Shoot me, I’m a hag.
Okay, yes, I am a woman and we consider shopping both a social activity and a competitive sport. And, with spring springing all over, the shopping urge is really kicking in. However, it’s not all fun - I also work with clients who sell retail - so when I’m trying on clothes, buying wine and such - it’s also - ahem - market research (yeah, yeah, that’s it!)
So, what is it with retailers? Could it be that most are run by men? Or, have the head honchos/honchorettes never tried on a swimsuit in their own dressing rooms?
Shoot me now, I’m a hag. That “Dawn of the Dead” lighting - in even the best stores’ dressing rooms. Why is the most important part of the potential sale so awful? It’s not just the lighting - when was the last time the carpet was vacuumed? Do I want to put my bare foot on that floor? Where do I hang the clothes I’m taking off? Oops, dang, ouch…just hit my elbow on the wall…and so on. Why do they make it so hard for me to like the merchandise (and me in it)?
Remember your customers can go lots of places to buy the things you sell - so create an experience/environment for them. And lighting is a huge (and relatively low cost) factor in any environment for virtually any type of sale. Our brains respond to cues of which we’re not even aware. Put a few pink light bulbs in the dressing rooms. Place a strategic spotlight over the wine display. Turn off the overheads in your reception area and invest in a few nice lamps and recessed ceiling lights. And so on. (Oh, and get rid of those dead and dying plants, folks.)
Read more: (book recommendation) Why We Buy: The Science Of Shopping
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March 10th, 2006 at 5:07 am
Its always the simple things. If you are starting a list for ladies clothing retailers - how about a few chairs and magazines for the gents. We leave because we can only do so many laps around the racks before we get bored.
Rather than send 4 outfits out of the store knowing 3 will come back, why not send two home that both have 2 votes?
March 10th, 2006 at 8:36 am
Yes, indeed. And how about a separate area with a big screen t.v. for when the various play-offs are going on?
You’re a brave and good man to do even a few laps around the racks!