Sweet or spicy, it’s what makes you stand apart from the competition. More and more customers are studying what the market has to offer and then carefully evaluating a product's features and benefits before buying. A great way to appeal to customers is to focus on the end use of an item. Shoppers who ask "What's this going to do for me?" will become buyers when you show them.
Let them interact with the product Key to creating an in-store experience that attracts and retains loyal customers is providing opportunities for customers to learn more about a product, what it does, and what it can do for them even before they buy.
The most important way to do this is to get the product in the customer’s hands. Sometimes that’s relatively easy to do. As in the case of toys, it’s also a no-brainer. Kids who get to play with toys in-store have a hard time leaving them there. Moms can examine durability and construction, and then she’s sold as well. This kind of low-tech interactive experience builds desire and creates an emotional connection between the customer and the product she’s holding that can be hard to break.
Customers today are more discerning than ever—they want to know what they’re getting for their money. Make it easy for them to find out. Nothing should be too high or too low, and no customer wants to feel like they have to put in a lot of effort to get close to the merchandise. So keep pathways clear and some breathing room on the racks.
Show them how Shoppers want to feel like they’re getting something unique, something worth every penny of the money they’re spending. Opportunities that enable customers to express their personality and customize items to suit their individuality are key. Show her how to wear one item five ways and she’ll not only get more bang for her buck, but a chance to make something her own.
Take it one step further by showing complete outfits—accessories and jewelry that make customization even more fun and easy. Some shoppers need help putting together a look, others might need a reminder of the extent of a store’s offer. Another way to educate customers is to use mannequins and in-store communications to provide “Editor’s Tips” about what’s hot now.
Get them inside
Retailers are fighting for market share, for foot traffic. Give customers a reason to come into your store with something new to see. Be inventive. Think cleverly. Go to vintage sales and tag sales. Snag a residential armoire to feature a lifestyle product story. Use silver trays for shoes, cake stands for make-up or glasses, and salad bowls for jewelry. Cross-merchandise with a stack of relevant books relating to the merchandise. Think about your environment, your brand and how you’re going to prop it before you search. Are you tongue in cheek? Concise and straightforward? Tone of voice needs to reflect the brand personality.
Keep them coming back for more Create a calendar of events to showcase in windows or at the front of your store. Think beyond Mother’s Day and Back-to-School. Weather? Current events? Present compelling ideas in the front of the store and compelling merchandise to back it up.
Treat them right Your associates are one of your best sales tools. If you sell apparel, they should be wearing it. They should know your products inside and out. Make sure they know not to park themselves behind the cash register, but to mingle with customers: showing them new arrivals, helping to pick out product, and put outfits together. Think outside the box by hosting an in-store event—a trunk show, a fashion show, a private sale. Invite customers and offer them coupons if they bring a friend. Make it a party with drinks and snacks. Whatever you do, do something—let them know you’re thinking of them.
Understanding your customer’s needs now is the beginning to a long-lasting relationship.
The in-store experience is perhaps the most important expression of the West Marine brand—it’s where all the spirit and adventure of boating comes to life for customers. West Marine, the leading specialty retailer of boating supplies and accessories, knew their stores weren’t delivering on this brand expression so they challenged Chute Gerdeman Retail to create a memorable and effective flagship retail store in Jacksonville, Florida, that would express the West Marine brand and expand the experience and assortment to attract a wider customer base. [More]
Flippers Pizzeria has unveiled a new identity and branded restaurant environment, working with Chute Gerdeman Retail. The first prototype location opened its doors in Orlando May 6. The new warm and casual design communicates Flippers’ freshness message while maintaining its operational efficiencies.[More]
In celebration of Chute Gerdeman’s 20th anniversary, we’re introducing a new Gist feature—20/20 Vision. Twenty years at the forefront of retail strategy and design has given us a unique perspective on our ever-changing industry, and our trendwatchers are bringing you their insights—everything from consumer trends and hot new concepts to cutting-edge materials and great do-it-yourself visual techniques. We’ll include five great finds in each quarterly Gist this year. By the end of our 20th year, you’ll have 20 great new ideas—all to give you a better view of the retail world. [More]
Several Chute Gerdeman concepts and insights have recently been featured in the news. Read more about Barbie, Flippers, Hamleys Dubai, merchandising trends, and store refresh tips. [More]
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Let them interact with the product
