Today e-commerce seems to be taking over the market. However, brick and mortar stores are still in the game, they just need to optimize their approach. How do they do that?
Well, the customers is what you should be basing your strategy on. To be more specific, you need to consider main types of behavior of your customers. Better understanding of their motives and needs improves the chances on the growth of a business.
One of the main aspects influencing people’s behavior during shopping is their approach to choosing the product. More than 50% percent of people prefer to look for the item they need on the internet before going to the store. It means that when they enter the store, they already know what they are looking for and go straight to that passing all the other offers by. Because of that, the likelihood of them buying something by chance plummets. People become more rational in general: less than 5% of respondents stated that they are willing to go just “window shopping” aimlessly. That means that the cost of a mistake made by a store becomes significantly higher — if the client cannot find the desired product or stumbles upon substandard service, they might change their opinion on the brand forever. Therefore, entrepreneurs have to base their business strategies on customer types.
Buyers of this type plan in advance and know exactly what they need and in what store before even visiting it. Usually they don’t want to wait for the delivery, or they would purchase it online. A researcher is more than familiar with the item’s characteristics and don’t need the help of the consultants. This type accounts for roughly 45% of the customers.
For retailers, the best policy for dealing with such clients is to make the purchasing process as easy and fast as it can be. That includes an easy to understand product layout, so the client doesn’t have to spend much looking for what they came for, enough items in stock and up-to date information on the website.
This type is also greatly represented and consists of people who want to “feel” the product, try it on or test it to make a choice. Around 41% of respondents said they go to the store with a general idea of what they need, but make a final decision on this or that item on the spot.
What is important here is to give this type the opportunity to study the product in the store. Some of them will like to get advice from the store consultants, whereas others will prefer to use their gadgets to get more information. That is why it’s better for retailers to provide options and make it convenient for both independent customers and those who require assistance.
This last group includes people who preorder things online and collect them at the store or at a pickup point. That allows retailers to increase their profits.
As our research suggests, more than half of people who had bought something online and came to the store to receive it, make spontaneous purchases, and a third of them are willing to visit nearby stores. For this type, it’s recommended to make the collection process quick and purchase of additional or complementing items easy.
How to use this information to your advantage?
In the last few posts, we have described three main customer types. So how do companies implement that knowledge?
Even though most of the time store visits are planned, there isn’t one single strategy to suit the needs of each customer. What retailers should really do is focus on the strong points of traditional retail. Most of all, it’s the opportunity to accommodate a specific customer, their individual aims and requirements, begin interacting with them before the purchase and hold interesting special offers. To do that, a company needs statistical data and its analysis, based on which it can develop its approach to the target audience.
To begin studying the psychology of your customers, we recommend choosing a suitable too for analyzing the customer flow in stores and shopping malls. MegaCount people counters are a unique platform for interacting with clients and monitoring the efficiency of each store.