If you haven’t already noticed, people aren’t shopping the way they used to. Americans are “mission shopping.” They’re going to the mall less often and are less likely to browse. They’ve done all their research online and know exactly what they want. Mission shoppers come in, buy what’s on their list, and leave. Visiting three stores instead of five on each trip and reduction in impulse buying has hurt retailers. What can you do to get your slice back?
Many retailers have improved e-commerce in recent years, but have neglected investing in their brick and mortar stores. While labor was pulled back in 2008/2009 many are filling those spaces again. Old Navy is using more greeters. Lowe’s has given staff iPhones to check inventory in real time. Foot Locker is asking “What kind of shoe are you looking for?” This has started more conversations than the standard, “How may I help you.”
Old Navy is reconfiguring floor plans to encourage moms in their 30s (target market) to see more merchandise. By widening pathways to accommodate strollers and installing “racetrack” layouts they’ve upped sales. Quick fit changing areas and checkout items that speak to their generation have made decision making faster. Two dollars per person, per visit was worth the effort.
Many other retailers are grouping items by lifestyle categories to entice shoppers to purchase entire ensembles rather than a single piece of clothing. Pacific Sunwear has given iPads to staff so they can create outfits virtually and show shoppers the combinations in store. With a few small tweaks to your current plan you’ll be making the most of your retail business this shopping season.
No comments:
Post a Comment