05 August 2021
A successful in-store execution strategy is what makes shopping in a store so magical. It's how a really cool idea becomes a reality.
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Today’s consumers are no longer content with an average store experience. They want to be inspired and engaged, they want to feel safe and comfortable. They want an immersive experience.
But immersive experiences don't happen by accident. Retailers have to create them and implement them effectively in stores.
Since the start of 2021, foot traffic has increased by 44%, but this is fragile. In an era when the risks of Covid are still looming and online shopping is easier than ever, retailers only have one shot to get it right in-store.
This article will help you better support your store teams by implementing the 3 core components of a successful in-store execution strategy.
- The definition of a successful in-store execution strategy
- Who benefits from a well-executed store concept
- Why in-store execution is a challenge for retailers
- The 3 core components every in-store execution strategy must have
- What you'll need to start implementing your new in-store execution strategy today
Let's start with the basics. What does in-store execution mean?
In-store execution is the correct implementation of brand guidelines, promotions and everything else required to provide the ideal customer experience.
Successful in-store execution is the quick, consistent and perfect implementation of all these things without putting a massive strain on store teams.
So, a successful in-store execution strategy is a set of behaviours, best practices and technologies that make flawless implementation easy for store teams.
Why is a successful in-store execution strategy crucial for retailers?
A solid in-store execution strategy helps retailers:
- Improve the in-store experience by turning vision into reality, faster
- Increase in-store conversion rates and boost sales, because customer experience has improved
- Become more agile, reactive and competitive, since it's easier to trial new concepts
It helps store teams:
- Sell more by refocusing their time on what matters
- Improve their performance, because there's a plan for them to succeed
- Increase their job satisfaction and engagement, because now they can be certain they're contributing to increased sales and happier shoppers
It helps consumers:
- Enjoy shopping more, because the customer experience has improved
- Find what they're looking for faster because store teams have more time to help them
- Engage more deeply with the brands they love, since each in-store experience is consistent
But what happens when a retailer has an insufficient in-store execution strategy, or worse - doesn’t have one at all?
- Directives from HQ aren't implemented properly, if at all
- The revenue that went into creating new concepts is lost
- Customer experience suffers
- Sales are lost
Why is in-store execution a challenge for retailers?
Coming up with the idea is the fun part; getting it 100% completed isn’t as easy. That’s why it’s easier to buy the expensive gym membership than it is to wake up at 5:30 AM to actually go.
Deloitte estimates that 90% of companies fail to execute on their strategy. But execution is even more difficult for retailers. Why?
- Different stores have different skill sets. Some store managers are people-centric. Some are detail-focused. Retail moves at a million miles a second, and with different skill sets and a million competing priorities, there’s no bird's eye view of what’s going on in every store. Sticking to the plan is difficult, and it’s not the store teams’ fault.
- Not enough support from HQ. In the traditional hierarchy of retail, head office decides what gets done and stores do it, no matter how confusing things get. In 2021, with many shoppers reluctant to set foot in a store, retailers have to make the brick and mortar experience worth a customer’s while. That means HQ’s top priority should now be to support stores in providing the best experience possible.
- Outdated procedures. Just because something worked well 10 years ago doesn't mean it works well today. In fact, you can almost guarantee it won’t. Endless emails and calls from the area manager checking whether the new window displays have been implemented are taking store teams off the shop floor and preventing them from doing their jobs properly.
- No visibility into what goes on in-store. Retailers can't perfect their in-store execution strategy if they have no idea how their stores actually operate day to day. Visibility isn't about big-brothering stores: it's about seeing things from a store team's perspective to make their daily lives easier.
Here are the 3 things every retailer needs for a successful in-store execution strategy.
Component 1: A detailed plan for stores to execute
Every retailer wants an exceptional customer experience. But not every retailer has thought through what this should look like in every store.
In 2021, there’s one aspect of the in-store execution strategy that takes precedence over all else: health and safety precautions. Retailers now have to adapt to loosening and tightening COVID-19 to keep both employees and customers safe, and often these can change suddenly and dramatically. Even post-pandemic, health and safety is still a huge factor of the in-store experience - it is not okay for customers to be slipping on wet floors or around teetering displays which have not been assembled safely.
But it’s not just about the big issues like health and safety procedures. If your plan doesn’t include every single tiny detail that makes up the perfect customer journey, in-store execution will be mediocre at best.
When a retailer has a successful in-store execution strategy, the ideal journey through the physical store has been carefully and thoroughly mapped out.
A properly implemented plan is what the perfect customer experience looks and feels like - from finding the nearest location (and the correct opening hours) on Google Maps through to being thanked for their purchase before leaving the store.
