SHOPFLOOR
FIRST IMPRESSIONS COUNT!
When a customer first walks in to your store, think about what greets them. Is it enticing? Does it naturally lend itself to make them feel comfortable, and can they find what they are looking for? In simple terms, for a shopper to make a trip to your store, it has to be worth their time and effort. Gekko’s Daniel Todaro explains…
E
xperience is everything. And our research has seen that if you capture the imagination of the consumer and embrace them through their purchase journey, 81 per cent are willing to shop or spend more for experiences that take traditional store shopping to the next level.
Yes, it’s tough at the moment for both retailers and customers, but for those more willing retailers inviting brands into their stores is a start in the process of enhancing the overall customer experience.
Create zones that enable your staff to sell directly to the consumer – and show them how it’s done. A recent report from Westfield showed that 60 per cent of consumers are expecting over half of any given retail space to be driven by these kinds of experiential services. Driving knowledge through an expert enables the customer journey to be elevated, enhancing the possibility of closing more sales and selling up through a range or creating opportunities for attachment sales.
Visually appealing
Think about your store layout and how it affects the customer flow. When a customer first walks in, think about what greets them. Make sure your store space is clear of clutter to enable the consumer to see immediately what you offer without making them look too hard. Plain, boring
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brown shoe boxes piled high without samples on display isn’t a pleasing aesthetic, in my opinion. If I’m looking to spend some serious money in your store, I want to know that you care about how I’d like to spend it. Listen to what the consumer needs; find items that are within their budget and relevant to what they’re after. The key focus is to make your store an immersive environment where your customer feels comfortable and encouraged to try on and see what looks and feels best. Product displays aren’t just about enticing shoppers to come in- store, they’re about drawing attention, displaying information and setting products apart from the competition. This is the beauty of a high street retail location – potential customers walking past your store all day, every day.
Personalisation is another factor to consider. McKinsey research has shown that successful personalisation strategies, driven by customer data and increasingly artificial intelligent solutions, can mean up to 10-15 per cent revenue growth. Are your products displayed in a manner which heightens the senses and creates an emotional connection that enhances the in-store experience? Consumers want not only choice of product but also payment terms and delivery options. Did you know that 43 per cent of sales are abandoned due to delivery charges or concerns. This is relevant both in- store and online, which leads me to my next point…
Online vs instore How does your retail experience translate online through your website and social media? With more and more consumers searching online to research their next purchase, do you hold your desired audience and compel them to continue their journey in your store? It’s also understood that four in five consumers follow brands on social media, with an impressive 95 per cent saying that their purchasing decisions are influenced by what they see and read on social media. It’s therefore important to consider the percentage of consumers that still prefer to shop in-store when purchasing high-ticket items.
Core drivers to consider for enhancing the experience with an omni-channel approach are: 1) The online presence of your store may be the first touch point for your customers, therefore making it enticing and motivating enough to bring them to your door is crucial; 2) Create theatre that immerses the consumer through space, seating areas, fitting rooms and clearly defined zones that encourage the consumer to dive in and feel invited to try items on; 3) Engage with consumers in a knowledgeable and supportive manner through your staff and continue the customer journey with clear, impartial and knowledgeable advice that is relevant to their purchase.
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