Shopfloor FOCUS: EXPERIENTIAL RETAIL
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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. Daniel Todaro investigates…
Experience 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. and expenditure – something that exceeds merely the convenience of simply buying online from the comfort of their home. Yes, it’s tough at the moment for both retailers and consumers.
Retailers can’t necessarily create the experience they’d prefer for their customers; at the same time, no one wants to be hard sold a product they don’t want or need, especially if it’s any kind of distress purchase. If someone comes in looking to replace a large appliance in a hurry that doesn’t immediately mean they are an easy sale!
There are some retailers that unscrupulously look to charge brands for access to their doors, which is something many brands refuse to do as it squashes margin and only serves the retailer and not the brand. However, for those more willing retailers, inviting brands into your store is a start in the process of enhancing the customer experience. Create zones that enable a branded product expert to sell directly to the consumer and show your staff 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, selling up through a range, or creating opportunities for attachment sales.
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