How to run a successful store

Being helped by a professional in a brick and mortar store continues to be important to customers. This is why excellent customer service is one of the most important aspects at a Thon shopping centre.

Foto av kvinnelig butikkansatt som hjelper en kunde med å prøve en klokke. — SERVICE: Personal contact with customers is important at Thon shopping centres.

"We think like actors on a theatre stage"

Per Kristian Trøen is centre manager of the Strømmen Storsenter – one of the Olav Thon Group's largest shopping centres – and believes that shopping centres need to convince shoppers that in-store shopping is better than online shopping.

" We think like actors on a theatre stage: Every time the curtain opens up, we need to meet and exceed the expectations of the audience, or in this case customers. Like actors, those of us who work in retail can't afford to have a bad day," explains Per Kristian.

Commitment to service excellence

Exceptional service is the main focus at the Strømmen Storsenter.

"No fewer than 45 percent of customers say they are willing to trade the lowest price for good service. That is why we focus on good customer experiences through campaigns, good prices and activities, not to mention the best team members," explains Per Kristian.

A customer service course, recognition of the three most service-oriented team members each month, customer surveys and saying nice things about those who attract positive attention for going the extra service mile are only a few of the measures taken to show our commitment to excellent service.

Combining online shopping with physical stores

Customers shop at stores that meet their needs and expectations. Studies show that a combination of in-store sales with good e-commerce solutions give customers the best possible user experience.

"This is why instead of focusing solely on in-store experiences, we need to find solutions that take online shopping into account," continues Per Kristian.

'Click and collect' is an option currently offered by many of the shops at the Strømmen Storsenter. This lets customers shop online at their own convenience and then pick up their order in their local shop.

"This system will gradually be expanded and before you know it, will be a part of total shopping centre operations. It's also becoming more common for customers to research online before buying a product in a store, so relevant knowledge and expertise in shops will definitely continue to be important in the future."

Three top tips for excellent customer service

Acknowledge the customer and be approachable.
Engage in dialogue with the customer and listen actively.
Make sure you are knowledgeable about the product you are selling and offer good guidance.