Seven seconds. Seven seconds is all it takes to create a lasting first impression in any setting. In retail these seven seconds affect sales. Ensuring the customer is welcomed into a store can positively influence their purchasing and overall experience.
It should come as no surprise that many stores across the UK are turning to the american model when it comes to store greetings. Nominating a member of staff to ensure each customer is greeted within these seven seconds each time they enter the store.
But the security provision of a store can provide this service with additional benefits.
The security officer is often the first person a customer sees when entering a store and the last on leaving. Therefore it’s instrumental in the customer forming their first impression of the retailer.
What are the key factors which make this a successful model:
Physical appearance is important. The image of the officer is directly linked to the store in the customer's mind and their standards should reflect the stores. All officers should be well groomed, wearing a smart and clean uniform.
The way in which an officer treats a customer throughout their store experience is also key. Is the officer actively greeting customers or hiding behind a security podium. Are they picking up on social cues or are they over communicating to customers who don’t want to be bothered.
Finally is the officer equipped with the knowledge to deal with customer queries. Does their training involve store orientation as well as the security aspects of the role.
What we’re seeing in the security industry is an option to include other services which can be paired with an officer's role in the retail setting. Provided they have the correct training and induction a security provision which takes these aspects in their stride provide an excellent, valuable service.
To find out more about our security services email us at firstname.lastname@example.org