Lord777
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To convert visitors into buyers, observe how they behave in the store
Most buying decisions are made in stores, where visitors can easily be persuaded to buy spontaneously: we see the product and think that it might be useful to us.
If you are a store owner:
Stores must provide a comfortable shopping experience
Consider physical constraints and shopper habits when designing your store.
There should be shopping baskets or shopping bags throughout the store to make it easy for customers to carry items. Place the baskets high enough so that customers do not bend over to pick them up. The goal of the store is to sell more products, so baskets, bags or carts should be bulky. This contributes to an increase in the number of purchases.
Consider the movement of people within the store when locating products.
Stores must create and guide shoppers
Having entered the store, the visitor is not yet ready to shop. First, he needs to go into "shopping mode", for which he needs a place to "get acquainted" with the store. Special promotions at the entrance will go unnoticed - the visitor is not yet ready to consider purchase offers. Sellers approaching people at the store entrance will scare them away.
Stores should have “relaxation zones” that reassure shoppers and make them feel comfortable inside the store. Such zones can be located right at the entrance, for example, highlighted with special lighting and a pattern on the floor.
Inside the store, people will need landmarks - signs. All signs must be placed at eye level. Consider the natural behavior and thinking of your visitors.
Customers standing near a shelf of engine oil are more likely to think about their cars. It makes sense to put a pointer here to remind you that it would be nice to buy spare wipers.
The amount of information depends on the situation.
Example. In fast food restaurants, people inattentively read the menu while standing in line. They begin to scrutinize it while waiting for the order. The content of the menu in this case helps the client to decide on the order for the next visit.
Sellers should consider differences between groups of buyers, primarily between men and women
It is important to consider not only the similarities, but also the differences between groups of buyers, especially between men and women. Men and women have different social roles and purchasing behavior. Women spend more time inside the store and shop more, while men tend to shop more spontaneously.
When displaying products, consider the gender of the potential buyer.
Example. Lawn mowers are bought by men. When displaying them in the store, focus on engine power, not color.
Shops should provide comfortable shopping for both men and women. A clothing store for women should be located next to computer equipment, where men will definitely drop in. So when shopping, everyone will stay in their own for a long time.
Most of the goods are now purchased by both men and women, so the products must appeal to both genders.
Example. Female consultants can sell computers, traditionally male products. Products labeled exclusively “male” or “female” will expose homosexual shoppers when choosing the right item.
The differences between customer groups are constantly changing. Pay close attention to changes and adapt to them.
Another factor is the age of the buyers.
Retailers and manufacturers should consider the age of the buyers. The proportion of older people will increase in the future, they will tend to spend more money because they have lived in times of economic prosperity.
How can a manufacturer meet the needs of older people:
Consider the needs of children - they strongly influence their parents
Children often accompany their parents to the store and influence the purchases of adults.
Shopping should be fun: let shoppers see it in action and try what they can buy
Shopping is not just a purchase, it is a special experience. Buyers need to touch and taste everything they can buy. Demonstrate the product in action - Display furniture as part of a fully decorated room. Engage as many of the buyers' senses as possible. Use not only background music, but also smells that create a certain atmosphere. Shopping should create an extremely positive experience.
Customers should have a good time and be in the store of their own free will. But at the same time, the product should be so that those who are in a hurry can quickly choose the right things.
Waiting times and line lengths should be kept to a minimum, especially at the checkout - this is where the actual purchases are made. This stage must be completed very quickly.
Online will stores not replace conventional stores entirely, but can bring new shopping experiences.
Online sales are growing, but online stores still have unresolved problems. When shoppers are faced with product shortcomings, it is difficult for them to get customer support, it is often not clear who to write or call. In ordinary stores, there are consultants.
Conventional stores can take advantage of online services. In the future, conventional stores will not disappear, but will begin to closely interact with the Internet.
Example. Apple products no longer include instructions; customers are provided with an Internet link to the information they need. And in Japan and the Philippines, customers can pay for goods via their mobile phone over the Internet.
Stores will become smaller and more environmentally friendly; they will become distribution points for goods that customers have ordered online.
The most important thing
Shopping is not just a purchase, but a positive experience and comfort. Retailers need to closely monitor consumer behavior and adjust their stores to reflect the physical and mental characteristics of individuals, as well as differences between shopper groups.
How to improve visitor conditions and increase profits?
Most buying decisions are made in stores, where visitors can easily be persuaded to buy spontaneously: we see the product and think that it might be useful to us.
If you are a store owner:
- Lure people into the store.
- Create an atmosphere that makes customers want to linger in the store. The longer people are inside the store, the more likely they are to make a purchase.
- Long lines are a bad thing. Monitor customer behavior, improve your store, and optimize traffic.
- Focus on store design, product placement, and employee behavior.
Stores must provide a comfortable shopping experience
Consider physical constraints and shopper habits when designing your store.
There should be shopping baskets or shopping bags throughout the store to make it easy for customers to carry items. Place the baskets high enough so that customers do not bend over to pick them up. The goal of the store is to sell more products, so baskets, bags or carts should be bulky. This contributes to an increase in the number of purchases.
Consider the movement of people within the store when locating products.
