Customer delight is often conveniently defined as a great purchase experience. There’s no debating that a great experience inside the retail store — finding exactly what you want, enjoying the ambiance, and receiving friendly service — is a genuine joy. Shopping inside the retail crate, whether it’s a brick-and-mortar store or online experience, can be a lot of fun. However, it is far from the only joy or challenge in life.
Retailers who see their customers as genuinely three-dimensional people and can act on this rich contextual insight — who customers are, what problems they are trying to solve in their lives, who they are solving these problems with and how they define value — have the opportunity to differentiate themselves in a compelling way. This is good news in a crowded marketplace, because as stores become ever more polished, a fine shopping experience will become an increasingly commoditized part of the business.