Becoming "Shopper Friendly" Is One Way to Increase Sales
by Gregory P. Smith
Have you wondered what causes some people to open their wallets and what
factors cause them to walk out the door never to return? Your businesses
could increase profits by becoming "shopper friendly." Here are some
general characteristics to keep in mind.
Female Buying Power.
One key factor in increasing sales is to understand how people shop. For
example, women make the majority of buying decisions--estimates anywhere
from 60-80% and growing. Despite these facts, some industries have created
frustrating walls and barriers failing to cater to the buying
characteristics women are looking for. Consider auto sales which women
only represent 7% of the sales force.
For some, the experience of shopping is more important than the
transaction.
Good customer service and many sales opportunities are lost because sales
people appear uncaring and/or unhelpful or both. Identify the key concerns
of your customers and think of ways how to meet their needs. Include
strategies to prevent communication breakdowns as well as dispute
settlement mechanisms.
Educate Your Shoppers.
Skillful shoppers compare quality versus the prices of the products. In
order to make your business more attractive, provide easier access and
lots of product information. You can do this by providing fact sheets,
publications, video, websites, and consumer education courses.
Practice ethical consumerism.
Customers are likely to withhold their business if they disagree with the
company’s politics or policies. If you want to attract more shoppers
develop the reputation of an “ethical” organization. Publicly display any
involvement in charitable affairs.
Design is the key to appearing different from your competitor.
As a general rule, the more time people spend in your store, the more they
will purchase. Use visual and audio elements to maximize their potential
shopping time. Provide sitting areas where women and men can relax. Key
elements include pleasant and relaxing music, fresh fragrant air, visual
stimulation and a clean appearance.
Interaction is crucial for sales.
Positive shopper-employee interaction gives customers the chance to
ask about products and salespeople the opportunity to sell them. This will
increase your average sales and contribute to greater customer loyalty. It
also reduces the waiting time, improves the impression of overall service,
and draws the customer closer to your business.
The walking pattern determines the layout of the store.
Consider that most people walk to the right when you position your
products. For example, if you position men’s fashion on the right side of
the entrance area, women will head toward the left and not return to
browse through this area again.
Shopping is an authentic emotional expression.
Some customers search for products with meaning. If you sell merchandise
related to the private and personal sphere, e.g. greeting cards and gifts,
you must create a pleasant store design and typeface. Thus, warm, quiet,
and familiar environment will increase the time shoppers' browse through
your store. This maximizes your sales and satisfies them as customers.
A final word of advice to help you render your business "people
friendly" is to involve your customers right from the start. Ask them for
suggestions. Get feedback from both female and male customers as well as
your salespeople.
Greg Smith is a nationally recognized speaker, author, and business performance consultant. He has written numerous books and featured on television programs such as Bloomberg News, PBS television, and in publications including
Business Week, Kiplinger's, President and CEO, and the Christian Science Monitor.
He is the President and "Captain of the Ship" of a management-consulting firm,
Chart Your Course International, located in Atlanta, Georgia. Phone him at
770-860-9464 or visit his web site at
http://www.chartcourse.com
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