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The retail industry is undergoing fierce competition. Customers have plenty of options when it comes to spending their time and money between e-commerce sites and traditional retail stores. In order to stay competitive, you need to give them compelling reasons to visit your retail store. A brick-and-mortar business should always be looking for ways to improve their retail customer experience and one of the greatest brand differentiators in a retail store environment is the customer experience. This includes everything from how your store looks to how employees engage with customers to whether or not customers have a positive or negative experience at checkout.

Retail in 2022 is all about the seamless retail customer experience. From online to in-store to hybrid, you should create a cohesive, positive, and frictionless customer experience, no matter where the customer journey begins, whether it is marketing, customer service, or sales. Consistent retail customer experience drives retention, satisfaction, referrals, and sales. As per PWC case studies, it is estimated that 59% of Americans will walk away from a company or product after several bad experiences, 17% following a single bad experience, even if they love the company or product, and 32% of all customers would stop doing business with a brand they loved after one bad experience. This itself proves the importance of maintaining a good relationship with your customer.

What Makes a Customer’s Shopping Experience Seamless?

For creating a seamless retail customer experience, brands should focus on combining customer data to offer personalized consumer interactions and to provide a continuous journey across channels, both online and offline, as the shopper moves from one to the other and back again. Every interaction should be focused on keeping the customer engaged, removing friction from their journey, and ensuring that they receive a great experience. The following five components are critical to achieving seamlessness in an era when retail customer experience is just as important as the actual merchandise:

1. Informed

Without insight, businesses cannot achieve continuity. Hence, a holistic view of the customer is essential for success, so that you can recognize consumer behaviors, needs, and interests across both channels. Experian data revealed that 97% of organizations desire a complete view of their customers, but 81% of marketers are struggling to do so. To fully understand their customers, organizations must tap into their own first-party data.

2. Connected

Brands must be able to collect, connect, and utilize disparate data sources both online and offline in order to recognize customers across channels and create consistency. The ability to connect first-party data to each step in the customer journey is imperative for businesses looking to achieve true seamlessness, no matter how many times consumers switch between the channels.

3. Fast

Consumers switch devices quite often, as is fairly well known. Criteo estimates that 40% of e-commerce transactions involve multiple devices on the path to purchase. Nevertheless, marketers need to be prepared for the speed at which they switch between platforms. For online retail stores, it is critical that brands are able to connect first-party data, recognize consumers across channels, and personalize as their customers switch from desktop computers to tablets and between in-store and online experiences.

4. Personalized

Creating a truly seamless and personalized retail experience means tailoring every step to the individual’s preferences, past shopping behavior is the key to a seamless customer experience. Research by eMarketer found that 81% of consumers desire easy, personalized, and relevant online shopping experiences.

5. Device Optimized

In addition, in order for a business to create a truly continuous Omni channel retailing seamless experience, its digital properties need to be optimized for varying devices ranging from smartphones to tablets to desktop computers. Adobe reports that 39% of users will leave a website if it takes too long or the images do not load. Consumers should expect a consistent browsing experience regardless of the device or channel.

How to give a seamless retail experience to your customers at your retail store?

Customer experience is seamless if, whether online or offline, the same branding, structure, values, and tone are displayed. To provide ease and simplicity for their customers, companies can use the following strategies:

Relationships with customers come first

You must engage with your customers to build strong customer relationships, no matter how big or small your retail business is! Your brand’s long-term success depends on its ability to build trust with customers over time. Consumers today constantly evaluate the relationship they have with the brands in their lives, and a few mistakes could cause your business to be dropped. You can, however, dramatically increase your lifetime customer value if you consistently impress your customers with caring, personalized service. For instance, by putting your heart into every interaction with your customers, your business can gain a huge competitive edge

Business owners need to be aware of the importance of a strong relationship built on loyalty, mutual respect, and the desire to make both parties happy. You must know that customers can act as your sales force by telling other individuals about your company’s benefits. Thus, in order to remain successful, you need to hear directly from your customers about what is working and what isn’t and then work on it accordingly.

