No matter what channel the customer is trading through, one overarching point governs everything: the customer’s expectations of your brand.
How do you get all stores and staff in sync?
In recent years, retail chains have experienced large and rapid changes in customers’ buying behavior, and the major driving factors are e-commerce and digitalization in general. Nowadays, more and more brands are finding balance in their omni-channel strategy and building new ways to reach customers where and when they want to shop.
It’s important to understand what consumers expect because expectations influence consumer decisions. This in turn affects their loyalty, which has a direct impact on your network’s long-term revenue.
The difficulty lies in ensuring that customers are met by the same experience in all stores, regardless of whether your network consists of five or 5,000 units.
Customer expectations come into play at multiple different levels. There are some obvious examples including assortment and range, in-store availability, in-store experience, e-store experience, deliveries and, of course, customer service.
Of the nearly 1,000 consumers who were surveyed, 92% said they’d stop buying from a company after three or fewer bad customer service experiences. 26% of them would quit after just one bad experience. This is according to Gladly’s 2018 Customer Service Expectations Survey, which you can download here.
Customers expect more from brands than ever before, and you need to provide franchisees and staff with the tools they need to deliver on those expectations, especially in physical stores. Ask questions like:
- Are daily opening and closing routines performed in line with SOPs?
- Are campaigns and marketing efforts implemented and verified at store level?
- How are in-store deviations identified, reported and fixed?
- What support is available for staff who are new to the job?
Access to digital tools, as well as current and correct information, can create secure and efficient employees in every location.
Geographically dispersed stores present a challenge
Leading a network with geographically dispersed stores offers a much greater challenge than operating a few individual units. If the various stores are operated by independent franchisees, the complexity increases further.
As the geographical spread of a franchise increases, it becomes impossible for the central organization to physically visit all units on a regular basis. Instead, many rely on sending electronic instructions, guidelines and other theoretical support in the hope that staff will do everything right. But standards can slip, and for some brands, it happens much too often. Worse, it can go unnoticed until it’s too late, when post-campaign sales reports come in below target or when dissatisfied customers express themselves on social media.
You simply have to find scalable and secure tools and methods and ensure that all employees understand and can work according to brand and operational standards.
Luckily, you’ve just found the solution to these challenges!
Routine descriptions, training videos, operation manuals, supplier agreements, tasks, marketing materials, digital checklists, templates, and more need to be available online in a single, unified platform that’s easy for everyone to reach.
This is all handled digitally in the Chainformation platform. With role-based permissions, multiple languages and 24/7 access via any computer or mobile device, information is available when and where it’s needed. Built-in digital checklists and task management systems provide staff with efficient tools to handle all recurring routines and to-dos without paper or dozens of emails.
Simply manage opening/closing routines, campaign implementation, cleaning routines and more. Reports and deviations are automatically provided both centrally and to the store manager. Nothing will be forgotten or missed again once everyone works according to the same routines and checklists, with both local and central follow-up.
If necessary, you can give local stores the ability to create their own checklists and routines for their staff.
Do you want to see how it works?
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