denda
19-06-2009, 13:53
As retail designers (http://www.sheridanandco.com/) we have long since earmarked the experience the consumer has in the changing rooms as a key decision making point.
It has always baffled us that retailers do not try harder to encourage the consumer at one of the most crucial points in the buying journey.
We all know how helpful it is when you happen to be trying on a garment and the light in the cubicle is particularly flattering. The right lighting can do wonders for the ego. It is amazing how such a simple detail can really tip the balance when it comes to making a sale. So we should be sensitive to the small details that can help the consumer and de-stress the experience. Once a shopper has committed to trying a garment they are that much closer to making the decision to buy or not. It is our job to make that decision making process as comfortable as possible.
A sure fire way of creating a good retail experience (http://www.sheridanandco.com/index.php?cms_id=123&qs_section=portfolio&IncSWFObject=true) that stimulates the ‘must have’ response from a consumer is by making them feel like the most important person in the room. It is of course quite difficult to do, but the changing rooms can be a good opportunity to do this…to add a more personal experience to a shopping journey. If you are trying on an outfit, why not provide the consumer with a more glamorous experience. Different lighting settings that they can control: Night club, summers day, office etc.
After all, the consumer is not just shopping for an item of clothing. They are shopping for a number of much deeper reasons such as self actualization that the retailer would do well to understand. They are visiting a destination for an emotional experience rather than a transactional one which they could get online.
There are a myriad of stresses caused by clumsily planned changing room journeys. Getting the right fit of a product for example, is notoriously stressful. Here is an opportunity to add some good service to the retail offering and generate and emotional relationship with the consumer. A simple ordering system that alerts the attendant means the consumer doesn’t have to come out of the changing room in a public state of semi undress to get another cut of garment. This is a very basic idea, but it is all about detail. It is also a data mining opportunity that can lead to future sales.
It has always baffled us that retailers do not try harder to encourage the consumer at one of the most crucial points in the buying journey.
We all know how helpful it is when you happen to be trying on a garment and the light in the cubicle is particularly flattering. The right lighting can do wonders for the ego. It is amazing how such a simple detail can really tip the balance when it comes to making a sale. So we should be sensitive to the small details that can help the consumer and de-stress the experience. Once a shopper has committed to trying a garment they are that much closer to making the decision to buy or not. It is our job to make that decision making process as comfortable as possible.
A sure fire way of creating a good retail experience (http://www.sheridanandco.com/index.php?cms_id=123&qs_section=portfolio&IncSWFObject=true) that stimulates the ‘must have’ response from a consumer is by making them feel like the most important person in the room. It is of course quite difficult to do, but the changing rooms can be a good opportunity to do this…to add a more personal experience to a shopping journey. If you are trying on an outfit, why not provide the consumer with a more glamorous experience. Different lighting settings that they can control: Night club, summers day, office etc.
After all, the consumer is not just shopping for an item of clothing. They are shopping for a number of much deeper reasons such as self actualization that the retailer would do well to understand. They are visiting a destination for an emotional experience rather than a transactional one which they could get online.
There are a myriad of stresses caused by clumsily planned changing room journeys. Getting the right fit of a product for example, is notoriously stressful. Here is an opportunity to add some good service to the retail offering and generate and emotional relationship with the consumer. A simple ordering system that alerts the attendant means the consumer doesn’t have to come out of the changing room in a public state of semi undress to get another cut of garment. This is a very basic idea, but it is all about detail. It is also a data mining opportunity that can lead to future sales.