The first thing I'd do is ask myself if I'm doing anything to drive customer to the web:
1. Do I have the right inventory, full-assortment in shoppers sizes, etc...
2. Are customers buying them as a gift and wanting to ship to someone else (in which case I'd offer gift wrap and shipping from my store).
3. Do customers want to use alternative payment methods available online (paypal, billmelater, etc...).
4. Is there something about my shopping experience that is unpleasant and is driving customers away?
Assuming it really is simply price and not some other flaw with my in-store experience, then I'd offer shoppers a reason to pay my higher prices:
1. Maybe offer a return guaranty "As a locally owned business specializing in the needs of dancers, we are so confident that our expert selection and fitment advice, if you un-happy with any dance footware purchase, we'll take them back no questions asked." I just gave them a reason to buy in my store ("they are a local business, I like that", "I can return the shoes here, that would be a pain online", "hey, these guys are expert").
2. Instead of charging for trials, I'd give away an even better trial for free. Shoppers expect to be able to try on shoes in a store, so doing so doesn't trigger any indebtedness on the part of the shopper. But if I can add more perceived value to the try-on and then give it away for free, I'll trigger the "reciprocation" instinct in the shopper. So, maybe add a floor mat, use a pressure sensor or video camera to watch the customer do a short routine in the shoes, etc... make sure every customer tries on three different shoes with different benefits, ... and promote it as "Expert Dance Footware Fitment, (a $60 value) FREE this month.
3. Add a frequent shopper program, give customers an incentive to be loyal.
If I'm too lazy/stubborn to do anything to be better than online, and I'm going to just give-up, instead of charging for try-ons, I'd simply promote on-line price match:
"Not only do we carry the best products, offer expert advice, and in-store fitmet, but we match the price of any legitimate online retailer. You can own your shoes right now!" I don't like this because I'm making the purchase about price, but it certainly will solve SIBO (Shop instore buy online) better than charging to try on shoes will.
93% of all purchases are made in-store. Even if you're getting some SIBO it's not the majority of your customers. Online stores only sell product to 1%-5% of their visitors, you should be converting 25%-50% of your traffic. When you put up a customer unfriendly sign "$20 to try shoes in our store" that sign is read (and it will have a negative influence) on ALL your shoppers not just the minority of SIBO shoppers.
Jason aka Retailgeek
@retailgeek on twitter
http://retailgeek.com
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Here's one way to fight the browse in-store, buy online trend
… just not a very good way. Downright terrible, in fact.
Consumerist got a tip on a specialty dancewear and shoe store that is sick and tired of people coming in, trying on shoes, and then leaving to purchase them online. So how is this retailer fighting back? By charging a $20 fee for trying on shoes and not buying them.
And if the commenters in that thread are to be believed, this is a phenomenon that evidently isn't uncommon in dancewear stores. (Enthusiastic non-dancer here, not able to offer perspective on that one.)
This is obviously a bad idea, from just about every imaginable angle. It creates ill will. It makes the store management look like jerks. And it calls attention to the fact that the same shoes are available online, for less.
So let's put the question to you: How would you solve this problem, if you're this small retailer? What would you do differently?
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