If you have a retail storefront, do you have a solid idea what business you lose to big online retailers vs. the business you can depend on? What sales do you lose to big box retail? Perhaps the bigger question is this: Are you selling what your clients want and need? Does your merchandising support those needs?
Let’s backtrack a bit. Yesterday was a “honey-do day”. A retail experience or two is often required to complete the day’s achievements and “level up” to good husband for the weekend. For me, retail shopping is more like a marksmanship thing than a grazing-like activity. I prefer to get in, get what I need and get out with a minimum of time and friction.
Sell what they need to finish the job
My first stop was at a big retailer that specializes in stuff you might buy on a honey-do trip. I picked up a corner shelf for the bathroom in a section of the store where shelves of this nature (free-standing or otherwise) are plentiful. The one I selected is intended for hanging.
Despite selling a plentiful amount of “hang this to use it” items across many departments, the store had none of the hardware needed to hang something – not for the item I bought or any other. However, they had what seemed like hundreds of (often ridiculous) “As seen on TV” items that prompted me to wonder who would pay for warehouse space for such things. But I digress.
I asked one of the people in the store if they had hanging hardware. They didn’t.
Why would you sell stuff that hangs without selling stuff used to hang those things? Because you aren’t thinking like a customer.
Thinking like a customer
When a shopper ventures out into retail, we tend to have one of two missions: “browse” or “complete task”. I think it’s best to serve clients on both missions. In the latter mode, we humans are often forgetful people. We multi-task. The phone rings. We leave our list at home. We’re imperfect at times.
Smart merchandisers can cure some of that.
When you go into a beer store, they have beer. They also have ice, coolers, bottle openers, snacks and other things you may need, or may have forgotten before leaving the house for a day at the lake. Sure, they are there to increase sales, but they are also there to save your trip by triggering any remaining “Oops, forgot to get ice” thoughts before they become expensive. It’s annoying to get out in the middle of the lake or settled in camp two hours back in the woods on a dirt road, only to find you forgot the ice. They understand that your needs extend beyond beer.
When you go into a fly fishing store, you can buy flies. For an expert who has what they need, a fly fishing store has local flies. For the noob who doesn’t have what they need (or the expert who forgot something), a fly fishing store has local flies, and just about any other fly fishing related item you need. They understand that your needs extend beyond flies.
Smart merchandising is good for you and your customers
At some of the best merchandised stores, you’ll find the mission completion items you need right there in the aisle with the item that took you to that aisle. These simple, thoughtful (and yes, sales-increasing) acts of merchandising save shoppers time and steps. They allow shoppers to avoid the time needed to dig around elsewhere in the store for an item. Even better, they may remind your customers to get the (in my case) hardware to hang an item so that they don’t drive all the way home only to realize they need to return to town to get the pieces and parts to finish the job.
Are these things incredibly obvious? Certainly. Obvious or not, does every store do so? No.
Be one of the stores that does.
Don’t have a retail location? Your online store’s shoppers have the same challenges. They forget the ice, or the cables, or the hanging hardware, and other little things needed to complete their mission.
It’s OK to be focused on being the best at selling the item your customers need – but don’t let them forget the ice.