In the absence of a personal connection, a potential customer may not sign up or may never return. Consistency is valued by customers, and they will not tolerate rudeness, neglect, or non-performance of promises. Unsatisfied customers will spread the word about their bad experiences to all of their contacts. Zendesk reports that 87% of customers believe brands need to put more effort into providing a more seamless, consistent experience across all channels. Thus, customer relationships will always be at the core of the business, no matter what fancy buzzwords appear or what new technology emerges!

Learn about your target customers and their journey

An impressive website, quality products, and a customer support team on call may seem like the perfect mix to attract prospective clients, but when customers feel unsatisfied with their buying journey, they are more likely to look at your competitors the next time. You focus your business on your customers by improving the retail customer experience at each stage of the journey, putting them at the center of everything you do.

Every customer is unique, and even if the end goal of making a purchase is the same, the steps they take to get there will differ. As a result, it’s important to know your “target customer” and understand the journey they take as they research, decide, and buy. The journey of customers also helps brands understand how they seek out products and services that meet their needs and expectations and what role a specific business plays in this process. You can map the customer journey by considering each stage of buying a product, i.e. note down what the customer feels and what action must be taken at each stage.

The psychology behind online and offline shopping

No matter if they shop online or in-store, customers are looking for convenience. The trend of shopping online has decreased the consumer’s time to go outdoors in this agitated lifestyle. Still, the offline mode of shopping has its own benefits and can never go out of style. Going to conventional retail stores and buying products is still the favored choice of the massive population. Hence, combining digital and offline platforms or an omnichannel approach can provide the best customer experience

By combining online deliveries with traditional retail models, retailers will be able to increase their visibility, drive sales and traffic, and integrate digital touchpoints. Combining online deliveries with conventional stores can change the brick-and-mortar business model, as offline stores, when paired with a digital app, eliminate lines at checkout, cashiers, and the entire checkout process altogether. Consumers can probably scan the barcode on the mobile app to shop easily; using IoT and sensors, the mobile app will track when products are taken or returned from the shelf and then update the cost in their account accordingly. As a result, the omnichannel retail model provides better customer satisfaction while simultaneously providing more purchase channels to customers.

Managing customer relationships with the right tool

As a retailer, you have the chance to create a personal connection with each and every customer who comes into your store or visits your website. A CRM system also called a Customer Relationship Management System, allows you to collect and access data to enhance those relationships. CRM software basically allows you to centralize, optimize and streamline your contact with your customers.

Even though it may sound simple, the mere fact that all contact information is in one place makes CRM a super-effective communication tool. The CRM system gives your sales, marketing, and customer service teams an advantage by offering easy access to key information. CRM also lets you sort your data according to categories and criteria, making it easy to create targeted lists. CRM is not only great for finding and nurturing new customers, but it’s also a great way to keep your existing customers happy.

Consistency is the key

Consistency provides your customers with a sense of security and they are happy to return for the level of service they have come to expect and the quality of products they have grown to love. The creation of loyalty and trust will go a long way if you create a strong brand and communicate it to your customers.

It is not necessary to be a large retailer to offer a seamless and satisfying retail customer experience. As long as you learn what your customer wants and how they make purchasing decisions, use the right tools to interact with them, and develop a brand that nurtures customer relationships and maintains consistency, you will ensure that your customers have a great experience, and come back to you for more.


There is a certain level of service that customers have become accustomed to! The level of customer service is high due to so much competition, and it is likely to keep increasing as retailers continue to innovate. When it comes to in-person or even online interactions, the retail customer experience makes all the difference. When you have a highly trained team that understands customer needs and is equipped with great technology to accommodate them, you can build long-term relationships with your customers.

About YRC

Your Retail Coach has a team of strategists, specialists, and experts with all the experience and qualities needed to execute a successful retail business be it online or offline, or a combination of both! At YRC, we also work with existing retail businesses to help them achieve greater business excellence. YRC focuses primarily on improving your retail business growth by minimizing challenges and maximizing ROI. A YRC consultant can assist your business in achieving key goals and gaining actionable insights at different stages of your retail store’s setup. Read more about eCommerce and retailing! Check out our resources now!

