Competition in the retail sector is fierce. Everyone there is fighting for customers’ attention. Which two mechanisms contribute to success? On the one hand the products you sell determine the number of customers, and on the other hand there is a failure to exploit the most important points within the Customer Journey that win customers. Multi-Value wants to use this sort of blog in the future to explain mechanisms in the retail sector in a simple way. We will also be providing some tips.

1. HOW TWO SIMPLE
MECHANISMS
INCREASE
SUCCESS IN RETAIL
FOR FASHION AND
OTHER RETAILERS
TIPS from MULTI-VALUE
MARCH 2015

2. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#1
THE RANGE OF
PRODUCTS

3. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
YOU CAN PREDICT
THE NUMBER
OF CUSTOMERS
BY YOUR RANGE
OF PRODUCTS

4. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
WE CAN DEFINE PRODUCTS BY
A COMBINATION OF THE
PRODUCT CATEGORY &
THE INVOLVEMENT

5. PRODUCTS
FOR DAILY USE
PRODUCTS
NOT FOR DAILY USE
INVOLVEMENT
WANTED
INVOLVEMENT
NEEDED
A
DC
B

6. PRODUCTS
FOR DAILY USE
PRODUCTS
NOT FOR DAILY USE
INVOLVEMENT
WANTED
INVOLVEMENT
NEEDED

7. ORDINARY+
NEEDED
ORDINARY +
WANTED
EXCEPTIONAL+
NEEDED
EXCEPTIONAL+
WANTED
ORDINARY BASICS +
ORDINARY
SPECIALS
AFFORDABLE
LIFESTYLE +
SMALL PLEASURES
TRUSTED ADVISORS LIFESTYLE
CURATORS
A B C D
MORE
LESS

8. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
WHAT IF MY RANGE OF
PRODUCTS IS
EXCEPTIONAL BUT I
NEED MORE
CUSTOMERS?

9. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#TIP
ADD ORDINARY
PRODUCTS TO YOUR
RANGE OF PRODUCTS

10. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
HOW MANY TIMES WILL YOU
BUY A NEW BED OR A NEW
SOFA IN YOUR LIFETIME?

11. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
LESS
HOW MANY TIMES WILL YOU
BUY A NEW BED OR A NEW
SOFA IN YOUR LIFETIME?
PRODUCT WANTED EXCEPTIONALLY

12. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
MORE
LESS
PRODUCT WANTED EXCEPTIONALLYPRODUCT NEEDED + WANTED ORDINARY
… BUT
HOW MANY TIMES WILL YOU
BUY NEW TEALIGHTS, PLATES
AND FOOD IN YOUR LIFETIME?

13. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#2
THE COMPLETE
CUSTOMER
JOURNEY

14. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
DO YOU BELIEVE
THAT CUSTOMERS
REMAIN LOYAL TO A
RETAILER OR A
BRAND
BECAUSE OF THE
PAST?

15. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
CUSTOMERS DO NOT REMAIN LOYAL.
YOU HAVE TO CONVINCE THEM OVER
AND OVER AGAIN.

16. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
PRICE AND QUALITY ARE NO
LONGER ENOUGH TO CONVINCE
CUSTOMERS
#1

17. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
A STORE OR WEBSHOP IS THE NEXT-TO-LAST
POINT OF CONTACT IN A CUSTOMER JOURNEY
90% OF RETAILERS USE A STORE OR WEBSHOP
AS THE FIRST POINT OF CONTACT
#2

18. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
CUSTOMERS HAVE TO KNOW AND
BELIEVE IN YOUR BRAND OR RETAIL
CONCEPT
TO PUT IN THEIR SHOPBRARY

19. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
SHOPBRARIES FILL UP WHEN
CUSTOMERS ARE BROWSING FOR
NOTHING IN PARTICULAR

20. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
YOU’RE LOOKING FOR A
NEW BLACK DRESS

21. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
HOW DO YOU SHOP TO
FIND THIS BLACK DRESS?

22. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
MY NEED SHOPBRARY COMPARING
A BLACK
DRESS
ALL THE
PLACES
WHERE I KNOW
I CAN FIND A
BLACK DRESS
DO I LIKE THE
DRESS?
WHAT’S THE
PRICE? IS IT
AVAILABLE IN
MY SIZE? ETC.

23. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
DECISION PURCHASE DELIVERY
A BLACK
DRESS
PURCHASING
THE DRESS
ONLINE OR IN A
STORE
THIS IS THE
BLACK DRESS
I WILL BUY

24. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
THE MOMENT YOU WEAR THE
DRESS
?
THE SHOWCASE
FOR THE DRESS
AND YOU
“Nice dress, where did you find
it?”
WHAT NOW?

25. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
THE TWO MOST-FORGOTTEN
POINTS OF CONTACT IN THE
CUSTOMER JOURNEY
SHOPBRARY ?&
BEFORE AFTERPURCHASE

26. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
WHAT IF I NEED MORE
CUSTOMERS?

27. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#TIP 1
PUT A LOT OF CONSTANT EFFORT
INTO GETTING INTO POTENTIAL
CUSTOMERS’ SHOPBRARIES

28. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#TIP 1
BE AWARE THAT SHOPBRARIES FILL UP
WHEN PEOPLE ARE LOOKING FOR
NOTHING IN PARTICULAR,
i.e. WELL BEFORE THEY HAVE A NEED

29. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#TIP 2
DO THE SAME AFTER A PURCHASE

30. IT’S NOT BECAUSE YOU SOLD SOMETHING TO A
CUSTOMER THEY WILL STILL BE HAPPY WITH
THEIR PURCHASE FOR A WHILE.
SO ASK YOUR CUSTOMER ABOUT THEIR SATISFACTION
#TIP 2
*the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.

31. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#TIP 2
IF YOU ASK THEM ABOUT THEIR SATISFACTION, YOU
WILL KNOW IF THEY ARE HAPPY OR UNHAPPY ABOUT A
PURCHASE.
WHY IS THIS IMPORTANT?

32. *the images used are royalty-free as far as we know.
If not, please inform Multi-Value and we will remove the image within 4 days.
#TIP 2
1. YOU CAN MAKE A UNHAPPY CUSTOMER HAPPY
AGAIN BY FOR EXAMPLE A DISCOUNT OR GIFTCARD.
2. YOU KNOW YOU HAVE TO STOP PRODUCTS
CUSTOMERS ARE NOT SATISFIED ABOUT. IF YOU DON’T,
CUSTOMERS WILL NOT PROMOTE YOU

33. HEADQUARTERS
Multi-Value BVBA I Western Southern Europe
Eiermarkt 13-17
2000 ANTWERPEN
BELGIUM
T. +32(0)3 212 15 15
info@multi-value.com
HEADQUARTERS
Multi-Value B.V. I Northern Europe
Richterpad 5
5554 BJ VALKENSWAARD
THE NETHERLANDS
T. +31(0)40 201 33 28
info@multi-value.com
HEADQUARTERS
Multi-Value GmbH I Central Europe
Schloss-Rahe-Straße 15
52072 AACHEN
GERMANY
T. +49(0)241 936 734 00
info@multi-value.com
There is more
information at
www.multi-value.com