Why Effective Retail Communication Matters

To run a successful retail business, you need to form good relationships with your customers. But effective retail communication starts within your business and expands outwards towards your customers. Without effective internal communication, you'll find it difficult to communicate in a way that builds a bond with your customers.

So, you might be asking yourself: what is retail communication?

Explore the different components of retail communication and how incorporating communication technology can help to enhance communication across your entire organization:

Overview of Retail Communication

Retail communication refers to any type of communication that takes place within your organization or extends outwards towards your customers. There are two aspects of retail communication can either enhance or detract from one another:

Internal Retail Communication

Internal communication plays an important role no matter your business. However, in retail, communication is especially important. The way you communicate to your employees and the processes for effective communication you have in place will directly reflect upon your customer experience.

In retail settings, communication usually travels from the top down, especially if you’re a large chain. So, policies that are created by the management team need to travel all the way down to your sales and floor staff. Having inefficiencies in this process can not only lead to disorganization, but it can negatively impact the customer experience as well.

You also need to think about how information is going to be distributed throughout different departments. For example, you probably won’t have every single employee present at the same time during a meeting or even during the workday. So, you’ll rely on different methods to get your message across, like internal documents, emails, or even employee to employee.

Think about how you communicate between different departments and the methods in play for ensuring your entire team is always on the same page.

Store to Customer Retail Communication

The typical top-down method of retail communication has a direct impact on your customers and, as a result, your bottom line. 

Even something as simple as a poorly-trained employee can negatively impact the customer experience, no matter the type of interaction, whether it's on the phone, through email, or inside your store. For example, maybe a customer is getting mixed messages about what items are on sale — all it takes is a single miscommunication and your customers will leave for a competitor.

Your employees not only need to be trained in effective communication practices, but they also need to have instant access to the latest information regarding your company.

Communication with your customers will form the backbone of your brand. With well-trained and informed staff who are always up to date on the latest company updates, you’ll be able to create a positive customer experience every time. 

How Technology Can Enhance Your Retail Communication Strategy 

Like we mentioned above, effective communication all starts at the top. This means that your management team needs to have clear protocols for communicating important company information. Instead of it being a game of telephone, your company can rely on technology for more efficient and accurate information.

Most retail employees don’t sit behind a desk all day, so you’ll want to reach them where they’re at, which probably means their smartphones. With cloud-based communication apps, you can reach your employees at a moment’s notice. 

Whether its company updates, news of a flash sale, a change in customer policy, or something else entirely, being able to communicate effectively is important. With some cloud-based communication software, you even have the ability to hold virtual meetings and calls. This will help ensure all company information is communicated in a timely manner. 

Here are the biggest benefits of employing a retail communication system:

  • Access to up-to-date data about your customers
  • Real-time feedback on customer and employee relationships
  • Near instant access to company information 

By incorporating technology into your existing workflows you’ll be able to distribute information at a much faster rate. Of course, employee training still comes into place, but you won’t have any communication breakdowns that are costing you customers. 

Effective retail communication within your organization and speaking out towards your customers is incredibly important. By incorporating communication technology into your retail business, you’ll help to transform the way you do business.

Choosing the right technology is crucial to a successful retail business. Establish a streamlined retail communications strategy with 8x8, and focus on growing your business. Call 1-866-879-8647 or fill out an online form to request a no-obligation quote from an 8x8 product specialist.

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