Small moments, Big Impact: 5 Touchpoints Every Retail Team Should Master

The little things are bigger than you think. 

Huh? What do I mean? 

Get your coffee (or tea ☕) and let me tell you a little bit more about it. 

The small, little differences in the way your team operates are the ones that separate a forgettable shopping trip from an unforgettable one, because those micro-moments lead to big impact.

Customer loyalty doesn’t come from that 20% discount (everyone can do that). 

But can everyone have trained teams that can understand body language? React with empathy? Go the extra mile? I’m here to tell you, no they can’t, but you can.

That's when the big impact happens: not in the markdowns, but in the moments. 

You need to be able to predict and understand. Create an experience that feels like home away from home. 

So what moments should I look out for? 

Let’s cover the basics. 

People shop in physical stores more unpredictably than online. 

And this is why a human-centric approach is what makes ALL the difference, because numbers and data alone won’t cut it.

Have you ever stopped by a store front on your way to meet a friend? Ever wondered how this piece of clothing looks on you while waiting to get across the street? You sure have. 

People have all kinds of things on their minds when entering your store, how can you be the one memory they take home with them?

Let’s see what small but meaningful moments CAN and WILL turn your store into an unforgettable experience. 

1. Know your audience. 

Train your staff to care. 

Train them to understand what kind of customers usually walk in, to observe their state. Are they sure what they're looking for? Do they need help? 

Always greet the customer. Make eye contact with them, let them know you’re there and available, if there is room for conversation, go for it, don’t just stand. (a little extra tip: read the room first, not every situation is the same)

Be curious about their needs, and stay curious throughout their journey. 

A simple “Hello” may feel small to you, but has a big impact on the psychology of the customer.

1. Win through simplicity. 

You are probably aware of the importance of looks 👀. (Not these looks, how your store looks). 

You need to think about your store as a whole, as a living breathing creature. You need harmony, not splashes of oversized discount signs or piles of items stacked and left to gather dust.

Think simple, not minimal. Follow the aesthetic and the vibe of your store. Because the impression you leave is bigger than you think - so make it last.

People see before they even enter. They form a feeling just by looking.

Remember that and let your store be the front you would be proud of looking at.

1. Packaging. 

Since we’re in the eye-candy touchpoints 🍬 

Yes! Packaging! Seems like the smallest touchpoint, but I assure you it IS very influential.

Gift boxes, ribbons, stickers, bag quality, label, colors, visuals, design…I can go on!

We live in an Instagramable age where…you guessed it…looks matter.

From the smallest business to the largest store chains, packaging is VERY important. It can make your brand memorable or forgettable. 

🔎Consider if it blends visually and design-wise with the rest of your store. This is your identity we’re talking about. Make it look elegant, premium, soft, whatever your vibe is. Be cohesive with it. 

And don’t forget to pay attention to the details, to the quality and materials, because the customer will.

1. Hospitality touches. 

Can your team members help by just caring more? Because this is the real deal. 

The small human moments. The extra mile.

For example, if it’s raining, can they help store umbrellas? 

If the customer is holding bags, can they help them so that they can freely shop, touch and browse?

Can you serve tea/coffee?

Can you offer some fun moments to the children while the parent(s) try-on something?

These tiny details with minimal execution, carry a big impact on how your customer perceives your service.

1. Fitting rooms.

I bet you unfortunately know how overwhelming fitting rooms can be. 

Your team needs to take care of this area with extra love.

We are familiar with all kinds of people entering a fitting room and feeling bad for themselves. From younger to older. 

The customer needs to feel confident, the lighting should be flattering, not the opposite…as in many cases. 

The curtains can’t be full of dust and your team M.I.A. 

Make them feel like they are trying something on for their bestie in their living room. 

Make them want to do rounds in your fantastic mirrors.

Of course…clean counters and fitting rooms and well organized systems are a must. 

They have greater influence than you might think. Do it and you will remember me.

Master all of the above and you’ll be more than fine. 

But since we’re reaching the end of this article, you should know what to avoid at all costs:

• Inattentive, always too busy staff

• Messy fitting rooms or dim/unflattering lighting

• Lack of follow-ups

• Generic scripted interactions

• Overwhelming store front

Get involved, care, understand, be quick to show and respond.

Focus on being there on a rainy day, greet with a smile, anticipate, observe and wholeheartedly help. And you will have something more precious than a happy customer, you’ll have a LOYAL one. 

Because at the end of the day it is all about the customer, and this is the most effective way to create impactful and lasting relationships with them.

🚀 Unlock the full potential of your team and store. 

Future-proof your customer experience with The International Retail Academy. 

In a sea of sameness, YOUR people and YOUR stores will finally stand out.

Get in touch to discuss the right next step for your stores or to hire Kayleigh as a speaker.