From window shoppers to buyers.
Converting passerby is an art that brick and mortar stores have perfected over the years. Here’s how you could do it too! Similar to how the tantalizing aroma of freshly baked cakes has sent even the strong-willed on a guilt-trip.
Sell – One at a time.
Look at that display. What does it tell you? It look one glance to figure what the arrangement is trying to sell. Visual merchandising is silent selling after all.
Often, stores make the mistake of selling many at once. The average attention span of your customer is the time you get- typically the interval between when they put their phone aside and it starts to chirp and whirr again.
Signage is a proven way to evoke emotions that lead people into buying.
Just like this one for the Game Of Thrones fanatics-
If you thought buying was all about the price, you are wrong. There’s always cheaper! Then what is it about? Well, Emotions. When price is out of the picture, it comes down to emotions. Here are examples :
I would love to feel deserving of my morning coffee!
Impulse buys at the checkout counter
These products shouldn’t require much thought. They should be the cheaper and smaller in size than the other products in the store.This is proof of how successful it was :
Now you know why you should never underestimate impulse.
Angle your fixtures.
Angle your fixtures to best suit the products you are selling. Observing micro moments of everyone that steps inside your store is key to getting it right. A forty five degree angle might work better if you’re selling cosmetics, apparel retailers would prefer to position in a ninety degree angle just because it makes choosing easier for the customer.
Why they’re gazing
- The obvious – They want to buy what you sell
- They are gathering information-They’re comparing between what you offer and others that offer the same or similar product/ service
- The admirers- They like what you sell, but won’t be able to buy it
- They are making a purchase decision
Everyone needs a gentle push.
You could partly apply the law of inertia. Samplers are a great way of allowing your customers to judge for themselves. Use the Foot-in-the-door technique. A compliance tactic that involves getting a person to agree to a large request by first having that person agree to a modest request. The foot-in-the-door technique succeeds owing to a basic human reality that social scientists call “successive approximations. The thin line between using it and overdoing it which shouldn’t be crossed.
Now you know that you want your window shoppers to step ahead. Everyone of us knows the feeling of being treated like a waste of time and space. NEVER-EVER-DO-THAT. From when you greet them to when they walk out. Not only do people remember, they talk, and words, they spread like wild forest fires.
Is there still no sale?
If you can’t sell, suggest.
Most sales staff don’t ask if you’re looking for something. They know you are, so they ask you for specifications. This helps them figure out your needs and serve you better; saving you time and effort.
Bill has sold for a long time now.
Bill would still advice even when he figured you weren’t buying.
A positive experience is remembered for a long time. Keep them up to date on offers and new arrivals at your store. Even if they don’t come back in a month, leverage the possibility of them returning to your store in a year or anytime later.