The more I learn about the retailer and the customer, the better experience I can help create. Perspective is indispensable. When James Bickers asked me to be a part of the Retail Customer Excellence Summit Advisory Board, I didn’t even think about it. Yep. I’m in.

The summit took place last week in Chicago, and was terrific. The collection of attendees and speakers was a solid mix of perspective and best practices. At one table I saw a toy retailer with a eyewear retailer. Another table saw a giant mobile retailer sitting with a day spa owner. The eclectic mix allowed for an intimate exchange of ideas.

So, in customary fashion with other conferences I have attended, here are some of the things I learned.

OMG. Can’t Bleev no stores uzn mob tech 2 ngage custs!
A group of us toured the the Woodfield Mall on Sunday afternoon, one of the largest malls in the country. I know that because a) they told me, and b) I sat down in my hotel room and passed out for an hour from walking the entire mall. Retailers continue to jump on the social media bandwagon, but we discovered very little in practice at the mall. I didn’t peek into every single store, but saw only one that was using Twitter prominently: Metropark. They had their Twitter feed on big 36” widescreen TVs hanging in the store and facing the mall. Very effective. James Bickers noticed that out of over 275 stores, only two (TWO!) were using FourSquare. OMG indeed.

My shoes before the store walk, and three hours later.

The Best Perspective Came From Outside Retail
PGA Player Chip Beck, Consultant Mark Levy, Jim Knight from Hard Rock International, and Ed Rensi, former CEO/President of McDonald’s Corporation, gave easily the most spirited talk of the day with plenty of perspective that can be implemented at retail. Mr. Beck provided some of the best insight, saying that it’s his goal to make the people feel more comfortable when playing with him in pro-am tournaments. When he’s with a group, he makes it a point to walk at least one hole with each participant so that he can get to know them better. From a retail perspective, building relationships with customers creates a better buying environment and experience. He ended by saying that he has built a reputation on the tour as a very approachable player, and it has allowed him to participate in pro-ams a lot. (Translation: Building better relationships with your customers means loyalty and return business.)

Knows more about retail than I do. Can golf WAAAAAY better than I do. Well played, sir.

Awareness Is Not Engagement
Just because people know about you doesn’t mean they’re buying. You have to do more than shout from the rooftops. Every message has to ‘leave them wanting more.’ Mike Wittenstein showed how good first impressions have four phases: Attraction, Engagement, Information, and Persuasion, with the goal to get the customer to the next phase of the buying process. He emphasized this by saying that customers don’t care about what you tell them, they care about what they can tell their friends. Can your impressions do that?

Your Culture Creates The Experience
Bill Cusick led a great panel of retailers to talk about how the brand culture is the driver for a great experience. By personifying the brand (think Apple vs. Mac), your brand can come to life at retail. For example, Kari Blankenship from Cabela’s talked about their brand promise – “To inspire others to participate and be passionate about the outdoors” – as their essence for the in-store experience. No one remembers the purchase transaction, but everyone remembers the experience.

But People Are There To Buy Stuff
Bob Phibbs told us why customers visit a store: To buy stuff. While we all talk about a great experience, the goal should be to sell a product. Bob noted that price doesn’t make a difference, people do, and that presentation is everything, but somewhere in there some people have forgotten that you need to engage the customer to get them to actually buy.

Brands That Exceed Expectations Grow
Walter Kurlin, Business Programs Facilitator from The Disney Institute, stressed how exceeding a customer’s expectation is the goal; those are the memories in the customer’s head.

He explained how little Johnny could have a great experience in an otherwise negative situation. If the Disney ride requires Johnny to be 40 inches but he’s just under that, he would be most unhappy. Disney provides a certificate to Johnny, saying that when he reaches 40 inches, he can come back to the park and will be moved up to the front of the line immediately if he presents the ticket. Johnny goes home and puts that on the refrigerator, and has his mom measure him every day. When he hits 40 inches, everyone knows where Johnny will be. We never forget that Disney is for profit, so they get the return visitors, but Disney created a good memory and a lasting impression.

But What Are Those Expectations?
That’s the billion-dollar question to many. What are the expectations of your brand? What are the expectations of your retail experience? Chip Beck mentioned in his talk how golfers learn to accept their limitations and play within their means. I think that’s great advice because it helps brands understand where to set the bar and hopefully always be able to follow the axiom of “under promise, over deliver.” Always make sure those expectations are authentic and achievable. If you set unrealistic expectations, you’ll suffer.

The Most Valuable Guest
Target’s Chris Borek gave tremendous insight into the multi-channel customer. He explained that the most valuable customer (or as Target call them, “Guest”) is one that engages Target through more than one channel, meaning she does research online, then goes into the store, and may even use her mobile Target app while there. Those customers yield higher revenue than single channel customers. Judging by what I saw, most of Woodfield Mall would have benefitted from Chris’s talk alone.

I Won Sumthin!
There was a contest for retweeting (no…not a drinking game…darn) and I was the top retweeter of the day. My prize was the Stores and Retail Spaces 11 book, chock full of imagery of outstanding retail design. My review:

I like it. A lot. Chocolates, plz.

The 2011 Summit will be held on August 8-9, 2011 in Minneapolis, and should be on your calendar to attend. If you can make it, bring your notebook and your walking shoes. I’m sure a trip to Mall of America will be in order.

Me. 37 seconds after walking the MOA.