SLOW DOWN, SPEED BUMPS AHEAD! “Where the eyes go, the feet will follow”. Have you the space to create some speed bumps? These are areas in your premises which have the effect of slowing the customer down. They can also become areas where you can place any impulse purchases. How you influence customer behaviour is simply a case of making it easy for customers to buy from you. How they are treated and how valued they feel is key. The last thing we are going to be is manipulative or pushy.
Colour Wedding dress shops by their very nature tend to have variations of ivory/white/nude on display. Recent retail studies show that colour has a very positive impact on our well-being, and particularly when we go shopping, and honing in when we enter a shop. Consider putting colour to the front of your boutique. Be it bridesmaids’ dresses or other products, flowers, furnishings, carpet etc. When a customer enters your shop, they will immediately feel happier! That’s a good start isn’t it? They will also leave on a high and be feeling positive about the next time they visit. You may even have the opportunity of selling an add-on before they leave.
Going with the flow
Staff training
When I work with my clients, I always advise – and we discuss at length – the importance of creating a clear path or customer flow as I call it. I liken it to a freeflowing river; design zones throughout your premises which will enhance a customer journey as you walk them through. Does your space work for your customers? It may work brilliantly for you – however, the customer must always be at the forefront of all you do, including when making decisions about where to put stock, and how to lay out everything in general. Put yourselves in your customers’ shoes. See it from their angle. There should be clearly-defined areas so the customer knows (and you know) where they are at any stage of their shopping experience, ensuring there are no log jams, and to maximise the ebb and flow of customers through any given day. There is nothing worse than an overcrowded, messy and confusing shop floor. Where customers are butting up against each other, scientific analysis shows that women in particular will not buy a product if they feel crowded out. Focus on creating just the right amount of white space to fit your own environment. Often when not in purpose-built premises, it can be seen as difficult to achieve. It is actually quite straightforward, irrespective of the space and physical barriers – such as the walls and differing room sizes – your premises may have. Some questions to ask yourselves: 1. Do you have different textures/looks in your floor coverings? 2. Does each area of your boutique differ from the next? 3. Have you created a clearly defined path or route?
It goes without saying that staff should be trained in all areas of your business. They should be able to wear different hats in different parts of the boutique, whether selling bridal gowns, bridesmaids’ dresses, accessories, shoes, underwear. Nothing infuriates a customer more than being told by a staff member: “That’s not my department”. And, of course, the “Do you know what you want?” question that means “I can help you then” never fails to irritate. In a well-known national department store here in my home town, this is the norm, and it is so off-putting. Your team need to be knowledgeable, confident and willing to guide your customers throughout this whole journey – from start to finish. Customers like to experience consistency and good communication skills when shopping in this niche environment. That’s’ what we all want isn’t it? To feel looked after and valued.
Music to your ears Do you play music in your premises? It’s well-known that music has therapeutic qualities. My tips to you are: Play songs which are slower in tempo – slower than a heartbeat will create a sense of calm. And, importantly, an unrushed, personal, guided experience in your boutique; bearing in mind they will only have an hour or so with you during their appointment. Customers will feel more inclined to spend a little more time (and money – up to 29% more) with you if music is played. M A Y / J U N E 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 107