Here is how I would approach this problem:
1. Ask clarifying questions: What kind of a store are we talking about? Is it a store selling all brands or is it an exclusive showroom? What kind of customer experience are we trying to improve? Is it before purchasing, while purchasing or after purchasing?
Now I am going to assume that it is a store which sells all the brands and we are trying to improve the overall customer experience in general.
2. Identify customer personas: The following customers will be visiting our stores:
- Parents purchasing their shoes for their kids
- Adults purchasing casual shoes
- Sportspersons purchasing sports shoes
- Professionals purchasing formal shoes
- All others purchasing specific profession shoes
3. Select a user persona: Since I am more comfortable with the persona of adults purchasing casual shoes, I would be choosing that persona. Let's step into its shoes and re-create its user journey:
- Firstly, he realizes that he needs to buy new shoes. The motivation behind purchasing new shoes might be the fact that his old shoes are worn out or have gone out of trend
- Then he will consult his peers and search online for the latest trends satisfying his budget
- The discussion would also include from which store should he make the purchase
- Then he will go to the store to purchase. Note that only the customers who either want to feel the physical product or who are getting discounts in physical stores will be willing to prefer physical stores over online marketplaces. Thus, it is safe to assume that the customers entering the store will be conscious of the price and quality of the product
- Then he will try on different products until he fixes his mind on one which will satisfy his ego
- Then he will make the payment through debit card/credit card/e-wallets/cash etc.
- Finally, he will try the shoes with different outfits to see if they go with each one of them
- He will also wear the shoes in front of his peers and get their feedback
- If the feedback is good, then it is ok, else he will storm into the store with the complaints and try to return the shoes or purchase another pair
4. Some measures to improve customer experience: Following are some of the measures to improve customer experience in a shoe store:
- Introduce a VR facility that will help them "try on" different outfits with their new shoes prior to purchasing.
- Introduce a loyalty card and collect data for every customer. Based on data analysis, give customized recommendations to each of them
|Introduce a VR facility||Reduce the return orders||Implementation cost may be high|
|Loyalty program and data analysis||Better customer satisfaction;|
Discounts can also be given to those who purchase loyalty cards
|It may take a long time to collect data|
5. Give final recommendations: Although initial investment cost may be quite high, I would recommend introducing a VR facility because it has a high potential for improving customer experience.