- Visitors are always moving forward and reluctant to go back. They are unlikely to return to departments that have already passed.
- Buyers are drawn to the right: they prefer to turn right and take the products on the right. Place the product that needs to be sold or displayed on this side.
Stores must create and guide shoppers
Having entered the store, the visitor is not yet ready to shop. First, he needs to go into "shopping mode", for which he needs a place to "get acquainted" with the store. Special promotions at the entrance will go unnoticed - the visitor is not yet ready to consider purchase offers. Sellers approaching people at the store entrance will scare them away.
Stores should have “relaxation zones” that reassure shoppers and make them feel comfortable inside the store. Such zones can be located right at the entrance, for example, highlighted with special lighting and a pattern on the floor.
Inside the store, people will need landmarks - signs. All signs must be placed at eye level. Consider the natural behavior and thinking of your visitors.
Customers standing near a shelf of engine oil are more likely to think about their cars. It makes sense to put a pointer here to remind you that it would be nice to buy spare wipers.
The amount of information depends on the situation.
Example. In fast food restaurants, people inattentively read the menu while standing in line. They begin to scrutinize it while waiting for the order. The content of the menu in this case helps the client to decide on the order for the next visit.
Sellers should consider differences between groups of buyers, primarily between men and women
It is important to consider not only the similarities, but also the differences between groups of buyers, especially between men and women. Men and women have different social roles and purchasing behavior. Women spend more time inside the store and shop more, while men tend to shop more spontaneously.
When displaying products, consider the gender of the potential buyer.
Example. Lawn mowers are bought by men. When displaying them in the store, focus on engine power, not color.
Shops should provide comfortable shopping for both men and women. A clothing store for women should be located next to computer equipment, where men will definitely drop in. So when shopping, everyone will stay in their own for a long time.
Most of the goods are now purchased by both men and women, so the products must appeal to both genders.
Example. Female consultants can sell computers, traditionally male products. Products labeled exclusively “male” or “female” will expose homosexual shoppers when choosing the right item.
The differences between customer groups are constantly changing. Pay close attention to changes and adapt to them.
Another factor is the age of the buyers.
Retailers and manufacturers should consider the age of the buyers. The proportion of older people will increase in the future, they will tend to spend more money because they have lived in times of economic prosperity.
How can a manufacturer meet the needs of older people:
- Products should be readily available. Increase the font so that visually impaired people can read the ingredient list and food labels. This information is especially important for the elderly.
- High-tech products aimed at young people should be made more affordable for the elderly.
- Shops must be physically accessible, including for people in wheelchairs. Employees themselves must be older so that older people can compare themselves with them.
Consider the needs of children - they strongly influence their parents
Children often accompany their parents to the store and influence the purchases of adults.
- Stores must be safe and accessible to children, otherwise parents simply won't enter them. Children love to touch everything - dangerous objects must be out of their reach, and heavy objects must be securely fastened. For people with small children, automatic doors, wide aisles and no stairs are needed.
- It is difficult to attract the attention of adults - children require constant care. Distract children by setting up play areas.
- Children influence parental purchasing decisions. Products should be placed so that children can easily pick them up from the shelf. But do not overdo it - parents will be wary of products that are clearly aimed at manipulating children.
Shopping should be fun: let shoppers see it in action and try what they can buy
Shopping is not just a purchase, it is a special experience. Buyers need to touch and taste everything they can buy. Demonstrate the product in action - Display furniture as part of a fully decorated room. Engage as many of the buyers' senses as possible. Use not only background music, but also smells that create a certain atmosphere. Shopping should create an extremely positive experience.
Customers should have a good time and be in the store of their own free will. But at the same time, the product should be so that those who are in a hurry can quickly choose the right things.
Waiting times and line lengths should be kept to a minimum, especially at the checkout - this is where the actual purchases are made. This stage must be completed very quickly.
Online will stores not replace conventional stores entirely, but can bring new shopping experiences.
Online sales are growing, but online stores still have unresolved problems. When shoppers are faced with product shortcomings, it is difficult for them to get customer support, it is often not clear who to write or call. In ordinary stores, there are consultants.
Conventional stores can take advantage of online services. In the future, conventional stores will not disappear, but will begin to closely interact with the Internet.
Example. Apple products no longer include instructions; customers are provided with an Internet link to the information they need. And in Japan and the Philippines, customers can pay for goods via their mobile phone over the Internet.
Stores will become smaller and more environmentally friendly; they will become distribution points for goods that customers have ordered online.
The most important thing
Shopping is not just a purchase, but a positive experience and comfort. Retailers need to closely monitor consumer behavior and adjust their stores to reflect the physical and mental characteristics of individuals, as well as differences between shopper groups.
How to improve visitor conditions and increase profits?
- Pay attention to your buyers. Are there more women than men? Are there any children? Are there foreigners (what nationality)? Adapt to your customers! If your store is loved by people of a certain nationality, why not have signs in their language?
- If you can't fight a long line at the checkout, have a friendly salesperson apologize to the people in the line. Maybe he will also answer questions about the products they are going to buy.
- Do not place items too neatly - visitors can feel like they are in a museum. But at the same time, don't heap all the products.
