Ugh! Worst shopping experience ever!
The post stopped Samantha in her tracks. She and Kelly (her friend who posted the mini-rant on Facebook) were shopping buddies. For Kelly to have the “worst” experience while shopping was rare – especially when shopping for her favorite thing – clothes! This complaint wasn’t going to do much for this retail store’s reputation!
We’re on a mission to help you understand how to make fitting rooms better. This is the second of a three-part series intended to provide the basics of a great fitting room experience. This post focuses on the need for a defined fitting room process.
For customers, shopping for apparel should be a lot like eating a fine meal. The friendly greeting at the entrance is like a cocktail before dinner. A good layout to the sales floor is like an appetizer. To the surprise of many, the main course is actually the fitting room. It’s the star of the meal…er, shopping experience. A pleasant experience at the cashwrap is the dessert, or sherry after dinner if that’s what floats your boat.
Sure, the whole experience is important, but it’s the main course, or, in this case, the fitting room, that’s going to leave a lasting impression. Ultimately, in the retail transaction process, the fitting room is the moment where a go/no-go decision on a purchase is made.
With that in mind, it becomes clear that sales associate training and any adjustments to the store layout should be designed to direct customers to the fitting room.