Create a practical experience for your customers with product history and usage guidance

Top 6 in-store practices transforming customer experience, Part 1 of 6

Product Education

Educating on a product is simple — it involves informing customers about the product, explaining its comprehensive features, and telling them how they can use it effectively. Product education allows businesses to market their items to new customers. You can teach them to use the product to its full potential.

Why is product education important?

Making a purchase can be a nerve-wracking experience. Purchasing an expensive product or one from a store that shoppers are unfamiliar with can cause anxiety. In fact, 45% of shoppers surveyed by Google in 2019¹ indicated that they used Google to research a purchase they planned to make in-store. Offering programs that educate customers about the products you have available will help alleviate these concerns.

Sephora

Sephora provides Beauty Classes to people of all experience levels. The classes:

• are based on Sephora’s research on its customers
• teach customers skills they need to improve their make-up and skincare regimen
• help build customer loyalty, as beauty products are often complicated and intimidating to beginners
• allow customers to transition into their new lifestyle easily by purchasing the products and tools from Sephora

How can you educate your customers?

These are a few product education strategies being used by retail companies to provide customers with a comprehensive understanding of the product they wish to purchase.

• Bespoke in-store assistance – Training retail employees on the products available allows them to match the right product to the right customers. This system is prevalent with lingerie brands like Victoria Secret and apparel stores like Levi’s, where the employees work hand-in-hand with customers to find products that best fit their needs.

• Provide masterclasses – Many retail stores (such as Apple and Sephora) provide “Masterclasses”, teaching customers about their products and how customers can optimise their purchases.

• Offer a gallery experience – Educating customers about the history and value of a product builds brand appreciation for the items.

• Share learning journeys – Using online platforms such as social media allows customers to share their learning journeys while using a product. Athletic brands such as Lululemon are doing well in helping their customers understand their brand better through social media trends.

Understand how you can help your customers find in-store solutions with technology in Part 2 of our in-store practices transforming the customer experience.

End Note

¹Google, In-store purchase search statistics – think with google, Google. [Online]. Available: https://www.thinkwithgoogle.com/marketing-strategies/search/in-store-purchase-search-statistics [Accessed: 10-December-2021].