Icebergh in the Industries - PART I: Retail
"Icebergh in the Industries" is a multi-part blog series exploring how Icebergh's survey kiosk platform benefits various industries, such as retail, events, hospitality, and transportation.
The digital revolution has created a new series of unique challenges for the retail industry. eCommerce has established new pressures that are forcing brick and mortar stores to make serious adjustments or risk insolvency. However, brick and mortar stores have a key strength to play on: the in-store customer experience.
Unlike some eCommerce experiences, which can feel untrustworthy, manipulative, and overbearing with data, brick and mortar stores have a unique ability to offer customers a truly enjoyable experience while shopping. White glove service, employee expertise, fittings, and the tactile ability to use and try items are all assets that brick and mortar stores need to capitalize on. Failure to do so means that these stores will lose the battle to eCommerce. Central to all of this is customer service, but how do you really know if your customers actually like your customer service?
This is a question that has plagued brick and mortar stores for years. Stores have tried everything from receipt surveys, email surveys, in-person surveys, and more, but these methods are ineffective at best and antiquated at worst. What Icebergh offers is something far more elegant and customer friendly. Icebergh gives brick and mortar stores the unique ability to instantly measure customer feedback across multiple stores in multiple departments with tailored survey questions at various locations.
While a customer answers questions about customer service, Icebergh’s advanced A.I. collects important demographic information to enhance the actionability of the data. And to top it all off, Icebergh’s proprietary EmotionIndex tracks respondent emotions to provide users with an unbiased assessment of how customers feel when they are in your retail location.
Why does this matter? As retail embarks upon a prolonged struggle against eCommerce, it needs to sure up its strongest weapons. In-person customer service is the single biggest weapon a brick and mortar store has to fight its digital counterparts. Understanding and measuring how effective customer service is will be the battleground for the success of brick and mortar stores.
Small, measurable improvements in customer service have been shown to have substantial financial benefits for companies, and in a world of reduced profit margins, this could be the difference between success and failure.