Retailers have always tried to understand their customers with varied success. A retail business has to contend with waves and dips in sales. To keep a continuous flow of customers, a retail business can use a few tips.
People love to feel appreciated. A study in 2006 showed that customers with a rewards card did their shopping while smiling more, chatted longer with the café employees and said ‘thanks’ more. Loyalty programs are easy to set up with loyalty cards, bonuses, and referral incentives. A loyalty program does really increase customer loyalty.
Customers feel that they are receiving personal attention when personalized details are used. Learn to call your customers by their names. A business can use the data collected in the loyalty program to craft personalized messages for birthdays and other life events. Social media platforms like Facebook are also powerful personalization tools.
Fewer but good alternatives
An interesting study showed that shoppers would actually spend less when they have very many options. The study used two tables one with three options for jam, and another with 24 brands. Surprisingly, 31% chose a jar of jam from the table with 3 brands while only 2% picked a jar from the table with 24 brands. A retail business is better off with a few quality brands than lots of untested products.
Creating an illusion of scarcity has always been a popular marketing tactic. Phrases like ‘limited offer run this week only!’ are much used with good success. Luxury brands go a step further. Retail stores with luxury brands have snobby but professional staff, creating an illusion of items beyond usual reach. This works well with luxury brands which get their fame from exclusivity.
Feeling the items on offer
Apparently, people will readily buy and pay more for items that they have laid their hands on. Touching creates an illusion of possession which subconsciously urges the shopper to buy and pay a bit more for an item already in hand.
Everyone loves freebies. Free samples are an expression of confidence in a product. When a retail store offers freebies like stickers or even free mints, shoppers will naturally feel a need to reciprocate, which is expressed through a willingness to buy.
Consumer studies show that placing popular items at the end of the store forces shoppers to transverse the aisles and in the process do some impulse buying. Another approach involves placing popular but cheap items at the entrance. Once a shopper buys one item, she will be willing to buy more.