September 20, 2011 at 11:29 am
Retailers: Tips to Keep Your Shoppers In-Store Longer
It’s no secret that consumers are researching products and deals online before heading to the store. By 2014, the web will be influencing $1.4 billion worth of in-store sales, according to Forrester Research. And, about 62% of shoppers say they search for deals online for at least half of their shopping trip, according to a survey by Booz & Co. and the Grocery Manufacturers Association.
If consumers are taking the time to research online, then imagine the time they’ll invest shopping once they get to the stores. So this leads me to ask, what can stores do to keep these shoppers in their stores longer and lead to more purchases? Check out some of our tips below.
Offer Plenty of Shopping Carts and Baskets
It may seem like the obvious, but carts and baskets can slow customers down and keep them in the store longer. And, they can help increase the amount of products customers buy. Even if stores are small, they should still offer some type of basket or bag to help carry their items – customers can only fill their arms so much but a basket offers so much more room for products.
Surprise Customers
These days, retailers need to get creative and design their stores in a way that confronts shoppers with items that pique their interest and keep them browsing. For example, in Urban Outfitters, a shopper may come across a stack of new books while shopping for pants. Displaying signs throughout the store to advertise special deals may also help direct customers to new areas and shop longer.
Hire Great Staff
A welcoming staff will make customers feel good and believe it or not, will help them stay longer. The key is to make sure all customers are treated the same and given equal attention whether they buy or not. Stores like Trader Joe’s have staff walking around carrying a giant question mark so customers know where to go for questions. And Apple, has a special Genius Bar featuring experts to handle tech support and offer opinions on gadget needs.
Make Customers Comfortable
If customers walk into your store carrying extra bags or heavy coats, store associates should offer to put some of those items aside while they shop. This will help make customers comfortable and have free arms to buy products off shelves or racks. Stores should also consider creating a safe play area for children to help with their family shoppers.
In-Store Demonstrations and Videos
Whether it be a video lesson or an in-store demonstration of a new product, both tactics will help keep shoppers in stores longer. For example, Williams-Sonoma hosts cooking classes in stores, and Guitar Center offers weekly recording lessons for customers. Small businesses, like a beauty store, can even have a makeup artist come in to show customers new makeup products while they shop.
Engage Consumers’ Senses
Free food samples, live music, light aroma sprays, and product demos can entice customers and keep them in the spending mood. Some stores refer to companies like ScentAir Technologies to spray aromas in various parts of their stores. For example, the infant apparel section may get the baby powder scent, and a swimwear section may be filled with the scent of coconut.
Comments