For many customers the first time they have physical contact with your organisation is when they step inside your retail shop on the high street. It is often down to the individual branch experience that they receive, that determines whether they will buy from you or not.

Converting these potential customers into actual customers often rests on the brand experience they receive.

Additionally, once converted into repeat customers, they will return to your branch and will receive good or bad experiences based on their expectations. This determines whether they become long term customers or chose to shop elsewhere.

The physical experience needs to match the one they have created in their mind through different channels such as websites, television advertising, radio or direct mail. And often the reality at shop level does not meet with the preconceived image created in their own mind by the advertising they are seduced by.

We here at Barber Design consider all sorts of things when creating the perfect shopping experience.

Considerations include, the exterior (the customers first impression of the brand) and what is being done to seduce customers into your store?
The immediate experience in store, i.e. what do your customers see when they land in your retail space?
Store navigation – how easy is it for your customers to penetrate into the retail environment and how can you encourage them to spend dwell time in your store?
Customer communication – are customers aware of your full offers and how can they be encouraged to understand this?

Amongst many other things the experience is paramount to making customers trust your brand, know what to expect when they are in your store and feel proud to be customer of yours.