Don’t treat or see window shoppers are ticks who pile on, but see them as potential opportunity that they give you, to convince them to become your consumer. Window shoppers are not actively seeking to buy stuff or don’t have that on their mind as of now but given the right push it doesn’t take long for them to become shoppers. Some of the key reasons why an person does window shopping:
They aren’t thinking of buying what you sell immediately but after sometime
They’re researching information before making an informed decision
They’re considering multiple brands and are testing/checking each brand
They’re loyalists and want to just see what’s new in the brand
One of the keys things that can turn any window shopper to an real consumer is that if a brand can get them to take an action. If the shopper is actually forced to take an action and it could be as simple as taking a peek at the price tag or feeling the fabric or go online and research more about it, half the job’s done. And the focus on the call to action at every touch point is extremely crucial. And adding a call to action can be about different things at different touch points at POS it should shout buy now on the site it could be sign up the newsletter on a hoarding it could be visit the website, etc.
Brands should take one step at a time to make sure that overselling or brand dilution does not happen. Every touch point or communication needs to have specific aim and should build positive perception about the brand. To take a look at the example visit my earlier blog: http://wp.me/p6kIEO-29
Sampling in certain industries help to convert a lot of shoppers to real consumers. They key reason could be that the shopper isn’t sure of the benefits of using a particular brand and hence doesn’t find value for money. Or there are consumers who want the product to be accepted by earlier adopter and post looking at reviews they may buy the product. This brings in another critical aspect of marketing which is testimonial marketing which in today’s online world is one of the biggest promoters for the brand. The more positive comments the likelihood of the brand picked up is higher. Take an example of the hotel industry without looking at Tripadvisor ratings hotels aren’t being booked or hotels choices are changed basis their ratings.
If it’s the store a shopper can be converted to a consumer even by the most basic of human action of a greeting the consumer with a smile and wishing them. Still believe first impression is the last impression and if impressed while you enter the store then 20-25% of the selling is already done. Secondly treat every shopper as a potential consumer and not someone who will waste time. If this shopper doesn’t convert he/she will tell 10 people about the fantastic experience at the shop and other will come in and convert. Customer experience today has a lot of importance and not too many brands focus on this. Read another article on this at http://wp.me/p6kIEO-34
Finally if you know the shopper isn’t going to convert then the best thing to do is to counsel them about where he would get what he/she is looking for. This will build an extremely positive perception of the store/brand and is very likely to become your future consumer. Treating the shopper well and ensuring that he/she leaves a positive feeling will help the brand in the long run. But do remember to get contact details so that the brand could be in touch via various online mediums and keep the shopper engaged with the brand.
Some key aspects that the sales/customer facing teams need to have particular focus on
-Highlighting the USP of the brand/product which helps in a better conversion rate
-Ensure that there is uniform experience (not pitch) across different people in the team (not being robotic but hygiene factors to be standard)
-Always have a how can I help you attitude keeping in mind consumers demands/needs rather than what I offer to sell.
-Dynamic sales pitch, although everyone knows about it but seldom practice it.
-Most importantly teams to understand and share learning’s on why the product/brand isn’t selling
Considering these basics and ensuring that these points are implemented with proper tracking will definitely convert more shoppers into consumers for brands.