Ever since I was a little girl, I’ve loved shopping. My grandmother would take me out and we’d spend days at malls or downtown Montreal in the large department stores their like Eaton’s, Simpson’s, and of course the Bay. Now, I do more shopping online than in stores, but I still love to discover new products. The rush of satisfaction I feel when I try on a new pair of shoes, feel the soft leather of a new handbag, or the fit of that perfect dress is unmatched.
But over the years, I’ve also come to learn (and accept) that not everyone loves shopping. For many it’s a chore that they would rather not need to do. And, I must admit that when I need something immediately and am pressed for time, I will do “mission” shopping trips where I have pre-shopped online, checked inventory availability (maybe even reserved it) and will get in and out of the store as fast as I can. In those moments, I want a store experience that is all about speed and efficiency.
As retailers, it has become more and more difficult to serve customers. How do I know if they are in discovery mode where they want to take time to explore our products and experience our brand or in mission mode when they know exactly what they want and are just expecting fast service.
Working with and at retailers during my 25+ year career has given me insights on creating customer relevant experiences that best meet their expectations.
Nathalie Belanger 