First, let’s address the elephant in the room; stress. Shopping is stressful! We’ve said it once before and we’ll say it again—you’re not selling products, you’re selling yourself.
Did you know 70% of customers leave a store due to the interaction they had with an employee there? On top of that, one in three customers have said they’ve lost their temper in a store. And for even more icing on the cake 88% of customers have researched their product before they go to purchase it. Realize your store evokes emotions, and try your best to make sure the space, your employees, and yourself don’t trigger bad feelings.
To understand what triggers your customers, you must understand your customer base. Then you can tailor your brick-and-mortar environment to exclude these stressors. Who is your customer, and what are they looking for? Your customer base’s emotional needs will help you determine what shopping style they’re looking for.
Types of brick-and-mortar shopping experiences
Some brick-and-mortar stores offer an experience (think IKEA). A good example of this is Adidas. Some Adidas stores have a treadmill in them so customers can try shoes on. They even have fitness coaches to give advice on the best shoes for the customer’s fitness preferences.
Others want a quick and simple experience. If this is your customer base, automate as much as your store as possible. Make sure you have a robust website with updated product and speedy online response times.
Of course, you can always shoot for something in the middle. (Think classes for your customers who want an experience and as much automation as possible for customers who would rather avoid interaction). Whatever it is, we hope your customers think of you as a trusting, helpful, and enjoyable brand!
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