I’ve been excited at how many great press mentions Fit Happens has been getting lately! A great many thanks to Margo Myers for helping make this happen.
It really is a passion of mine – the fitting room is the most valuable real estate in the store, and far too many retailers fail to utilize it anywhere near capacity.
(Haven’t had a chance to read Fit Happens yet? Download a free chapter now.)
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When you were planning the location for your apparel store, you probably did a lot of homework. You read the latest research on how to make the cashwrap more appealing, what kind of music should be played and at what volume, and what floor layout would work best to engage customers and drive sales.
When you were doing that research, did the fitting rooms come up at all?
For too long, the fitting rooms have been the most neglected area of many stores. Fitting rooms are often an afterthought in the back corner, a place that no one pays much attention to at all. That’s a shame because the fitting room is where the customer makes the final decision on an apparel purchase!
The next time you’re in the store, have a good look at your fitting rooms. Are you making any of the five most common fitting room mistakes? If you are, just remember – identifying problems is the first step towards fixing them!
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Often neglected as shopkeepers look at the big picture for their brick and mortar stores, fitting rooms represent one of the biggest opportunities for retailers to increase retail conversions and drive up sales. The fitting room is where shoppers make their final buying decisions, a factor that makes it more important than ever for shop owners to take special care of how their fitting rooms are organized, cared for, and managed by associates.
It’s crucial to ensure that the fitting room experience is as convenient, comfortable, and exciting for shoppers as the rest of their shopping experience. However, before retailers can even begin to think about providing a quality fitting room experience, they must take into consideration what it takes to get customers into the highest converting part of the store.
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Read More »How to Get Customers to the Highest Converting Part of Your Store
If you work in retail, you may be well aware of the importance of steering shoppers to the fitting room soon after they have entered the store. There’s an excellent reason for that – customers make the final purchase decision on an apparel purchase in the fitting room. And that’s just for the items that caught their eye from the window.
Once a customer is in the fitting room, they are a captive audience. However, it’s important to make sure they don’t feel trapped. There’s a fine line between attentive and annoying, and sales associates must learn how to stay well back of that line.
The most successful retailers take advantage of a customer’s time in the fitting room by encouraging them to turn that purchase of a single item into a larger sale. How exactly do they do that? Through the fine art of upselling and cross-selling!
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Read More »Retail Upselling and Cross-Selling: How to Increase the Value of Every Sale
As the place where most of your customers’ sales decisions are made, the fitting room is the true heart of the brick & mortar apparel store.
For you to understand the retail experience of your customer, you need to look at the process through their eyes. While shopping, the customer navigates through three very distinct zones: The Engagement Zone, The Decision Zone, and the Disengagement Zone.
How can you successfully engage your customer, help her to decide on a choice or choices from the sales floor, and then move her quickly and efficiently through the fitting room and out of the store?
If you can fulfill your customer’s needs and desires, you will establish customer loyalty. If your customer has an outstanding retail experience, then you’ll have a repeat customer again and again.
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Read More »How Shoppers Purchase Apparel: Understanding the Customer Journey
Each new year brings new retail trends, which change the way companies do business. In these retail predictions, we look at emerging trends and technologies that we expect will be most significant in 2015. You’ll discover how each trend will affect the customer experience and get insights on how retailers can improve their customers’ shopping journeys.
[Tweet “Check out these #Retail Predictions for 2015”]
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Is the internet stealing customers away from you? Are you ready to give up and concede that brick and mortar is basically done?
Relax – brick and mortar is not dead, you may just need to make a few adjustments to your strategy.
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Brick and mortar stores are faced with fierce competition from online retailers. I’m sure you’re aware of Showrooming, where a customer checks out an item in a physical store and then goes online to make the actual purchase. Usually because they can get a better price.
This can also work the other way. Consider Webrooming, where a customer learns about an item online but then goes to a traditional brick and mortar store to make the actual purchase. This has brought the opportunity back to the traditional retailer.
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Read More »How Brick and Mortar Stores Can Take Advantage of Webrooming
As long as I have been working with fitting room technology, there has been an ever present din. More than a din actually- it’s a compulsion. Technologists are compelled to turn the living room into a fitting room and the fitting room into the living room.
The agreed upon method for making that fitting room into a living room is to bring in as much of the desktop computer e-commerce experience as possible.
Hyberbole aside, there is just something about the fitting room that makes an easy target for the web experience. Technologists that haven’t spent much time in the environment have some things to consider. That is what I will be exploring here.
I will put it bluntly:
As retailers, we need to keep these two things as separate as possible. Here are three reasons why.
[Tweet “The Hidden Cost of Bringing the Internet Into the #FittingRoom”]
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Read More »The Hidden Cost of Bringing the Internet Into the Fitting Room
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