SHE LIKES.
Old: Path to purchase
New: Path to relationship

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Old vs. new path of retailing
INTRODUCE
YOURSELF.
Hi
INVITE HER IN.
A
B
I LIKE...
UNDERSTAND HER.
GET TO
KNOW HER.
LEARN WHAT
SHE LIKES.
Old: Path to purchase
HELP HER DISCOVER
SOMETHING
NEW.
New: Path to relationship

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Old vs. new path of retailing
INTRODUCE
YOURSELF.
Hi
INVITE HER IN.
ENTERTAIN HER.
SURPRISE HER.
A
B
I LIKE...
UNDERSTAND HER.
GET TO
KNOW HER.
LEARN WHAT
SHE LIKES.
Old: Path to purchase
HELP HER DISCOVER
SOMETHING
NEW.
New: Path to relationship

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Old vs. new path of retailing
INTRODUCE
YOURSELF.
Hi
THANK HER.
INSPIRE HER TO
INVITE HER IN.
ENTERTAIN HER.
SURPRISE HER.
A
SHARE.
B
I LIKE...
UNDERSTAND HER.
GET TO
KNOW HER.
LEARN WHAT
SHE LIKES.
Old: Path to purchase
HELP HER DISCOVER
SOMETHING
NEW.
New: Path to relationship

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Old vs. new path of retailing
INTRODUCE
YOURSELF.
Hi
THANK HER.
INSPIRE HER TO
INVITE HER IN.
ENTERTAIN HER.
SURPRISE HER.
SHARE.
A
B
I LIKE...
UNDERSTAND HER.
GET TO
KNOW HER.
LEARN WHAT
SHE LIKES.
Old: Path to purchase
HELP HER DISCOVER
SOMETHING
NEW.
New: Path to relationship
KEEP IN
TOUCH.

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Social media amplifies the conversation

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Social media amplifies the conversation

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Social media amplifies the conversation

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Social media amplifies the conversation

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74 %
18
74 %
OF BRAND MARKETERS SAW AN
INCREASE IN WEBSITE TRAFFIC
AFTER INVESTING JUST 6 HOURS
PER WEEK ON SOCIAL MEDIA.6
BY 2015, BRANDS WILL GENERATE
50% OF THEIR REVENUE
THROUGH SOCIAL MEDIA.6
OF CONSUMERS
RELY ON SOCIAL
55% SHARE
OF SHOPPERS
THEIR PURCHASES ON
SOCIAL
NETWORKS.6
NETWORKS TO
GUIDE THEIR
PURCHASING
DECISIONS.6

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IN THIS JOURNEY TO A RELATIONSHIP, IT IS ABOUT
COURTING YOUR CUSTOMER, NOT SELLING TO THEM.
A FEW TIPS FOR BUILDING A MEANINGFUL, LONG-TERM
RELATIONSHIP WITH YOUR CUSTOMER.
1. GET NOTICED
3. GET TO KNOW HER
You can’t start a relationship if you’re
a wallflower. Go from bland to brand.
Stand out from the rest.
Sophisticated digital tools mean you
don’t have to assume what she wants.
Use them the right way to ensure you
understand her needs and wants.
2. BE HONEST
Stay true to your brand personality.
If it feels forced to you, odds are it
feels forced to your customer too.
4. GIVE HER SOMETHING SPECIAL
Give her something she can’t get
somewhere else. Resist the temptation
to follow the crowd. What’s right for
one brand, may not be right for you.
Find what makes you unique and use it.

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IN THIS JOURNEY TO A RELATIONSHIP, IT IS ABOUT
COURTING YOUR CUSTOMER, NOT SELLING TO THEM.
A FEW TIPS FOR BUILDING A MEANINGFUL, LONG-TERM
RELATIONSHIP WITH YOUR CUSTOMER.
5. SURPRISE HER
7. DON’T OVER DO IT
Keep her engaged with something
unexpected — something that invites
her back again and again.
Yes, technology is great. But just because
you can, doesn’t mean you should.
8. BE NICE TO HER FRIENDS
6. STAY CONNECTED
Thoughtful notes, updates and
conversations let her know you’re
thinking of her, even when she
isn’t buying something.
The opinion of her community goes
a long way — and can make or break
your success in the ned.
9. REMEMBER: IT’S NOT ALL ABOUT YOU
In this new era of retailing, the consumer
has the power. And it’s all about her.

22. THANK YOU!
SOURCES:
1. 201 RIGHTNOW CUSTOMER EXPERIENCE IMPACT REPORT
1
2. HARBOR INDUSTRIES: INDUSTRY TRENDS AND INSIGHTS
3. KISSMETRICS — THE PRICE OF BAD CUSTOMER SERVICE
4. FORBES MAGAZINE/CUSTOMER EXPERIENCE: IS IT THE CHICKEN OR EGG?
5. FORRESTER / THE BUSINESS IMPACT OF CUSTOMER EXPERIENCE, 2012
6. DR4WARD / WHAT IS SOCIAL CURRENCY AND HOW DOES IT EFFECT SOCIAL COMMERCE? INFOGRAPHIC