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Author Bio

 Nikhil Agarwal

Nikhil Agarwal

Chief Growth Officer

Nikhil is a calm and composed individual who has a master’s degree in international business and finance from the United Kingdom. Nikhil Agarwal has worked with 300+ retail e-commerce brands and companies from various sectors, since 2012, to define their growth strategy and achieve operational excellence. Nikhil & his team have remarkable success stories of helping brands achieve 10X growth.

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    The idea of having Ecommerce Consultants on-board from the beginning itself points towards reducing the involvement of the promoters in daily operations. Ecommerce Businesses willing to be a brand reaping profits & sustaining the competition must ensure that most of their processes should be automated. The more the manual intervention, the more would be the errors.

    In Ecommerce business, you get only 1 chance to impress the customer & if you mess up there, you lose the customer for long.

    Process automation in respect to all the activities pertaining to customers from order receiving to order fulfilment is a must for a seamless experience for the customers.

    Task Management is another grey area where most deadlines fail as 90% of the tasks are assigned manually & are forgotten, unheard, misunderstood or mistaken.

    YRC Team of Ecommerce Management Consultants helps to make maximum of the processes system-driven to ensure minimalistic manual intervention.


    No matter how good your product is, the customer would know only if it looks good.

    Photography includes the following steps:

    • Cataloguing your products
    • Cataloguing your images
    • Backup your images (A few cloud storage solutions include Dropbox, Google Drive, Bitcasa, Apple’s Cloud Storage etc.)
    • Choose the right camera & lens (You may also outsource the photography to a third party agency)


    Digital Marketing includes SEO & SMM. SEO i.e. Search Engine Optimization includes activities like back-linking, meta tags, blog-writing etc. to ensure your website ranks on the 1st page on Google Search.

    Next comes SMM i.e. “Social Media Marketing” which as the name suggests including promoting your products on all the social media sites, email marketing, influencer marketing & several other BTL activities.

    These activities are going to be recurring & would decide the traffic on the website, the conversions, whether the right target market is tapped, the likes, the views, the orders, the reviews & much more. YRCs Ecommerce Consultants create a budget for digital marketing right from pre-launch to launch & for each month thereafter.

    Building digital marketing strategies in coordination with the agency, selecting them to signing them off would be the role of YRC.

    This ensures seamless coordination, detailed interactions & desired execution as it is always advisable to work with a single agency than multiple of them.


    Selection of the right software for smooth functioning of back-end operations right from production to webstore display would be suggested and integrated by YRC Team.

    YRC’s Team defines SOPs of Product Movement, maps it with the locations & people. They then create a blueprint of all the features required in the software & help in shortlisting & selection.

    IT Integration involves connecting your offline inventories with real-time online webstore so when a sale occurs, inventories get deducted real time across offline as well as online platforms.

    This helps in accurate inventory management, maintaining the MOQs, re-order levels & achieving the optimum inventory levels.

    Some popular software include unicommerce, viniculum for your front-end website management & Genisys for your entire back-end Purchase, Production, Accounting, Invoicing etc. management.


    • How many cities or countries you wish to sell in?
    • Where should your Warehouse be located?
    • Should you have one warehouse in each country or city?
    • Should you be having your own delivery team in your base city?
    • Would the 3rd party vendors be reliable? What happens when they lose or misplace your product during delivery?
    • How should I manage the logistics if my goods are coming from different countries?
    • How should the goods be stored and barcoded?
    • How much space do I require for warehouse?
    • I am sure several such questions must be haunting you while you think of starting your own fashion ecommerce brand.


    At YRC, our warehousing and logistics experts can help you devise a strategy for all of the above mentioned queries and much more.

    We design the layout of the Warehouse considering the inward, goods processing, software entry, barcoding, outward, goods return, scrap storage, goods stacking & much more.

