The DO’s & DON’Ts of Fixing the Store Experience

The in-store experience was designed and built long before omnichannel existed. Brick- and-mortar stores weren’t about understanding which channels their customers were engaging with and being consistent across them because the channels didn’t exist.

For the most part, it was mom & pop shops and they knew who their customers were. The store now plays a very different role and the retailers who understand it most will see the benefit. In one of my recent blogs I wrote about how I feel the retail experience is broken. Based on feedback I think a lot of people agree the store experience could use some improvement. Ready to get fixing?


1. Procrastinate on the honey do list

The biggest threat retailers face today is being complacent and doing absolutely nothing to evolve their stores.

2. Be a do-it-yourselfer

When you attempt to tackle everything on your own, omnichannel can seem overwhelming and trends are ever changing.

3. Cookie cutter your neighbours

Other retailer’s omnichannel strategy may or may not be working and it might not be the right fit for your brand or customer.

4. Forget about the big picture 

If you’re only looking at current trends, you run the risk of becoming outdated very quickly.


1. Understand the shift that’s happening

Whether you call it omnichannel or customer centric or whatever term you wish – focus on being where your customer needs you to be. And continue to look at your brand in a holistic way. It doesn’t mean you need to be everything to all people, it just means you need to be consistent in the places you’re expected to exist.

2. Hire a professional 

Find an expert partner who knows how to help you make that shift happen and can speak to what has worked and what hasn’t. Work with them to form agile teams within your organization with the right stakeholders involved whether it’s Marketing, IT, E-Commerce, Digital, Omnichannel, etc.

3. Create a clear project plan 

It’s important to understand your customer’s path to purchase and focus on relieving pain points throughout that journey. Beyond that, find ways you can surprise and delight them along the way. That story won’t be the same for everyone and therefore what other companies are doing may not work for you. Or it may be failing for them and you just don’t know it. What’s your history and strength and how can that play into the strategy?

4. Look to the future

Millennials are definitely the most talked about generation right now and it’s important to meet their unique expectations. Creating a personalized experience while still maintaining trust with them is a tricky task at hand. That being said, Gen Z is going to be a full and unique force of their own. How can you be looking at short term and long term plans to avoid becoming an ancient, heritage brand?

Looking for more tools on how to fix the store? Check out our video with Retail TouchPoints!