Sales Strategy
Six Reasons Customers Come Just To See You! | November 24, 2015 (1 comment)
Miami, FL—There are certain retail establishments where I just like to drop by and hang out. I call them my “cool stores.” Whether I’m buying or just perusing, they are always happy to see me and offer me coffee and champagne. Whether I’m purchasing or not, they never make me feel uncomfortable. They make it so I enjoy the experience of retail, which is something I truly do enjoy.
Even though the buzz is all about mobile and online shopping, brick and mortar stores still account for more than 93% of overall retail purchases made in the United States. While online shopping offers speed, comfort and convenience, clearly the consumers still prefer brick and mortar. However… brick and mortar retailers who want to stay relevant have to ask, “Why do consumers come to my store?”
Here are a few reasons:
1. They want convenience. Sometimes no matter what, it’s a gift that slipped your mind or something that you’ve been thinking about that just makes you happy. Therefore, make your store even more convenient than the Internet. Upgrade point of sale systems with current technology or use mobile payments to take payments anywhere in your store. Make sure your store is listed on local search directories so people can easily get driving directions.
2. They want to test the merchandise. Especially with the jewelry industry. They physically want to try on, touch and feel before they purchase. My kind of consumer. Make sure you have a variety of products in stock. Have your salespeople ready to be informed, educated and ready to respond to any questions a consumer may have. Have fun trying on a new collection and make your customer part of the experience. Also take advantage of the nature of your store. Use music, lighting and scent to enhance the experience.
3. They want help making a decision. Sometimes after the consumer has seen everything online they become overwhelmed and confused. Customers need expert guidance in making a choice. As we all keep saying, “Make sure you have well trained salespeople who can sort through the fluff.” A customer may dither for weeks over looking for those special earrings or whatever has caught their eye on the Internet. But… they can make a decision in minutes once an experienced sales person shows different collections and explains the pros and cons, or what piece or pieces are more versatile. When customers come in with their eyes glazed over from reading online reviews and ratings (and they do) you and your staff must act as curators, helping them decide what matters most and help them make the right choice.
4. They want inspiration. Well, this defines me and there are many of us out there. Plenty of people shop to get ideas, pass the time or just to see what’s new. Hunting the mall to check out the latest fall fashion or jewelry to get ideas of accessorizing are examples of this kind of shopping and/or shopper. Make sure your store is merchandised for discovery. Get creative with window and instore displays and change them frequently. Simply moving merchandise to different parts of the store will expose shoppers to products they may not have noticed the last time. Alert customers via email, social media or direct mail when you receive new collections or when seasoned products arrive.
5. They want emotional gratification. Plenty of people (I know) shop when they’re bored, lonely or blue. It makes them feel better. Impulse buys, especially with jewelry and affordable items should be at the point of purchase or near the front of the store. Let shoppers treat themselves without breaking the bank. Friendly salespeople who start chatting with your customers will lift their spirits and keep them coming back. But even better, if the salesperson remembers the customers taste (this is huge), they can suggest add-on purchases and let him or her know when a favorite item comes back in stock.
6. They want to have fun. Consumers often shop as a way to socialize with family and friends or as entertainment. (They are speaking to me again!) Or they may be in a mall or shopping center to dine or see a movie and add shopping to the mix. I certainly would! This next one is the big deal for me. Make sure your store has an enjoyable atmosphere. Some jewelry stores are known for being down right snooty, snotty and the young person today does not expect or respond to that type of experience. Always have events and think out of the box. Not just to get clients to come in and buy but give them an experience. Invite them in just for a glass of wine and tell them you missed seeing them. Cheery decor, background music and a sociable staff contribute to the party atmosphere. I believe purchasing a piece of jewelry is a fun and exciting event and everyone should enjoy the experience.
Andie Weinman, president and CEO of Preferred Jewelers International / Continental Buying Group Inc., was born with the “Jewelry Gene” working in the jewelry industry since she was only ten years old. Her first job was as a cashier in the opening of a catalog showroom doing a fantastic job even at that tender age. Andie holds a B.A. in musical theatre and a B.S. in marine biology from The University of Tampa. When she realized that seawater and marine biology were not good on her hair and she wasn’t quite good enough to make it on Broadway, the jewelry business beckoned. Andie has picked diamonds, sorted color stones, shot waxes and performed a multitude of jobs in the manufacturing of jewelry. Her negotiating experience and prowess has given her the reputation as being tough but fair in her dealings with vendors. In 2012 the Indian Diamond and Color Association awarded Andie the Prestigious Doyenne Award of the Year.