20 Feb How To Convert More Customers In A World Of Savvy Shoppers
Who has the power
The supply chain from manufacturer to your customer has many components, and where the power lies has shifted.
Many years ago, the manufactures had the power as goods were in short supply or of inferior quality.
Then the retailers had the power as they could get everything under one roof. In fact, after the war many military people went into retail and upped the level of logistics efficiency. Now the shopper has all the power, we can buy anything, anywhere, anytime.
The power shift has changed the way in which we shop. We make more and shorter shopping trips and we dip in and out of online, bricks and mortar and social media to make our buying decisions. The weekly shop and a full freezer is on the wane, shopping is much more social.
One of the symptoms is shoppers checking online while in your store and many who have browsed at home know more about the product they are interested than the person serving them. (When a customer is checking on their phone, does your sales team have an clear approach to capture their buying signal?)
Myths – a question?
Before looking at what to do, we should look at (and bust) 2 myths:
1. Service – this alone will not grow sales sufficiently. Giving great service will help improve customer satisfaction and repeat visits of those who love you, but it will only grow sales if there is a personal benefit to the shopper.
2. Price – we must be competitive but that is not the same as being the cheapest. When shoppers compare online, it’s about being a savvy shopper more than the price (see last article). No one wants a friend to tell them they could have bought something cheaper.
The new exemplars
The centre aisle in discount stores, the online experience where many suggestions and prompts are made, the ease of comparison sites to book flights and holidays and the rise of independent specialist or quirky shops in secondary locations. All of these examples give the customer more
Even more interesting is the phenomenon of bloggers. Taking advice from people who have an opinion more than expertise and they earn a lot of money. A blogger in a bedroom can have more influence than a trained specialist. A great example of this is in the cosmetics industry.
Your people need to SELL the message – we will inspire you and help you make better decisions. The RPS definition of selling is – “helping customers make great buying decisions for something they will love”.
What does this mean for retailers? We must provide a service that is right for the changing shopping habits.
1. Buyers must:
a) Sell the story to the store team – the sellers
b) Create merchandising to sell stories and themes that are selling aids
2. The store team must:
a) Sell the story to the shopper
b) Create a welcoming atmosphere with everyone
c) Help customers make better decisions than they would on their own
i) Become a:
- Discovery demon
- Experience expert
- Selling superstar
To see how we can help you convert more customers, call Scott on 01344 849397 or email firstname.lastname@example.org.