How Can Retailers Influence The Buying Behaviour Of Their Customers
It is possible to get 70-80% of shoppers who enter your store to buy?
Other retailers are achieving that, so why not you?
But what do you need to do to achieve that?
On Christmas Eve, I went to Apple store in Stratford, London to seek help for my iPhone.
I explained to the store assistant at the entrance that my phone was not syncing with iTunes.
He directed me to a queue for those without appointment.
I was the fourth person on the queue. The first three people ahead of me were assisted by a store assistant who I noticed checked their phones or iPads then advised them to wait for further assistant.
While he was dealing with the person before me, another store assistant came to me and ask if he could be of help.
I explained to him what my issue was and added I was advised by the store on Oxford Street to take my computer along in order make the process easier.
He immediately responded that there was no appointment left for that day, I needed to return the following Tuesday.
I said to him ‘mate you have not even checked my phone, it could be an issue with simple settings’. He repeated that there was no appointment left for the day.
I told him I was told the queue was for people without appointment and I had noticed his colleague telling people to wait even though they had no appointment.
He repeated his line that they did not have appointments left besides, they do not support PC.
‘Gee mate, I am not asking you to check my Microsoft Office, iTunes is an Apple software that happens to be installed on a PC. Are you telling me that everyone who use iTunes has a Mac?’
I knew he clearly did not want to assist me. It was two hours before closing time on a Christmas Eve, he was trying to have the least people in the store as possible. I told him I wanted to speak to a manager.
He informed me that he was a manager. And I said to him, ‘how did you become a manager in an Apple store with that sort of attitude. You clearly do not want to assist me’.
So I told him if he did not assist me, I was going to lodge a complaint with Apple HQ because he was tarnishing the Apple brand.
He called me bluff and asked if I wanted him to put me on the line with Apple.
‘Yes, please’ I said, ‘can you do that for me’?
He asked me to take a seat.
I complied and patiently sat waiting.
When he realised I was not flinching, he came to me and said an appointment had been cancelled, therefore he was prepared to fit me in.
I thanked him, went for my appointment and the issue was solved.
The technician told me to switch on my PC, she looked at my iTunes and told me to update it to a newer version, which seemed to solve the issue.
Why Did I Tell You This Story?
This week, the trouble of the retail industry will once more be in the spotlight as retailers update the market after what is considered a woeful Christmas sales despite the stamped of ‘Black Friday’.
UKs’ biggest clothing retailer Marks & Spencer and the big four supermarkets lead pack of retailers in line to reveal slump in sales for the last quarter.
Meanwhile, department store John Lewis and entertainment retailer Richer Sounds maintain their upward trajectory increasing sales year after year.
What is it that John Lewis and Richer Sounds are doing right that many other retailers are doing wrong?
The detail answer to this question is in a ‘How to Increase Retail Sales Swipe File’ recently published, I will show you how to obtain that later.
I have asked two questions if you are following:
The answer to these questions is the phrase: Free Prize Inside.
In his book ‘Free Prize Inside, the sequel to Purple Cow’, Author Seth Godin wrote: “As marketers, our instinct is to believe that we have to make a product or service that flies faster, jumps higher, costs less, works infinitely better and is generally off the charts at doing what the product is supposed to do. We get our minds around one performance metric and decide that the one and only way we can be remarkable is to knock that metric out of the park. So, hammers have to hammer harder, speakers have to speak louder and cars have to accelerate faster.
Nonsense. This is a distraction from the reality of how humanity chooses, when they have a choice.
We almost never buy the item we buy because it excels at a certain announced metric. Almost no one drives the fastest car or chooses the most efficient credit card. No, we buy a story”.
What the store assistant in Apple did not understand is, for £100 I could buy a Samsung phone that has similar functionality to an iPhone.
I paid £600 for the iPhone not because of the functionality, I paid to become a part of the Apple tribe.
This means when I go into an Apple store, I expect to be treated like a fellow tribe member.
I paid for the free prize of Apple membership.
This is what the majority of retailers do not understand which is why the brick and mortar retail sector is struggling.
Everything that is sold in a retail store, can be bought online for a quarter of the price it is sold for in retail stores.
The reason people go into retail stores is not to buy the crappy made in China stuff, but to buy the experience of buying the stuff.
The reason John Lewis and Richer Sounds are making the kill recession or not, they understand this simple but pregnant fact.
They infuse their in-store service with free prize because they understand what people are buying from them is not the products but the stories.
In the ‘How to Increase Retail Sales Swipe File’ I walk you step by step through the process of how they do it.
How Can Retailers Influence The Buying Behaviour Of Their Customers
UKs’ big four supermarkets are being hammered by German duo Aldi and Lidl who are gulping their lunch for fun.
They have been having one crisis meeting after the other to wrestle back the initiative from the Germans who are increasing their market share at an astonishing rate.
The most brilliant ideas they have been able to come up with so far is: price war. That’s the most brilliant strategy of the top supermarkets in the UK.
Firstly, price war is the dumbest strategy any business engage in, it’s simply a recipe for disaster.
Secondly, no business can ever be cheaper than the internet.
The problem with the big four supermarkets is, they do not know their customers. They think that people only go to Aldi and Lidl because they are cheap.
No, that’s absolutely wrong.
Aldi and Lidl are eating the lunch of the big four because of the free prize inside their stores.
They understand their customers better than the big four. They know what their customers want and they give it to them.
In the ‘How to Increase Retail Sales Swipe File’ I outline a step by step process for understanding your customer in order to influence their buying behaviour.
If you will like to gain instant access to this FREE but valuable resource every retailer MUST have, please click on this link now: http://romeorichards.com/leadgenerationfunnel/
John Lewis, Richer Sounds, Aldi and Lidl are not influencing the buying behaviour of their customers by luck.
They understand that there are specific actions a retailer can take to influence the behaviour of its customers. It is those specific actions they are taking that is making them successful recession be damn.
You can apply similar strategies to your retail store starting today. Click on the link now to start influencing the behaviour of your customers and increase your store sales and profit now: http://romeorichards.com/leadgenerationfunnel/