How you convince the customers entering your stores to buy? A good buying quota is 20% and over. Most of the non-food retail companies measure the number of people entering the stores. One of the important KPI’s in a non-food retail company is the buying quota. The buying quota is directly related to the customer experience.
What if just 5% of the people entering your store end up buying?
Following reasons can lead to a disappointing experience and lack of buying:
- Bad “expectations” management – what was communicated through the promotion (in store or media) is not aligned with what the customer finds in the store.
- Unpleasant physical conditions in the store (smell, heat, music, dirt).
- Customers don’t find the article that they wish.
- Customers don’t find the right article (a specific size or shape).
- Long waiting time at the cash desk or trying on corner.
- Unfriendly selling personnel (they are not willing to go and bring the article or show)
- Lack of communication abilities of the personnel (they don’t know what questions to ask, react annoyed at solicitation)
- Uncomfortable arrangement of the store, no space to navigate between the shelves or stands.
- Unclear return policy and unpleasant return experience. This is the one who creates the most buzz, people will talk about it either if it’s good or if it’s bad.
The points above are a must in any store. Clients expect them. If you have everything right, they still won’t talk about it, but the chances for them to buy your products increase. If you want them to share about the experience in your store, you have to check all the points above, adapted to your target customers and to also offer a experience that they do not expect.
The customer experience is a mix between environment conditions, abilities of of the selling personnel, assortment of products in the stores and communications strategy. It takes a team effort of different departments to offer a memorable experience and a lot of forward and backwards communication. Contact me if you want me to ases
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