227. Improve Customer Loyalty and Become Referable with Katrina Scarlett

Retail Online Training


Sep 16, 2024

 With host retail coach Wendy Batten

 

https://wendybatten.com/podcast-intro/

 

In This Episode: 

Do you feel like you are always looking for new
customers? Did you know that it is less expensive to keep your
customers coming back than it is to market to new ones?

In this episode of The Creative Shop Talk Podcast, I’m
sitting down with Katrina Scarlett of Scarlett & Co. to chat about
how independent retailers can elevate their in-store experience
through a hospitality-driven approach and focus on customer
retention. Katrina is a customer experience expert whose company
specializes in helping clients improve retention, satisfaction, and
monetization efforts to make a bigger impact. While she works now
mostly with authors and coaches, her experience and approach are
perfect for retail. I am so inspired by her work and am excited to
share this conversation with you. Let’s dive in!

Here are some of the highlights and major touchpoints
of our chat:

  • Customer Retention as a Key
    Strategy: Katrina emphasized that customer retention goes beyond
    repeat visits—it’s about creating loyalty and fostering a referral
    network. Loyal customers not only return but also spread the word,
    helping retailers grow their business organically.

  • The Five Pillars of Customer
    Experience: Katrina’s framework focuses on five essential areas
    that retailers should prioritize and with this framework, can set
    up actual operational guidelines for their staff and
    business. 

  1. Culture: A customer-centric
    culture should start from the top and flow throughout the entire
    team.

  2. Service: Retailers should focus on
    delivering more than just basic customer service—serving with
    intention and heart is essential.

  3. Offers: Product mixes should cater
    to customers’ needs and desires, not just the store owner’s
    preferences.

  4. Operations: Streamlining processes
    and systems makes shopping easier and frictionless for
    customers.

  5. Journey: The customer journey
    includes every interaction and touch point, from first impressions
    online to in-store purchases and beyond.

  • Adopting a Hospitality Mindset:
    Adopting a hospitality-first approach in retail is key. Treating
    customers like valued guests can make a significant impact on their
    experience and loyalty.

  • Importance of Operations:
    Efficient operations, such as easy returns and smooth checkout
    processes, are vital for improving the overall customer experience.
    Katrina highlights that operational decisions should always
    consider both the business and the customer’s experience.

  • Customer-Centric Focus: The
    success of a retail store is built on the satisfaction of its
    customers. Period. 

  • “Return to your heart of service.” -Katrina
    Scarlett

    Listen to the full episode to hear more ideas, the why
    and how to’s. You will gain actionable insights into how to improve
    your retail shop’s customer experience, build stronger loyalty, and
    create a hospitality-driven retail culture!

    About Katrina and Scarlett & Co.

    Katrina Scarlett is the founder and driving force
    behind Scarlett & Co., a company that specializes in helping
    authors and coaches improve their client retention, satisfaction
    and monetization efforts so they can increase their profits and
    expand their impact. 

     

    You can follow along with Katrina and Scarlett & Co.
    here:

    Website |
    Instagram
    | Facebook |
    LinkedIn

     

    17 Easy Ways to
    Improve Client Satisfaction & Retention

    Ready to Level Up? Join The Retailer’s Inner
    Circle. 

    Here’s everything you need to know about the Retailer’s
    Inner Circle. You’ll have access to countless Masterclasses
    including Foot
    Traffic Made Simple, Shop Standards, Money Matters, and so many
    others. Plus, you’ll have access to a private Facebook group where
    members can ask questions or share advice and their experiences of
    running a retail shop. And Q4 is coming! We’ve got your back. You
    don’t have to do retail alone!

    Related podcasts we think you’ll like: 

    Episode
    93: How to Wow and Delight Your Customers and Keep Them Coming
    Back

    Episode
    118: How to Create Loyalty and Amazing Customer Experiences
    with Author Shep Hyken

    Episode
    144: How to Create a Customer Journey Map

    Episode
    215: Coffee Break Chat: Customer Service vs. Customer
    Experience

     

    About your host, Wendy Batten

    In case we haven’t met yet, I’m Wendy, a small
    business coach and founder of the
    Retailer’s Inner Circle, where I help other independent shop
    owners learn how to gain the right business skillsets to see more
    profits, paychecks, and joy as they navigate running their retail
    business. 

    Through online classes, business coaching programs,
    speaking, and a top-ranked podcast,
    I’ve helped hundreds of retailers around the globe reclaim their
    dreams and see the success they want from their beautiful shops. My
    signature private coaching community, The
    Retailer’s Inner Circle, has helped retailers around the world
    build their retail business skill sets and confidence. 

    I am proud to have been featured in several major
    publications, including my own business column in What Women Create
    magazine. I have been privileged to be a guest on top-ranked
    podcasts and sought-after as a guest speaker and teacher for
    several brands, associations, and communities that are passionate
    about the success of independent retailers.

    When I’m not coaching, you will find me either DIYing
    and renovating my very imperfect old crooked cottage by the sea in
    the UNESCO World Heritage town of Lunenburg, NS, or blogging about
    our travel and RVing adventures and the weird fun things we get up
    to in our coastal village. I’d love to invite you to check out one
    of my free resources for real retailers at https://wendybatten.com/free-resources/ 

     

    For more support from Wendy

     

    Retailer’s
    Inner Circle – Join Wendy inside the best retailer’s
    community

     

    Free
    resources for shop owners 

     

    Hang out and connect
    with Wendy on IG 

     

    All
    of Wendy’s programs and services for shop owners can be found
    HERE. 

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    Retail Online Training