What’s wrong with this picture?
What’s the first thing you do when deciding which lamp to buy?
YOU TURN THEM ON.
None of the lamps are on in the photo above – because none of them have power. A quick glance at the shelf left the impression that no power was available at that location, though it’s possible that a breaker was blown or a power strip turned off.
The reason for the lack of power really doesn’t matter. The important thing is that you can’t turn them on.
Would you buy a lamp that you could not turn on? Maybe.
But would you be more likely to buy a lamp that you COULD turn on? Probably so, and you’d also be more likely to get the lamp you really wanted or needed.
Build a picture in their mind
Look at the photo again. Lamps are scattered in every direction and they are sitting on a narrow metal shelf.
When you look at lamps on a metal shelf like this, it isn’t in the normal environment for a lamp. Result: It’s hard to visualize them on your desk. As a result, it’s more difficult to choose just the right lamp. You might just leave and buy nothing. Probably not what the store wants you to do.
What if the unboxed lamps were on a desk (maybe even two per desk if the number of desks is limited), with a computer and other items you’d normally find there.
Ideally, that desk would have a chair and you could sit down, get comfortable like you do at your desk. You could move the adjustable lamps up, down and around to decide whether a particular model would work for you.
In other words, provide a buying environment that mimics the natural habitat for a desk lamp.
Imagine how easy it would be to create this setup in a store with office furniture and different sized computer monitors…just like this one has.
The difference between your store and theirs
It’s unlikely that you’d find this “lamp on a desk” scenario in a national box store getting plan-o-grams from the corporate office, but it’s exactly what a local store could (and should) do.
Even a box store could do this if the management is trained to think like a customer and allowed to do whatever it took to make it easy to buy.
Give your customers the opportunity to see your products in a place that makes it easy for them to buy. In the case of a lamp, seeing that item in their home or office is easier with a desk.
Make it easy for your customers to make the right choice and take home the thing they really want and need.
Make it easy to buy.