Listen to the B2B Revenue Executive Experience + John Fairclough of The Resicom Group as they discuss connecting with your audience.

The internet has permanently changed the sales experience in brick-and-mortar stores.

What does “the shopping experience” mean when everyone can use dozens of shopping carts on their smartphones? We had a chance to chat with John Fairclough, CEO of Resicom, about how his company can optimize the store environment in an age when in-store shopping competes with one-click buying.

“The services we provide to retailers are to help them protect the shopping experience,” John said, “so it got us focused on understanding what the designed experience really is.”

This includes appealing to all of the shopper’s senses, even down to how much cologne is sprayed in a store. “The whole person is involved in the shopping decision, and I’m paying attention to that,” John added.

The atmosphere of a store makes a promise with just the right kind of light. Just the right kind of paint color. Just the right kind of scent.

Though the shopper experience may be implied by the sensory effect of the store itself, it is more important than ever that companies be cognizant of the promise their stores are making to the customer. “We need to make sure that the promises that we’re making, we can keep,” John said.

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