With host retail coach Wendy Batten

 

https://wendybatten.com/podcast-intro/

 

In This Episode: 

Do you feel like you are always looking for new customers? Did you know that it is less expensive to keep your customers coming back than it is to market to new ones?

In this episode of The Creative Shop Talk Podcast, I’m sitting down with Katrina Scarlett of Scarlett & Co. to chat about how independent retailers can elevate their in-store experience through a hospitality-driven approach and focus on customer retention. Katrina is a customer experience expert whose company specializes in helping clients improve retention, satisfaction, and monetization efforts to make a bigger impact. While she works now mostly with authors and coaches, her experience and approach are perfect for retail. I am so inspired by her work and am excited to share this conversation with you. Let’s dive in!

Here are some of the highlights and major touchpoints of our chat:

• Customer Retention as a Key Strategy: Katrina emphasized that customer retention goes beyond repeat visits—it's about creating loyalty and fostering a referral network. Loyal customers not only return but also spread the word, helping retailers grow their business organically.

• The Five Pillars of Customer Experience: Katrina’s framework focuses on five essential areas that retailers should prioritize and with this framework, can set up actual operational guidelines for their staff and business. 

1. Culture: A customer-centric culture should start from the top and flow throughout the entire team.

2. Service: Retailers should focus on delivering more than just basic customer service—serving with intention and heart is essential.

3. Offers: Product mixes should cater to customers’ needs and desires, not just the store owner's preferences.

4. Operations: Streamlining processes and systems makes shopping easier and frictionless for customers.

5. Journey: The customer journey includes every interaction and touch point, from first impressions online to in-store purchases and beyond.

• Adopting a Hospitality Mindset: Adopting a hospitality-first approach in retail is key. Treating customers like valued guests can make a significant impact on their experience and loyalty.

• Importance of Operations: Efficient operations, such as easy returns and smooth checkout processes, are vital for improving the overall customer experience. Katrina highlights that operational decisions should always consider both the business and the customer’s experience.

• Customer-Centric Focus: The success of a retail store is built on the satisfaction of its customers. Period. 

“Return to your heart of service.” -Katrina Scarlett

Listen to the full episode to hear more ideas, the why and how to’s. You will gain actionable insights into how to improve your retail shop’s customer experience, build stronger loyalty, and create a hospitality-driven retail culture!

About Katrina and Scarlett & Co.

Katrina Scarlett is the founder and driving force behind Scarle