    Logistics route plan is devised considering the manufacturer to your warehouse and from there to last mile delivery locations.


    This Step involves 03 distinct parts:

    Part 1: Choosing the right Platform:

    From several platforms available in the market right from Shopify to magento, woocommerce, prestoshop, wordpress etc. you must choose the one that fits best for your business

    Part 2: UX Designing:

    “UX” denotes User Experience, which if put in simple language is building the functional requirements of the website.

    UX Designing includes designing the features required in the website, customer journey map, website features, the browsing features, navigation features, ecommerce order management process flow, checkout cart features, catalogue management, ecommerce payment system, cross selling features & much more.

    “As per statistics, 68% of the customers abandon the carts before payment”

    An interesting UX ensures the customer sticks on to the website for a longer time.

    Part 3: UI Designing:

    UI stands for User Interface, which means designing the look and feel of the website. UI includes using the right colours, elements and the entire aesthetics of the website.

    A good User Interface ensures the user completes the task that he has come for. It navigates the user through the journey of the brand in the simplest but most effective way.

    The UX designer maps out the bare bones of the user journey; the UI designer then fills it in with visual and interactive elements.

    If User experience is the bare bone, user interface wraps it up with an attractive cape.

    At YRC, our team if experts can help you develop the entire User Journey to ensure it is engaging!


    This step follows the “Designing” Phase, whether you have an in-house design team, freelance designers or an outsourced design company. It is one of the most exciting phases, as here you see your designs turning into products & your ideas turning into reality.

    In most start-up cases, production is outsourced i.e. brands tie-up with the established manufacturers/ job-workers to get their products manufactured.

    Sampling involves multiple 04 Stages, Fit-Sample, Prototype Sample, Pre-Production Sample & the Production Sample.

    Prototype Sample is the first sample provided to the buyer. It can be in any fabric/ colour. This sample is just to understand whether the product design looks equally great in reality.

    Fit Sample, as the name suggests is prepared to check the fit of the garment i.e. the various sizes, length, width etc.

    Pre-production is made by the actual production line. Here the stitching quality and other aspects related to manufacturing are checked. This is the last stage where rejection can be accepted.

    Production Sample is made before the production which is the replica of what is going to be finally produced.

    Once you are through with all this, you are good to go ahead & get your goods manufactured.


    Product Designing or Sourcing is the heart of the Ecommerce Fashion Brand.

    Product Designing / Sourcing can be done in several ways, as follows:

    • In-house Design Team
    • Freelance Designers
    • Outsourced Design Team
    • Ready Product Sourcing (From Manufacturer or Wholesaler)

    At YRC, we evaluate your business strategy & business model to arrive at the decision, which of the above ways would be best-fit for your business. In certain cases, product sourcing may be a combination of the above.

    These are the people who are going to build your brand! Whether they are the designers or merchandiser, your brand look is going to be in their hands.

    If you are designing each garment from the scratch, the sourcing would play crucial role in developing design identity of your brand.

    Sourcing includes fabric, trims, lining & all the raw material required to build the garment.


    Branding is the “Look of the Brand”, right from logo to tagline, the colours used, the brand story, the brand communications on social media, the packaging & all the other aspects which speak directly or indirectly to the customers. Branding constitutes the look & feel of the brand & hence must be thoughtfully planned to match with the product that we are selling.

    Branding must appeal to our target audience. Example : A golden colour logo depicting finesse, art, richness, premium, however beautiful it may be individually cannot go with a brand selling affordable kids wear products. So, your logo must be in-line with your brand positioning, whether you are an expensive brand or a luxury brand or a value for money brand, it must be depicted from your “Branding”.

    It is an integral part to attract the target audience.


    Organogram is the “HR Blueprint” of the business which is created at the onset, to map out the team required across each function at various stages of the business. At the launch, only key people need to be got on board to ensure the project gets started & at this stage, all of them need to multi-task. Similarly, certain financial as well as operational goals are set for addition of the further team. Example, for the operations team, we hire 1 operations manager during the pre-launch phase & we add 1 more only when the business kicks-off & we reach a volume of selling more than 1000 pcs/ month or a turnover of more than 0.1 million USD.

