9 Best Practices To Get Shoppers To Buy During the Holidays
By Bob Phibbs
I usually stay away from writing best practice posts because what can be a best practice for one retailer doesn’t apply to another. In this case, I’m sharing merchandising, signage, and training tips that work no matter what you sell.
Free up their hands – provide a basket. Don’t just have a basket at the doors; instruct your employees to walk up to the shopper with a basket and say – not ask – Here’s a basket for you. Studies have shown up to a 21% increase in average ticket from shoppers who use baskets.
Catch their attention – have a display that moves. Add a train, a small ferris wheel, or something else that goes around in a circle. Guys in particular will stop and watch it which gets them to consider the other items you’ve displayed around it. (The SalesRX Gold Package has a new course on how to Merchandise your store.)
Stop them in their tracks with a knockout item. Have one model with all the bells and whistles spotlit within 8 feet of your doors. Consider adding a red carpet leading up to it and a floor sign that includes the benefits an owner gets from such a model.
Decide for them by pointing out who specific products are perfect for. Put up signs Perfect for the guy who has everything because it’s not functional or Perfect for a college dorm because it is so small. You get the idea.
Tickle their impulsive nature with an item at the counter. Pre-wrap an item under $20 and have it on the counter. Have the same item unwrapped so they can see it for themselves.
Make it tactile by getting shoppers to touch. Encourage them to feel how much lighter a carbon fiber bike is with a sign Feel how much lighter. Encourage them to feel how soft a premium cashmere sweater is with a sign Our cashmere is like baby kisses, rub your hand across it.
Cozy up your store with holiday decorations to make shoppers linger. Your store has to look different from any other month; a cheap string of lights with a few hanging cardboard ornaments won’t do. Change a shopper’s surroundings, and you change their analytical state to a state of childlike wonder. Use chicken wire to construct a sturdy but lightweight foundation just above and inside your front doors where you can lay lights and greenery so shoppers feel transported to another place as they enter.
Provide an exceptional experience so shoppers feel something special when they enter your doors. Training is the key if you want more than Can I help you? said to every shopper. Make sure every employee can greet shoppers the way you want them to, that they know the difference between an upsell and an add-on, as well as how to thank shoppers after they have paid. The key is to focus on keeping customer service top of mind over tasks so make sure you start every shift and every meeting talking with your crew about how to create an exceptional experience.
Getting shoppers to buy more in your store has to be more carefully considered than simply throwing a promotional price on an end cap. Use these tips to standout from the rest of your brick and mortar competitors as well as to win back the sales from online bandits.
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