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18 Feb 2007 13:52
TURN BROWSERS INTO BUYERS
Why do some customers leave your store empty handed no matter what you say or do?
Well by identifying the type of customer who visits your shop you can convert some into buyers. Basically there are 5 types:
A general browser - not really focused - conversion rate 2%
Time killers - move round the products quickly - con rate 0%
Product pickers - they know what they are interested in and make their way to that area - often men - conversion rate 37%
Pleasure seekers - spends time in shop, moving slowly, will touch items and will engage with staff, typical of people after payday - conversion rate - 79%
Focused fulfillers - aim for only the products they are interested in, know what they want, likely to be familiar with the product - conversion rate - 82%
So how can you turn shoppers into spenders?
Make things easy for them - priced clearly, stock available, is easily on display - layout of stock in sales area
Fitting rooms - very important, easy to find, easy to change - neat and tidy - have a tape measure handy!
Identifying the customers - look for obvious signs
- whether they are touching the product
- whether they are looking for different sizes
- if someone is holding up an item of clothing against themselves.
- do they interact with staff
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