    SOPs are Standard Operating Procedures, a bible to run the entire organization right from Sales, Purchase, HR, Order receiving to Order fulfilment, Inventory Management, Accounts, Warehouse, Logistics, Supply Chain, Production & all the other relevant functions for the business. Business must be organized from its first day of operations; only then the tasks can be delegated.

    At YRC, we design the organization structure, the processes, and approximate time taken to execute each process, job profile of every member within the organization, their KRAs, KPIs & the Reporting Structure.


    Critical Pathway Analysis (CPA), is a project management technique which cannot be overlooked while launching an ecommerce fashion brand. Brand launch process is cumbersome with multiple inter-dependent & time-bound tasks involved, which need to be tracked to ensure the project remains on track.

    CPA outlines key tasks across the project, their turnaround time (TAT) & the dependencies of tasks upon each other. It identifies the sequence of tasks, their interdependent steps from inception to completion, their criticalities, and their dates of onset, target dates of completion along with the key responsible person for the respective activities. Critical Pathway helps in understanding the unimportant & not urgent tasks which may jeopardize the execution of the project because of an unexpected snag! It also maps out the potential bottlenecks which might be posed because of the dependencies of tasks upon each other & cases where the next task cannot be commenced before the completion of the previous one.

    CPA detects the minimum & the maximum time involvement of a particular individual or team to execute the task, thereby arriving at the overall deadlines associated with the project.

    At Your Retail Coach, we design the Critical Pathway & review it periodically to ensure the project is on track & the progress is measurable.


    Business Strategy includes the vision, mission, goals, business model, business plan & strategy for all the functions within the organization.

    Business Strategy is a well-defined plan that outlines who, what, where, why, how & when for the company; for example, who would be the target market, how to attract the target audience, when to launch new products, where to operate from, how to handle competitors, what would be the USP, what would be long term goal of the organization & several other answers to the 5Ws of Strategy.

    Business Strategy aligns the organization towards a common goal. Business SWOT helps company to identify & overcome their weaknesses & focus to sharpen the strengths. Business strategy forecasts future risks and helps business in building skillsets to overcome the potential threats.

    YRC’s Business Plan focuses on creating a “Blueprint” of the business, thereby deriving the feasibility of the concept & gauge whether the opportunity is lucrative to invest time, energy & effort. Business Plan creates cash flow understanding i.e. building inflow & outflow cash projections from Week zero to week 60 i.e. 05 year projection. Business Plan calculates the capital investment, operating costs, one-time costs, recurring costs & all the other numbers relevant to obtain the breakeven sales, return on investment, return on capital, internal rate of return & several other ratios. Business Plan is also one of the important requirements if you are targeting the “Investor Route”. Fund raising becomes extremely transparent & channelized. With business plan panned out clearly, the business will know until what point must it be stretched & where to stop, which reduces the probability of unplanned investments.


    Starting the concept of Ecommerce Fashion brand with Market Research ensures we get detailed understanding of the industry & this research report also acts as a social confirmation for your concept. Market Research helps in understanding the target locations, their population, potential online buyers for your product, competitors for each category, and top selling products of the competitors, competitors’ price range, offers & their responses & much more. Market Research helps in thorough understanding of your brand position as compared to our competitors. It helps in identifying gaps in the market, in your category along with the scope of the said product in the desired market. This will help in validation of your concept & prevents you from making the same mistakes as your fellow brands, eventually saving your time, energy & efforts. This phase is also a make or a break phase, as the market research study may at-times come up with some eye-popping numbers & statistics which might compel you to re-think on your product or category that you are planning to sell or alter your entire concept itself!! Market Research Reports analyse the competitors’ webstore for their traffic, conversion & sales. This is extremely valuable information to derive our inventory budgets & projections, which takes us to our next phase.