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 customers find in the store.
- Unpleasant physical conditions in the stores (smell, heat, music).
- 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.
- 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.
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 take a team effort of different departments to offer a memorable experience and a lot of forward and backwards communication.
Contact me to check how you can improve the experience of your customers.