The Business of Luxury Retail
How to understand shoppers and optimize the client experence.
In today’s touch retail climate what creates long term sustainably is the in-store client experience. All clients deserve an elevated and curated experience when in-store, that is how you gain maximum client retention. This experience starts with the greeting. The average client decides within 3 seconds if this experience is going to be good or bad judging on their greeting and the type of shopping they are.
Observing client body language is the first key to a great first impression. Observe how they open the door, their speed of movement and how they look around the store. This skillset is important to master in a larger retailer because clients can get lost, overwhelmed or frustrated. Many complaints start simply because people are not acknowledged. The key to managing client experience is the organic customized greeting, and “Hi, welcome in.” Or “Are you ready?” at checkout are NOT those greetings. Nothing works better than a warm smile and, “Hi there, How are you?”
In my opinion I think there are 3 basic types of shoppers in all of retail:
The speedster shopper, who comes in with a short time window and is usually already late and usually has no clue where anything is located in the store.
Clients who are rushing in are probably in a hurry, greeting with “Hi, How can I help?” , can quickly achieve your sale and can help you find one more thing to offer the client using your skillset and product knowledge. These clients usually decide quickly and appreciate direct recommendations. I like to walk and talk with these clients, while we are moving I am telling them other things like upcoming promotions or events, current sales and of course we talk about the loyalty programs where appropriate.
The I know what I need shopper, who may have a list of items and they need help finding them.
These shoppers may have gathered their lists by doing extensive research. The newest trend for research is using social media, which can either be a curse or a gift. Depending on how quickly your company pivots the items that clients are looking for may either be longstanding out of stock, limited or discontinued or not in your current assortment. It is imperative to stay on top of current social media trends in your business so you can be familiar with the items , have quality answers and alternatives . These clients will listen to recommendations and depending on your level of expertise they may listen to advice, but this client wants what they want.
Then we have my favorite client- The I have no idea what I am doing shopper. They are usually overwhelmed with too many choices or are completely out of their comfort zone. These are all the clients you will retain for life. They need patience, experience and expertise. Utilizing open ended questions will help you identify what the actual need is, and then you can offer suggestions. These clients want to see and feel things
Elevating the In-Store Experience: The Key to Sustainable Retail Success
In today’s tough retail climate, long-term sustainability depends on one core factor: the in-store client experience. Every shopper who walks through the door deserves an elevated, personalized, and attentive experience. When delivered consistently, this is what drives loyalty, retention, and repeat business.
The Power of the First Three Seconds
A client’s perception of their shopping experience is shaped almost instantly. Research and industry observation show that most customers decide within the first three seconds whether their visit will feel positive or negative—and it all begins with the greeting.
Observing client body language is the first step in creating a great first impression. How a customer enters the store, their pace, and the way they scan the environment all reveal valuable information. This skill is essential in larger retail environments where shoppers can easily feel overwhelmed or overlooked. In fact, many retail complaints stem not from product issues but from simply not being acknowledged.
A warm, organic, customized greeting is the most effective solution. Mechanical lines such as “Hi, welcome in,” or “Are you ready?” at checkout do little to build rapport. A genuine smile paired with a friendly, “Hi there, how are you today?” is far more impactful and sets the tone for meaningful connection.
Understanding the Three Types of Retail Shoppers
In my experience, most customers fall into one of three general categories. Each group has unique needs—and the best retail professionals adjust their approach accordingly.
1. The Speedster Shopper
This client is in a rush, often running late, and typically unsure where anything is located. They need efficiency and clarity.
A simple “Hi! How can I help you today?” immediately moves the interaction forward and saves them time. Speedsters appreciate quick, confident recommendations, and this group is ideal for walk-and-talk selling: discussing promotions, upcoming events, or loyalty programs as you guide them through the store. These clients make rapid decisions and value associates who respect their time.
2. The ‘I Know What I Need’ Shopper
These customers come prepared—often with a list. They may have done extensive research, much of it driven by TikTok, Instagram, or YouTube. While social media can be a blessing or a curse, it’s crucial for retail professionals to stay current on trending products.
