There is good news for retail store owners. A 2014 survey by Accenture shows that 21% of U.S. shoppers plan to increase their in-store purchasing! This has more than doubled from the previous year. After years of being declined as the outcasts, retailers can finally re-take their vital place in the community. That is, if they are prepared.
As traditional and new media continue rapidly evolving, the retail environment becomes more and more important. As a retail owner, you need to laser in on the solution to, “How do we convert passive shoppers into active buyers?” Before the shopper steps through your doorway, you’ll want a Shopper Marketing strategy as a first step.
Presentation is the next step. Does your retail environment provide an atmosphere the shopper can relate or aspire to? What about the presentation of the products on the shelves or kiosks? Does the presentation support your brand as an independent shop? Does it appeal to the shopper, drawing him in to understand how that product can make his life better?
As the shopper stares at your products, does her experience in your store surround her with the support she needs to say “Yes! I want that!” Be aware, that today’s shopper is also likely to use a smartphone in-store when considering a purchase. When doing so, only 19% of shoppers actually complete the purchase in-store. What are you doing to meet that behavior? Are you leveraging it to develop loyal customers?
Your sales and floor staff are also key. We’ve all had the experience of shopping in a store where the sales staff made us feel like we were interrupting their day. They couldn’t have cared less if we made a purchase or not. The flip side of this, equally as off putting, is an over-eager staff. No one wants to feel pushed or bugged.
Staff needs to understand your brand and how it translates into the way they engage the shopper. This knowledge combined with adequate self-awareness empowers your staff to genuinely assist the shopper and will lead to more purchases and greater customer satisfaction.
If you need help with your Shopper Marketing Strategy, Customer Experience or Brand / Culture Development, Big Vision Media Group can help. We are qualified and committed to independent businesses and the communities that support them.