Gloria Chow, Senior Strategist in New York was interviewed by Authority Magazine for their “How to create a fantastic retail experience that keeps bringing customers back for more” series.
Here are Gloria’s key takeaways for boosting customer retention within retail experiences:
Go beyond the transaction. Think about the whole journey and not just the moment when the purchase is being made. It’s really important to have a holistic view of the entire customer journey.
Know your customer. It’s important to know your customer and develop a deep understanding of their behaviours, habits, hopes, fears, aspirations, and dreams. This knowledge, combined with data collection and analytics, can be used to help develop personas and insights to understand your customers better.
Know your people. The second part of the people equation is your employees. Turn the same lens you’re focusing on your customers to your employees as well. Your employees matter, because they are the face of your brand and often, on the front lines of working with your customers, directly or indirectly. Provide your employees with the tools, support, information, and data that they need to do their jobs well.
Know your brand promise. What customer needs are you meeting? What is your brand value proposition? What problems are you solving? Remember what value you are providing to your customers and what differentiates you from your competitors.
Don’t be afraid of change. It’s important to build continuous innovation into the organisation. Don’t rest on your laurels. Don’t stick to the status quo. Be willing to experiment, make mistakes, and be curious. Let your brand live its ‘best brand life.’
Gloria Chow is a senior strategist who helps Imagination’s clients bring new products, services, and experiences to market. Using a human-centred approach, she takes an idea from insight to build by designing qualitative research activities, facilitating conception and ideation workshops, and building new business models. Gloria has a passion for designing innovative projects backed by her understanding of what drives consumer behaviours and decisions.
As a researcher and storyteller, Gloria plays a key role in Imagination’s strategy team, where she works with clients in seeing the ‘Art of the Possible.’ She is an experienced multi-disciplinary project facilitator who has worked across design, data, technology and strategy teams. Throughout her career, Gloria has held various strategy roles at creative agencies as well as innovation labs.
She graduated from NYU undergrad with a Bachelor of Science (BS) and has an MBA from London Business School.