Identify Opportunities for Conversion Amid the New Shopping Dynamic

Brick and mortar retail is struggling. As online shopping grows in convenience, stores are forced to step up their game. Ironically, stepping up could mean stepping away.

Aggressive sales tactics are becoming a thing of the past, as consumers enjoy pressure-free shopping online. In addition to enjoying the judgment-free zone that is their couch and laptop, shoppers are willing to accept delayed gratification and the risk of online returns to avoid nosey associates.

The First Line of Defense

To overcome the invasion of online competitors, the first line of defense for retail stores will be creating a positive shopper experience.

Shopping is typically one of two things: essential or entertaining. Those shopping for essential items value privacy because the items they need, such as health or hygiene products, contraceptives or undergarments, reveal things about their private lives. “Essentials” shoppers value understated experiences like easy to find merchandise, a swift purchasing process, and discrete packaging and bags.

While those shopping for entertainment may be more inclined to receive sales support, it is important to offer that support delicately; their purchases are all about the experience. These consumers are on parade, shopping for joy, fun, and/or relaxation; violating these experiences with an unfavorable environment will ensure that these consumers take their business elsewhere.

Privacy is Paramount

Connecting with today’s shopper requires a little finesse. Placing a heightened value on both the consumer’s presence and privacy will keep your sales team in play. Thankfully, there are a few ways to stay involved without hovering.

One way would be to determine interaction points, such as the entrance, fitting room, and check out. Interaction points let the shopper know you are available and willing to assist, without disrupting their personal space. Another way to establish a presence would be to create a route for associates to cover, creating a fluid presence that feels natural and comfortable for the shopper.

The primary perks of in-person shopping are immediate gratification and immediate assistance. By presenting a unique and well-stocked inventory, as well as hospitable and attentive customer service, you are sure to leave shoppers with a positive impression and create advocates for your business.

Secondary Approaches

When it comes to sales, there are secondary approaches that prove successful, including the use of displays to push priority items. Re-merchandising is a tactic used by many retailers to give the illusion of newness. By rearranging the store and cycling merchandise, you give shoppers a chance to see old items in a new light.  Finally, though it may sound obvious, asking the consumer if they wouldn’t mind your suggestions could be the easiest way to get your foot in the door. The shopper’s response will reveal how little or how much input they are willing to receive.

Regarding service, new tactics including self-checkout and “push for help” buttons have proven successful for some big name retailers; however, where privacy control increases, so do opportunities for theft. Consider an online shopping option with in-store pickup to eliminate this risk.

No matter the goal or approach, Observa ensures that the representation of your brand and product is exactly what you want it to be across all of your locations. Observa can help you identify opportunities in your retail sales and marketing efforts by utilizing the consumer’s perspective. With Observa, you will see what your customers see as they make their decision, which will help you do more to improve their experience.