The way companies are defining ‘customer service’ has been evolving as new models are transforming some of the top retailers like Target, and Ulta!
Steven Dennis and Harbor Retail have trademarked “Harmonic Retail” as the next evolutionary step in retail. It is “a shift beyond converged commerce where online and offline experiences don’t merely integrate, but they interact, enrich and react upon one another to create a living, harmonized brand expression throughout the customer journey.” Harmonic retail is essentially a store with ecommerce combined into it.
Many retailers have set the environment to help drive the customer experience. Target, for instance, has created a wide range of formats to attract customers such as curbside pickup, at home delivery through Shipt and popups, like last summer’s NYC Pint Shop which opened in collaboration with the Museum of Ice Cream.
Ulta has also been able to create a seamless blend of online and in-store experiences.
Ulta has been letting customers take the lead in the way they engage and enhance he customer experience. An example of this is when customers do their research for a particular beauty product and then visit the store to test it out. Once a customer walks in the store with their phone in hand, the system may give them a coupon for the brand that they were looking for online.
Lastly, Best Buy has been one of the first to help solve the future worry of their customers with their implementation of the Geek Squad and home installation services. Best Buy has helped eliminate the friction for their customers as they bring their new TVs, sound systems, or other electronics home.
This new Harmonic retail model allows each physical store to not only play the role of a physical store but as a hub for supporting their customers throughout their purchasing experience.