How an Effective CX Plan Can Ensure Happy Holiday Shopping

The holiday season is quickly approaching, which means retailers need to be ready for the associated increase in customer purchases. According to the National Retail Federation, holiday retail sales are expected to see a 3.5 percent bump this year over last year, reaching between $979.5 billion and $989 billion.

Whether a customer shops online or in a physical store, they expect a seamless and positive experience. For in-store shoppers, providing quality customer service starts from the moment they walk through the door and doesn’t end until they're happily on their way out. For online shoppers, an informed and well-executed buying experience is paramount for converting browsers into buyers.

Now is the time for retailers to focus on the finer details of their customer experience — both online and in-store. Here are three tips for making this holiday shopping season a success:

1. Elevate customer relationships.

Retailers can better manage customer relationships with a technology system that offers a comprehensive view of customer profiles, detailed purchase history, and more.

For example, sending out a customized promotional email or text message that reflects recent browsing history and offers savings is a great opportunity to proactively and positively engage customers. Additionally, retailers can ensure they have the right inventory for both new and repeat customers using purchase history data. For a retailer that sells quilting materials, for instance, this might be sewing machines, seasonal fabrics, or popular patterns.

2. Ensure online offerings reflect real-time availability.

With the continuing rise of e-commerce, ensuring that stock is properly accounted for is critical to effectively and efficiently managing inventory. Both online and in-store, customers don’t like to wait or find out that items are on backorder.

Retailers can streamline the customer experience by conducting regular inventory audits, implementing barcode systems, and placing strategic orders based on historical customer purchase data. This can help optimize sales and customer satisfaction, especially during the busiest season of the year. With real-time inventory tracking, retailers can avoid selling customers sold-out products, without knowing in advance.

When customers know that the items they’re looking for are in stock or can be ordered and delivered quickly, this leaves a positive impression that brings them back again and again.

3. Create an engaging in-store experience.

For retailers, community engagement can be a key part of ongoing customer loyalty and new customer acquisition. For example, quilting retailers have found success by hosting in-store seminars and classes, which can range from beginner tips and techniques to workshops for advanced quilting and patchwork.

Retailers should leverage their store’s social media accounts and website to promote upcoming events, increasing customer interest and engagement. Posting photos of previous events and sharing customer testimonials can also help get new people in the door.

For in-store events, retailers should plan an activity that's accessible to everyone participating, providing a fun and engaging experience. Retailers can also provide special perks to those who participate, such as a discount on items purchased that day or, in the case of a quilting retailer, a free sewing lesson with the purchase of a machine.

Customers want to shop where they can have a pleasant experience, whether it’s because they receive their order quickly and efficiently or because visiting your store engages them in a broader community. The holiday season provides a tremendous opportunity for retailers to put their best foot forward and make the customer buying experience easy, engaging and memorable.

Spencer Wright is general manager of Like Sew, an all-in-one cloud-based POS system designed specifically for the needs of quilt, fabric and sewing retailers.