The Importance of Customer Experience in Retail Property Success


There is a significant transformation underway in the retail industry. With the proliferation of e-commerce, consumer behavior has changed dramatically, making online browsing and purchasing easier than ever.

“Physical retail establishments must adapt by prioritizing customer acquisition and retention strategies in this competitive market,” shares CenterCal Properties CEO Jean Paul Wardy. The concept of customer experience is increasingly crucial to achieving this goal.

Retail locations must distinguish themselves from online competitors, boosting sales and tenant performance. Focusing on delivering a positive and engaging customer experience is key to long-term survival.

The Customer Journey and Touchpoints: Understanding How Customers Interact

Effectively prioritizing customer experience starts with understanding the customer journey, which encompasses the various stages a consumer goes through when interacting with a retail establishment.

The journey typically begins with pre-visit research, where customers explore the property’s website or social media to learn about stores, services, and promotions. The in-store experience follows, encompassing everything from the initial impression of the physical space to product discovery, staff interactions, and the final purchase decision.

Beyond the purchase, the customer experience includes post-purchase interactions such as loyalty programs, online order delivery, and customer support inquiries.

Equally important is identifying the multiple points of contact with customers, known as touchpoints. These represent the various ways patrons interact with the retail space. Physical touchpoints include aspects like store layout, staff interactions, and the property’s website.

Digital touchpoints encompass elements such as social media presence, mobile apps, and online reviews. Understanding the customer journey and these touchpoints can help property owners develop targeted strategies for improving customer experience.

How Customer Experience Impacts Retail Property Success

Prioritizing the establishment of a positive customer experience can yield significant benefits for both a retail establishment and its tenants. Here’s a closer look at the benefits:

Driving Sales and Customer Loyalty

Extended customer loyalty and increased sales are closely linked to a satisfying customer experience. Happy customers are more likely to make spontaneous purchases and explore other stores within the property, leading to higher overall spending.

A positive experience also fosters repeat business. Satisfied customers are inclined to return to the establishment for future needs, fostering a loyal customer base essential for the property’s long-term success and the success of its businesses.

Attracting and Retaining Tenants

By prioritizing customer experience, a retail property becomes more attractive to businesses. Prospective tenants are more drawn to properties with a reputation for attracting satisfied customers.

A satisfying customer experience boosts foot traffic, benefiting businesses on the property. Tenants operating in vibrant environments with high customer interaction are likely to experience increased sales and profitability, benefiting both landlords and tenants.

Enhancing Property Value and Reputation

A superior customer experience ultimately enhances the overall value and reputation of the retail property. Public perception, influenced by social media buzz, word-of-mouth recommendations, and positive online reviews, plays a significant role.

A property known for outstanding customer service becomes a destination in itself, attracting new business and further increasing its value. By prioritizing customer needs, property owners can build a strong reputation that leads to sustained profitability and enhanced property value over time.

Strategies for Enhancing Customer Experience

Creating a comprehensive strategy addressing various touchpoints in the customer journey is crucial to delivering an excellent customer experience. Here are some key strategies for retail properties to employ:

#1 Create a Welcoming and Functional Environment

First impressions are significant. Clean and well-maintained facilities with clear signage and conveniently located amenities set the tone for the customer experience. Investing in a comfortable and functional space demonstrates care for customer convenience and comfort.

Equally important is optimizing store design and layout. A well-planned layout with clear pathways and logical product placement enhances product discovery and encourages easy navigation. Customers are more likely to have a positive experience when they can quickly find what they’re looking for and move around the store effortlessly.

#2 Deliver Exceptional Customer Service

Helpful, knowledgeable, and friendly staff are key to building strong customer relationships. Investing in comprehensive training programs ensures that employees can handle customer complaints. They can be polite and professional when addressing inquiries and providing product recommendations.

Integrating technology can further enhance service delivery. Features such as self-checkout kiosks and smartphone apps for managing loyalty programs and product information improve convenience and customer satisfaction.

#3 Foster a Sense of Community and Engagement

Retail properties can go beyond merely offering a selection of stores. They can enhance customer experience by fostering a sense of community and engagement. Establishing loyalty programs, offering incentives, and hosting events are effective strategies for building stronger connections with customers.

These initiatives create a sense of place that goes beyond shopping, encouraging customer loyalty and repeat visits. Engaging with customers on social media platforms and providing interactive experiences further strengthens relationships and enhances community spirit.


Customer experience is no longer a luxury; it is a priority in today’s competitive retail market. Retail locations can distinguish themselves from online competition, increase sales and tenant performance, and ensure long-term survival with a pleasant and engaging experience at every touchpoint.

Technology and personalization can significantly influence the retail consumer experience in the future. Innovations like interactive kiosks, digital signage, and mobile app integration can improve product discovery. Moreover, using consumer data to tailor loyalty programs, in-store recommendations, and marketing messages can create unique and compelling experiences for each customer.

Retail properties can secure ongoing success by emphasizing customer satisfaction and a welcoming environment. The customer journey is a continuous cycle, and by consistently exceeding expectations, retail locations can foster a loyal customer base, attract desirable tenants, and build a lasting reputation for excellence.