An important role in customer experience is to not only observe Key Performance Indicators (KPI) but translate them into a story about how customers are responding to the business. When a potential customer enters the business, is she a looker or a buyer, how many items are purchased, and what is the average price of the units as well as the entire transaction. If she does not buy, why and how do you positively impact the possibility of converting her into a customer.
The Big Issue Here
Honestly, sometimes I get dizzy trying to keep it all straight, but no matter where you work, you should be as concerned about these metrics as I am. For me,the most crucial question is how do I turn someone who is simply window-shopping into a paying customer? Working in soft goods (clothing to be exact) I find that the sale is made or lost in the fitting room.
5-25 rule explained
A good rule of thumb was just recently explained to me; the 5-25 rule. A person who enters your business and does not become a customer typically is only inside for 5 minutes before exiting. A paying customer spends an average of 25 minutes in your business before leaving. How are you creating a shopping environment where a customer is inspired to stay for 25 minutes or more?
First impressions count
If your place of business does not say “shop here” after entering, you don’t have a good chance to get past the 5 minute window shopper. This holds true not only for a clothing shop but for any storefront or business. A post on Hubspot further explained the relationship between b2b and retail sales.The first line of defense in creating that inviting atmosphere is to physically welcome the customer in. I can’t say enough how imperative it is to greet your visiting guests!
Fitting room service
I describe fitting room service here because as mentioned earlier, the bulk of my experience is in soft goods. When I owned and operated a bridal shop, I always knew that the sale was not made on the showroom floor, but in the fitting room. If I was unable to entice potential customers to try on a gown, there would be no subsequent sale.
My opportunity for a sale arose once I entered a fitting room and placed a gown on a bride. Fitting room service is almost more important than the initial greeting. Sure, I got them to feel comfortable in my store, but were they ready to commit?
Commit to the customer
What I am best at is forging a trusting relationship with a customer in which she allows me to style her. Once inside the fitting room, I do not simply leave her to her own devices. There still may not be a sale if I am not committed to satisfying her needs or wants. By now, at least 20 minutes have gone by and I am well on my way to converting her into a customer.
What methods do you use in converting customers? I would love to hear your thoughts as to what has worked in the past or present.