Each time a customer leaves your store empty handed, you’ve lost out on potential revenue. These simple steps could help turn browsers into buyers.
1. Think like a customer
Enter your shop with your customer hat – and mask – on. What do you see? How do you feel? Is the shop inviting; do you feel safe? Are there eye-catching items right by the entrance? Are you easily able to understand how to stay safe and comply with restrictions without feeling intimidated or confused? Customer experience can be the difference between a browse and a buy. Pay attention to your layout, your lighting and the pathway to the checkout. If queues are longer with social distancing, try placing lower-priced items along the route to the cash register – to keep shoppers engaged as they queue. They’re a great way to spark impulse buys.
2. Get talking
The longer customers stay in your shop, the more likely they are to buy. Encouraging customers to feel comfortable and take their time while shopping can push your sales up by 40%*. Make sure everyone entering your shop feels both welcome and unpressured. Get to know and understand your customers so you can offer bespoke recommendations. Spark up natural conversations, not sales pitches – and train your staff to know the difference.
3. Run short-term sales
Limited-time offers needn’t feel ‘cheap’. Done right, they’re a great way to stir up interest and drive urgency to buy. They’re positive brand builders, too – some 75%** of consumers say incentives like this improve their perception of a company.
4. Show off your five stars
Have your products got glowing reviews? Use them! Positive feedback from other customers builds confidence and can tip browsers over into being buyers. Some 93%*** of consumers say that online reviews have an impact on their purchase decisions.
5. Let your customers pay how they want
Everyone’s got their favourite way to pay – make sure you accept them. Accepting a variety of payment methods, from different cards to mobile payments, gives your customers maximum choice at the checkout and can lead to more frequent, bigger transactions. Show off which methods you accept with clear signage, throughout your shop. This builds trust and reassurance, all while sending a signal that you are a high-profile merchant with a convenient and smooth payment experience.
These are simple steps, yet too many retailers don’t put them into practice. Try them – you’ve got nothing to lose, and only potential revenue to gain.
Content accredited to Discover® Global Network.
*Ellen Brown, The Slower You Shop, The More You Spend.
*** Bernard May, How To Use Online Reviews To Drive Business Growth.