How to use the ‘wow moment’ to engage your in-store customers

First, we had the X-Factor, now we have the wow moment, but realistically, they are not much different. X-Factor competitors are trying to impress the judges to put them through, whilst the wow moment is trying to impress a customer, with the hope that they will come back time and time again, hopefully buying a product at some stage.

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Seriously, the ‘wow moment’ is a business term which illustrates what a company does to go above and beyond a customer’s expectations, by delivering great customer service, more than the customer would normally expect. When the customer receives service which makes them think or say ‘Wow’, you know that the customer has had an overwhelming and positive experience. Marketing buffs would call this a moment of magic.


Sales staff need to engage with customers by asking a question, such as “Have you ever….” Or “May I show you….”. Getting customers involved in the demonstration will relax them and therefore start building a rapport. If an item is not available, offer an alternative, even if it is a cheaper item. Keeping the customer happy is more important, because they will leave the store feeling happy and satisfied with the service received, rather than leaving empty-handed and feeling neglected.


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Many department stores use in store media methods to advertise, by using visual merchandisers and digital installations. This is increasingly becoming an important element of the marketing and sales mix of a successful retail business. A visual merchandiser communicates directly with a targeted audience through their designs and eye-catching concepts, with the aim of maximising sales. It is a futuristic method of creating the wow factor where behaviour, trends and fashion need to be interpreted correctly, to maximise the impact of a product, thus giving the outlet a positive look.


Basically, sales staff need to have a happy outgoing personality, making the customer feel welcome and important. Give them the “you’re somebody special” treatment, even if they are only window shopping and not out to buy anything, because this treatment might make them feel that you deserve a sale and purchase something anyway. There are too many sales staff who can’t be bothered to make an effort to help, thus giving the store a bad reputation.


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