How can I get people to spend money when they are in the shop, rather than lose the sale to an online retailer? With showrooming on the rise, our clients are increasingly asking us to help them with this, so here are the top ten triggers to purchasing in-store:
1. Clicks and mortar
The evolution and integration of technology in-store abounds with the likes of Karl Lagerfield’s London store offering customers iPads to use in changing rooms to photograph and share potential new outfits via social media. While the jury is still out on whether devices like this actually trigger purchase, they can go some way towards making brands feel more in touch with the digitally-savvy modern consumer.
The ability to bring products to life has long been the Achilles Heel of online retailing. But in-store inspiration can take many forms – from elaborate window displays to experiential store designs and promotional events. If you inspire people, you excite them, and this is easier in a physical store.
3. Positive disruption
While shoppers often decry retailers for constantly shifting things around in-store, moving products around can reinvigorate categories, making people reappraise the products on offer, helping to drive sales.
Product personalisation can provide people with a level of personal service that is difficult to replicate online. For example, Levi’s use of body scanners to help shoppers make the perfect jeans, or Sweatshop’s gait analysis service that ensures runners take home the perfect trainers.
5. Instant gratification
The introduction of wifi and iPads in-store allows customers to browse products and check pricing instantly, not only increasing dwell time but also helping to maximise the chances of a sale.
6. Going the extra mile
With research showing many shoppers feeling a sense of gratitude when treated to a simple smile and thank you at the point of purchase, there is a significant opportunity for retailers who offer a real personal service.
7. Risk aversion
We are creatures of habit. Sainsbury’s recent ‘Make Your Roast Go Further’ campaign understood this. It took a traditional British meal and created recipes that used leftovers. In-store demonstrations enabled shoppers to try before buying.
8. Fear Of Missing Out
‘FOMO’ is very much part of modern life. This drives people to take advantage of a one-day only sale or VIP event in-store that’s advertised online or via direct mail.
In unsettled times people seek solace in things that remind them of a comforted emotional state. Retailers need only follow trending TV programmes like The Great British Bake Off for insight into the popular psyche and what might appeal to shoppers.
10. (Accessible) exclusivity
Young fashion retailers in particular have become true proponents of this tactic, with H&M’s celebrity collections and Kate Moss for Topshop leading the way. There is something to be said for providing mere mortals with access to a range designed by a creative elite.