Some Useful Advice for Enhancing Customer Engagement

Engaging customers effectively is a critical component of success in the retail landscape, and billiard retailers are no exception. The customer journey – from the initial website interaction through in-store purchases to the postsale follow-up – plays a significant role in driving customer satisfaction, loyalty and ultimately sales.

BCA Insider has gathered insights from multiple experts in customer engagement, product marketing and retail strategy to illuminate best practices that billiard retailers should know

when it comes to practicing a sound customer engagement strategy.

CRAFTING AN INVITING IN-STORE ENVIRONMENT

The atmosphere of a billiard retail store can have a lasting impact on customer engagement. Matt Hasan, founder and CEO of aiRESULTS, Inc., emphasizes the importance of

creating an aesthetically pleasing and comfortable space.

“Billiard retailers can enhance the instore experience by designing an inviting environment,” he says. “Key elements that contribute to an engaging shopping experience include well-lit areas, organized displays and sufficient room for customers to explore freely.”

Adding lounge areas equipped with comfortable seating and refreshments can also encourage customers to spend more time in the store.

“This creates a relaxed environment that makes exploring different tables and accessories a more enjoyable endeavor,” Hasan says.

Reilly Newman, brand strategist and founder of Motif Brands, echoes these thoughts. “Creating a brand experience is essential for improving customer experience,” he says. “All elements of the store – such as music, scent, and decor –should align to create an immersive shopping adventure.”

Ola Sars, co-founder of Beats Music, highlights the significant role of music in retail environments. He points out that almost 85 percent of shoppers notice the background music in stores.

“The right music can encourage customers to stay longer and spend more money,” he says. “Research indicates that shoppers are more likely to enjoy their experience and increase their spending if the music aligns with their preferences and the store’s brand identity.”

For instance, a billiard store could play upbeat music that resonates with the playful nature of the sport, making customers feel energized and more inclined to browse.

Creating an engaging retail atmosphere goes beyond music and decor. Equipping the space with interactive experiences, such as product demos or games, can draw customers in as well. For example, allowing potential buyers to try out different billiard tables and cues can provide hands-on experience, making the buying decision easier.

THE IMPORTANCE OF STAFF TRAINING

Equipping staff with the right skills is equally important in delivering an exceptional customer experience. Both Hasan and Newman emphasize that employees should possess comprehensive product knowledge and exemplary interpersonal skills.

“Training should focus on active listening and effective communication,” Hasan says. “This enables employees to accurately ascertain and respond to customer needs, resolving concerns promptly and effectively.”

Additionally, the level of service provided by staff directly influences customer perceptions of the store. Customers are more likely to return if your team can manage concerns immediately and effectively. This underscores the importance of investing in thorough staff training, ensuring that team members are well-prepared to assist customers from the moment they walk in.

Furthermore, staff interactions represent the primary human contact customers have with the brand, making these exchanges crucial for shaping customer perceptions. Staff training should not only cover product specifications but also emphasize how to connect personally with customers.

This level of personal engagement can increase customers’ emotional investment in the brand, encouraging repeat visits and, ultimately, loyalty.

Another key area for training includes post-purchase follow-up interactions. Establishing a routine of sending personalized thank-you emails not only expresses appreciation but also can serve as a platform for cross-selling related products. An engaging thank-you email may include recommendations based on the customer’s recent purchase, further fostering a relationship built on personalized service.

PERSONALIZATION AT EVERY TOUCHPOINT

In today’s retail landscape, personalization is vital to effective customer engagement.

Beth Pfefferle, vice president of marketing at Redpoint Global, emphasizes that retailers’ ability to demonstrate an understanding of each customer across all channels is key to building loyalty.

“Every interaction – whether online or in-store – offers an opportunity to enhance the customer experience based on personal insights,” Pfefferle says. “Retailers can leverage customer data received from multiple touchpoints –such as browsing behavior online or purchase history in-store – to create a personalized shopping experience that meets individual preferences.”

Using advanced analytics and AI-driven tools can significantly enhance product recommendations, making the shopping experience tailored to each customer’s needs. For example, if a customer frequently browses specific types of billiard tables or cues, AI algorithms can suggest products aligned with those interests, optimizing the likelihood of a purchase. This level of customization builds satisfaction and fosters long-term loyalty.