The greatest opportunity for outstanding business performance today involves consciously seeking to do more than customers expect. It is this legendary experience that can differentiate your store from all others in the minds of customers. Exceeding expectations requires that we first understand what customers value, and then set about to deliver more of it. Four such elements are convenience, design, systems, and service. Thinking about how to add value by improving the customer experience is a great first step.
Customers experience convenience .
Access to the store' core products and services at convenient times and locations adds value. Traditionally, this has prompted many stores to adopt changes such as longer hours, branch locations, and catalog ordering. Some stores offer students a service whereby their textbooks are picked and packed in advance of their arrival on campus, then picked up by the student at the store at the beginning of the term. By putting store products in mobile sales fixtures, retail operations can actually be set up and dismantled whenever and wherever needed on campus for short bursts of retail activity. This represents a powerful extension of retail service.