Privacy and the Ideal Shopper Experience

 


Privacy and the Ideal Shopper Experience

We know that customers prefer to shop in physical shops and that the shopping experience is crucial. Retail marketers know the simple answer: Give your customers attention.

Unless she asks you to leave her alone.

The shopper is sending mixed signals. That's her right. She doesn't like to be ignored. She doesn't like being bothered. How do you find the right balance? Insights compiled by the Harvard Business Review suggest that shoppers may not want as much interaction in retail stores as we think.

Researchers conducted field experiments with shoppers at mass-merchandise shops to determine if they want more privacy. The findings show that shoppers need to have sensitivity, good people-reading skills, and a delicate touch in order to have a great shopping experience.

Research findings from other researchers:

  • Shoppers will spend less if they feel like they don't have enough personal space. If they feel that someone is too close, shoppers are 25% less likely than others to buy an item.
  • If they feel watched, shoppers will buy lessThis is a fact. Shoppers are 37% less likely, if they make eye contact with a sales representative and shopper, to purchase the product they want during their trip.
  • Shoppers will spend less on revealing products if they have to interact with people.. Customers who felt that their personal space was being invaded were more likely not to purchase an item that expresses their personality, such as hair color or make-up.

Give the Shopper the opportunity to Truly Customize Her Experience

The shopper desires choices that allow her to choose the best path to purchase. She wants to be able to choose when and how she interacts wit a brand. She may not feel the need to interact with people when shopping, but she might just be unable to do so on this specific trip.

You can help her personalize the shopping experience. You must understand that she may just want to be left alone sometimes. Give her the option of having control and personal space. Do not pressure or crowd her. Give her tools to help her research the products she is interested in. If she has any questions, be there.

You can add privacy options to the shopping experience

  • Greet customers and then move on.Let her know that she is welcomed, then allow her to take a few moments to get oriented.
  • Place shopping baskets around the storeThis is a great idea. This allows customers to place items in baskets before they buy them.
  • Signage and display communicate clearly.With well-placed, legible signage, anticipate and answer shoppers' questions.
  • You can place expensive items behind glass. It can be more relaxing for shoppers to place expensive items behind glass. Staff must be more vigilant about stock that is expensive. Staff can relax by reducing the risk of theft.
  • Demo videos of products. Place screens near product displays to show how the items work and what they can do for the customer.

I don't advocate ignoring the shopper nor downplaying the importance human interaction. In fact, the contrary is true. It is the best shopper experience.

https://www.connectpos.com/tips-for-user-friendly-omnichannel-shopping-journey/

https://www.connectpos.com/pos-review-connectpos-vs-ebizmarts-pos/

https://www.connectpos.com/click-and-collect-tips-for-pos-systems/

https://www.connectpos.com/why-retailers-follow-omnichannel-trends/

https://www.connectpos.com/pos-review-connectpos-vs-square-pos/

https://www.connectpos.com/11-tips-reduce-shopping-cart-abandonment/

Holiday Windows are Pop-up Inspiration

Retail holiday windows are a long-standing tradition that is highly anticipated. It is a popular tourist attraction in major cities and a source of inspiration for pop-up shops.

Bergdorf Goodman is a retailer that is well-known for its dynamic holiday windows. The holiday displays, immortalized in the film Scatter My Ashes At Bergdorf's, are described as elaborate and extravagant fine art installations. David Hoey (Bergdorf Goodman's Senior Director of Visual Presentation), says that the windows should almost be viewed as hallucinations.

2017's theme for Bergdorf's windows was " to New York, with Love." This is a tribute to seven of New York City’s most important cultural institutions: the American Museum of Natural History (BKAM), the Brooklyn Academy of Music, the Museum of the Moving Image and the Museum of the Moving Image, the New York Philharmonic as well as the New York Historical Society, Urban Glass, the New York Historical Society, and the New York Philharmonic. Hoey and his team have created a unique vision for each institution that is not only obvious but also reflects their values.

The windows are populated by dancing mannequins. A large-screen montage includes black-and-white clips, soft-sculpture plants, neon musical instruments and papier-mache portraits. Signature glass objects, signature glass objects, and bling-encrusted dinosaurs. Each Velociraptor Skelet took 325 hours to bejewelled with over a million Swarovski crystals.

Hoey says that "We tend to overload the with too much information, and too many things to absorb." We love putting on shows so we made the windows colorful and entertaining.

These are thought-provoking words that anyone can use to create a Shopper Moment(tm) that is memorable, especially for someone in charge of a retail pop-up.

It's simple, just think about it. Holiday windows are basically pop-ups. Both are limited-time, branded and targeted events that engage shoppers. Retail marketers and designers can find inspiration in the enchanting Bergdorf windows.

POP-UP INSPIRATION. LESSONS FROM BERGDORF’S WINDOWS

Don't be surprised.Do not aim for shock. Instead, strive for jaw-dropping.

Get into the micro-details.Your experience should be filled with quality details. Visual minutia is beautiful. [...] can induce a kind aesthetic delirium," states Hoey.Your retail pop-up experience can be enhanced with quality details.CLICK TO TWEET

Your signature style is a must.Demonstrate brand personality and aesthetics. The Bergdorf windows, while being wildly different from each other (alongside offerings from years past), are easily identifiable as products. They can be purchased.

Create community.People who come together to admire holiday windows create their own small communities. They share an admiration for what they see (and experience) together. Bergdorf's also offers custom-made, partner-created products that allow for inclusion.Products and experiences.

Give them something to talk.Make something buzzworthy, photogenic, and shareable.

Get some emotion.Most people have a common memory of their past shopping trips to the store windows. Shoppers should feel something together.

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