15.06 – Successfully Selling In-Store
Despite the rise of online shopping, in-store shopping remains a crucial part of the human experience. People enjoy seeing and feeling tangible products, mingling with others, and experiencing the atmosphere of a physical store. Creating an inviting and memorable store atmosphere is key to growing and maintaining sales and customer loyalty. Here are some ideas to help you get started.
Creating an Inviting Store Vibe
A store’s atmosphere is critical to building traffic and increasing sales. Creating the right atmosphere requires understanding your customers’ lifestyles, personas, and shopping motivations. It’s often about more than just the products you sell.
Conduct in-store surveys at the cash register to gather customer feedback on what they like about the store environment, what’s missing, and how shopping with you makes them feel. Use this information to create an atmosphere that supports your findings.
Examples of Successful Store Atmospheres
- Armani Exchange: Harlan Bratcher, former CEO, created a nightclub ambiance to appeal to young, single adults who enjoy the metropolitan social scene. The stores played spot-on playlists loudly and used lighting to reflect a dance club atmosphere, which significantly boosted sales.
- REI: Some flagship stores feature climbing walls, allowing customers to experience adventure and athleticism. These engaging features attract customers and enhance the shopping experience.
- American Girl: Flagship stores offer experiences beyond selling dolls and accessories, such as a café serving afternoon tea, a theatre, and a beauty salon where children can get hairstyles matching their dolls. These experiences create lasting memories and drive sales.
Trust your instincts and imagination. Experiment with ideas and dare to be different. Aim to create an experience that makes shopping memorable and something customers want to repeat.
If competing with established brands like Starbucks, find a unique or local twist that differentiates your experience. Add easy-to-serve lunch foods, offer books by local authors, display local artists’ work, provide seating for laptop use, and create an experience that reflects local culture.
Stimulating Sales at Point of Purchase
The point of purchase (POP) is a critical opportunity to increase sales. Research shows that the majority of purchases are unplanned, similar to going to the grocery store for one item and leaving with a cart full of groceries.
POP Advertising Tips
- Shelf Signage: Draw attention to products with signage on shelves.
- Freestanding Floor Displays: Use eye-catching displays to promote products and special prices.
- QR Codes: Add QR codes to displays and signage, linking customers to promotions or informational web pages.
- Augmented Reality (AR) Displays: Use AR to let shoppers see how products will look on them. For example, a sign asking, “What does this watch look like on you?” can show customers an AR view of themselves wearing the watch.
A Closer Look at AR
Augmented reality (AR) overlays digital imagery on the real world. In a store setting, AR can show customers how products look on them or in their homes.
AR Applications
- Home Furnishings: Customers can see how furniture looks in their home settings.
- Beauty Products: Customers can see how hair colour or lipstick looks on them.
- Retail Examples: Home Depot, Wayfair, Target, IKEA, Sephora, and L’Oréal offer AR apps for enhanced shopping experiences.
Staying Ahead with Technology
Technology changes quickly, and staying updated on marketing technology is crucial. Falling behind can impact how you distribute, sell, and market products and the experiences you create. Always stay informed about the latest trends and tools to keep your business competitive.
By creating an inviting store atmosphere and leveraging technology like AR, you can enhance the in-store shopping experience, stimulate sales, and build lasting customer loyalty.
