Customer Experience – The New Way to Increase Your Business

Adriana Galgano on Training mag

Adapted from “How to Sell in a Store. Clothing and Footwear” by Vittorio Galgano.


Competition in the retail industry is fiercer than ever. Consumers have many offers, and their growing competence, thanks mainly to Internet information, makes them more and more demanding.

In this situation, how to transform a store into a success?

There are many strategies, but none of them really maximizes its potential if you don’t train your salespeople to play their role professionally. They should have the motivation, knowledge, and capability to interact with customers and to create a positive experience for them, worthy to be remembered. In fact, with Customer Experience, we mean how the customer feels after interacting with the store. The research confirms that customer experience has a decisive influence on the intention of returning to and buying in a store. It shows also that 60 percent of customers are willing to pay more for a better experience.

Experience is subjective, and it is built on the basis of sensations, emotions, and rational considerations that every customer develops as a result of the interactions they have or of what they realize is happening in the store. Working on customer experience will set your store apart from your competitors. Since our mystery shops conducted in Europe and in the U.S. show that most of the stores are at year zero of the new era of Customer Experience, and many customers complain about the lack of preparation in sales teams, it’s a huge competitive advantage to be the first to train your salespeople to build positive relationships with customers.

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