Retail customer experience

Tamira King and Hugh Wilson
Cranfield School of Management

Dr Tamira King and Professor Hugh Wilson of Cranfield School of Management describe how retailers can differentiate on customer experience.

In today's aggressive retail climate and with a squeeze on consumer spending, a strong positioning on customer experience can make the difference between success and failure in retail.

Advertising, buying and a low cost base are all vital in attracting shoppers. But another crucial factor for improving customer footfall is managing the overall customer experience. Research consistently shows that the same six things matter to customers when assessing this experience, irrespective of product category. So, it's important to track these and to target managers on them.

Six facets of great experience