Things like lighting, temperature and social distancing precautions are all part of this plan, and should be consistent in every store.
A successful plan specifies how the ideal retail experience makes every shopper feel special. Sales associates are a huge part of that customer journey - how they greet customers, the technology they’re equipped with to help shoppers, and the procedures they use to solve difficult situations. Shoppers are happiest when they feel like sales associates are going the extra mile to help them.
In fact, a recent study from McKinsey found that consumers in the US, UK, France and Germany ranked knowledgeable and helpful staff as one of their top 3 priorities for browsing and making purchases in-store.
So if the retailer hasn’t figured out every detail of how they want sales associates to interact with customers, it’s a recipe for disaster.
Key takeaway: Your in-store execution plan is a blueprint that shows what a successful store should look like. If it's unclear in any way, the in-store experience will suffer.
Component 2: A store team-friendly way to communicate your in-store execution strategy
So now we have our incredible customer journey all mapped out. Every detail is perfect. How do we achieve perfect execution of that customer journey in-store?
All retailers send guidelines and instructions to their stores. The problem arises when they’re not in a format that facilitates easy in-store execution.
For HQ, printing off 20 page stacks of paper guidelines and mailing them off to stores could be something they’ve been doing for years, so they haven’t given much thought to whether it’s the smartest or most efficient way of working.
But for store teams, it’s a headache.
When a retailer has a successful strategy for communicating with stores, point of sale materials and guidelines always arrive on time, and rarely have any parts missing.
But what if the store does receive the wrong guidelines, or their display is missing a stand?
Mistakes happen, of course. But especially in the COVID-19 era, they need to be resolved as quickly as possible. If stores are missing the essential items they need, such as hand sanitizer, shoppers won’t feel comfortable coming in and they’ll lose business.
A good communication strategy should include an easy way for stores to ask for help and flag issues to stop that from happening.
Whether it be training, planograms or point of sale materials, a great communication strategy formats information specifically for deskless workers on the go with lots of competing priorities.
To master a successful in-store execution strategy, the retailer needs to understand that the smooth day-to-day running of the store is a bigger priority for store teams than perfectly following the plan HQ sends out.
For example, store teams are more concerned with making sure shelves are stocked than they are with making sure a new collection is launched on time.
So if HQ wants everything implemented perfectly, they’ll need to see things from the store's point of view and make visual, operational and training tasks easy to understand and complete.
Key takeaway: Continuing to use outdated methods of sending VM guidelines, promotional materials, and daily operational tasks to stores means that things aren't getting done and your customer experience is suffering.
Component 3: Consistent monitoring, measuring and analysis of in-store implementation
A new store concept might be innovative and look incredible, but does it actually drive sales?
And if it doesn’t, could the reason be that confusing instructions prevented its correct implementation?
Store visits are great ways to audit overall store performance and give teams extra coaching and training, but aren't enough to constitute monitoring.
That's because area managers are even busier than store teams and don't have the bandwidth to frequently check in on every store.
In 2021, with face-to-face contact limited only to the most essential of circumstances, in-person store visits are now even rarer. Remote store visits are a great way to resolve this, if carried out correctly.
Take, for example, a retailer whose new bestselling SKU is a branded face mask. When regional managers recently started visiting stores again post-lockdown, they realized that the face masks weren’t being displayed in 20% of stores. This major oversight could have been avoided if they had adopted a remote store visit model, instead of solely relying on face-to-face communication.
A feedback loop is needed to communicate the plan, then see how the plan has been executed on.
Monitoring is the first step in making sure the correct customer experience ends up in stores, on time. By monitoring store progress, retailers can determine what works, what doesn't, and make the appropriate changes.
Key takeaway: You can't improve what you can't measure.
Where do I start?
Here's what you'll need to start implementing the 3 core components of a successful in-store execution strategy:
- A mindset change - to make their in-store execution strategy as efficient as possible, retailers will need to see things from a store team's perspective
- A thoroughly mapped out customer journey
- Visibility into in-store operations
- The right retail execution technology to help you get there
Looking to improve your in-store execution with retail execution software? Check out these 5 considerations to keep in mind when choosing a retail execution vendor
An in-store execution strategy that drives results should be a continuous cycle.
Make a plan. Communicate the plan to stores. Monitor, measure and analyze the results.
A good strategy means nothing is left to chance, because in retail, failing to plan means planning to fail.
How can retailers reduce the skyrocketing cost of operating physical stores in 2021 - without sacrificing the quality of in-store execution and overall store performance?
Download this free Ebook to learn how to use tech to help each store do more with less.
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