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In-store Entertainment Keeping the Customer Satisfied


Customers who are entertained in store are likely to spend more time shopping. We take a look at different ways retailers are looking to create an appealing store environment that encourages sales.


The retail experience is about more than just going into a store and making a purchase. For some brands this simplistic approach to retail is the ideal platform for generating sales, but for others it is equally important to provide the whistles and bells that keep customers in store. It is essential for retailers to understand customer satisfaction in store and, with competition the way it is, knowing how to improve on the experience of customers is essential. One retailer who realises this importance is Debenhams. Until a short time ago, Debenhams had relied on a mystery shopper system to help them understand customer perceptions of a visit to their store, but have decided to switch to a customer management programme from Empathica. This gives customers the opportunity to highlight any positive or negative experiences they have had in store, allowing Debenhams to develop a better understanding of what aspects of


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their shopper experience is appealing, and what areas might need some work. This investment shows how seriously Debenhams takes the enjoyment of its customers. But what are the best ways for stores to keep customers entertained? This varies significantly depending on what a retailer is selling. For example, a set of DJ decks wouldn’t be suitable for a florist, but might be ideal for a contemporary fashion brand. Any retailer is going to have a different customer base, and therefore different needs. For US pharmacist Duane Reade the solution was as simple as a smiling face at the door, and this was provided to them by Tensator’s next-generation digital signage solution - the Virtual Assistant. The completely customised Virtual Assistant greets New Yorkers to the newest Duane Reade store, immediately engaging customers and providing guidance on everything store related.


“Our Virtual Greeter is an essential part of the “wow factor” we have built into our newest store, and serves as ambassador of the new Duane Reade customer experience,” said Paul Tiberio, Senior Vice President of Merchandising & Chief Marketing Officer for Duane Reade. “The virtual aspect captures shoppers’ attention from the moment they enter the store – engaging their visual and auditory senses. And because the Virtual Assistant is so compelling, shoppers are receptive to the wealth of information she provides, enabling them to get the big picture of everything the store has to offer in a very personal and exciting way. We are delighted to work with Tensator and proud to be the first drug store chain to welcome, inform, educate and guide its shoppers with our Virtual Greeter.” The Virtual Assistant is a next-generation signage solution, which is getting significant industry interest. Tensator is extremely proud that the product has been chosen to


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