Because trends move quickly, shoppers may request items that are discontinued, limited, or currently out of stock. Associates who can speak knowledgeably about alternatives, comparable products, or upcoming restocks earn immediate credibility.
This shopper listens to recommendations, but ultimately, they want what they want. Your expertise matters, but respecting their preferences is key.
3. The ‘I Have No Idea What I’m Doing’ Shopper
This is my favorite type of client. These shoppers are overwhelmed—by choices, by unfamiliar categories, or simply by stepping outside their comfort zone. And they’re the clients you have the greatest chance of retaining for life.
They require patience, expertise, and thoughtful guidance. Open-ended questions help uncover their true needs, allowing you to curate solutions they can see, touch, and feel. When you invest time in educating and supporting these shoppers, they leave not only with products, but with confidence—and they remember that feeling.
The Foundation of Long-Term Retail Success
At the heart of every successful retail organization is consistent, authentic client experience. Whether the shopper is in a hurry, on a mission, or completely unsure where to start, tailoring the experience to their needs builds trust—and trust builds loyalty.
A well-executed greeting, keen observation, and the ability to identify shopping behaviors are small actions that create lasting results. When retail teams master these fundamentals, they transform everyday interactions into meaningful connections—and that’s what drives sustainable success in today’s competitive retail landscape.
The New Retail Advantage: Why the In-Store Experience Matters More Than Ever
In today’s challenging retail climate, one differentiator consistently rises above the rest: the in-store client experience. Products can be copied, prices can be matched, and promotions come and go—but the way customers feel when they walk into your store determines whether they return.
Every client deserves an elevated, curated experience. When done well, it becomes the driving force behind long-term sustainability and customer retention.
The First Three Seconds That Make or Break an Experience
A customer decides—often subconsciously—within three seconds whether their visit will be positive. And the moment that decision forms is during the greeting.
Successful associates learn to observe subtle body language cues:
- How the customer opens the door
- The pace at which they move
- The way they scan the store
These signals are especially important in larger retail environments. Shoppers who feel lost or overwhelmed can quickly turn into shoppers who feel frustrated—and many complaints arise simply from not being acknowledged.
A generic, scripted greeting like “Hi, welcome in,” or “Are you ready?” at checkout does little to build connection. A warm smile and a genuine:
“Hi there, how are you doing today?”
goes much further. Authenticity sets the tone for everything that follows.
Three Types of Shoppers—And How to Serve Each One
Across retail, most clients fall into one of three categories. Understanding these groups helps teams tailor the experience and increase both satisfaction and sales.
1. The Speedster
They’re in a hurry, often running late, and unsure where anything is located.
What they need: efficiency and direction.
A quick “Hi! How can I help you?” immediately moves them toward the solution.
These clients value direct, confident recommendations. Walking with them as you guide them through the store is a great opportunity to share:
- Relevant promotions
- Upcoming events
- Loyalty program benefits
- Add-on product suggestions
Speedsters make decisions quickly—they appreciate associates who respect their time.
2. The “I Know What I Need” Shopper
This client arrives prepared—sometimes with a list built from extensive research or social media trends.
The challenge: viral items may be limited, discontinued, or unavailable.
The opportunity: to showcase expertise.
Associates who stay informed on trending products, ingredient changes, and alternatives can quickly build trust. This shopper will listen to recommendations, but they want their specific needs met. Precision matters.
3. The “I Have No Idea What I’m Doing” Shopper
My personal favorite. These clients are overwhelmed by options or are completely outside their comfort zone.
What they need:
- Patience
- Expertise
- Thoughtful guidance
Using open-ended questions (“Tell me what you’re hoping this product will help with…”) helps uncover their true needs. These shoppers want to see, feel, test, and understand.
If you earn their trust, you earn their loyalty—often for life.
The True Competitive Edge
Exceptional client experience isn’t about scripts. It’s about connection.
It’s about reading body language, asking the right questions, and adapting to the shopper in front of you. When associates master the fundamentals of genuine engagement, every visit becomes an opportunity to build trust.
And in a market where customer expectations continue to rise, trust is the advantage that keeps clients coming back.
