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Keeping Customers Loyal

CHICAGO-Sometimes more than what they're buying or paying for a product, customers often care the experience of shopping for a brand, said Chip Bell, founder of the Chip Bell Group consulting firm here at the International Council of Shopping Centers' Fall Conference. "It's about experience, the kind of experience that you make," he says. "It's the experience you create every single day at every single touch point."

By Ian Ritter | Updated on September 26, 2006

CHICAGO-Sometimes more than what they’re buying or paying for a product, customers often care about the experience of shopping for a brand, says Chip Bell, founder of the Chip Bell Group consulting firm here at the International Council of Shopping Centers’ Fall Conference. “It’s about experience, the kind of experience that you make,” he says. “It’s the experience you create every single day at every single touch point.”

Companies that have the experience down, says Bell, who is based in Gun Barrel, TX, are Starbucks and Harley Davidson motorcycles. Both of those brands sell products that transcend coffee and transportation.

One key is to make sure that shoppers are more than satisfied, as 75% of consumers will choose to shop at a different venue if they don’t have a higher degree of excitement. “Expectations change all of the time,” Bell says.

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