Experience is the new measurement unit

Anita Mekler
partner
PwC

How can the shopper experience be taken to a new level? The time has come for companies to introduce a new measurement unit: With the help of the return on experience (ROX) index, those points can be identified where the loyalty of store workers have a big impact on the experience shoppers get.

Six steps for increasing the chances for return on experience:

1. Worker and shopper experience – neither of them exists without the other. An enthusiastic, satisfied and well-informed worker can easily become the ambassador of a brand for shoppers.

2. Build a target audience! Those values must be communicated in social media and a smartphone app to which both workers and customers are sensitive.

Bella Kundrák
consultant
PwC

3. Get closer to customers! The task is to find those ‘magical moments’ on the shopper route that can increase loyalty.

4. Get to know the customers – based on their behaviour and habits! Demographic data aren’t enough to communicate effective messages any more, and the same is true for targeting.

5. Manage consumer data responsibly! A great value can be created by having customer data.

6. Win the shoppers! Once the details of the shopper’s route are understood, the moment when the retailer can influence them must be identified.

Methodology: PwC interviewed 21,480 consumers from 27 countries online, between August and October 2018.

https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey/understand-your-customer.html (x)