Even with Amazon hitting all-time highs, 94% of all purchases are still completed in store. The biggest reason for this is that consumers want to see, feel, and try out a product before buying.
There are over a million brick-and-mortar stores nationwide, so competition has never been higher. That’s why you need to have the best in store experience possible to gain new customers and keep them coming back.
Start with Your Staff
A sales associate needs to be a consultant. They are the in store experts on the products and services that you provide. Any unanswered question a customer has turns into a lost sale.
Transitioning your staff from clerks to consultants is important. They can answer questions quickly and confidently, which reduces frustration during your customer’s Path-to-Purchase. A consultant will reassure your customers that they are making the right decision.
Checkout is also a major point of frustration for customers. On average, they will abandon their cart if wait times are 8 minutes or more. One way to prevent long lines is to use a mobile point of sale. Your staff will act more like in store consultants, providing individual attention, and customers will never have to wait in line.
Make Your Store Family Friendly
Parents of small children have their hands full when they enter a store. Their attention is often pulled away from looking for what they want, because they are paying attention to their children. Retailers can help them by having a small, worry free kids’ area. When the kids are having fun, the parents will have a more enjoyable experience, too.
It doesn’t have to be filled with expensive electronics or fancy art supplies. Kid sized tables and chairs with paper, crayons, and LEGOs can hold their attention long enough to give parents the time and space to make a decision. The best part of this is that parents love to give recommendations for stores that cater to their children’s needs.
The Right Environment
Your store’s environment should match your brand. Start by choosing the right music to play in the background. Music can affect your customers’ mood and experience. Your employees’ tastes in music may differ from your brand, so be aware of what’s playing at all times. Also, make sure you have proper lighting for customers to read price tags and product information, if necessary.
Ask for Feedback
Not everyone will take the time to give you feedback. The ones that do will provide you with valuable insight into their shopping experience. There are simple apps for tablets that you can use. Limit your questions to a handful, so you don’t frustrate them.
You can entice more responses through offering discounts. This way, you’ll capture more customer information that helps your marketing efforts. Don’t forget to encourage feedback through social media, too.
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