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At Retail: Looking Good, Buying More
Oscar Wilde phrased it beautifully in "The Picture of Dorian Gray." He wrote, "It is only shallow people who do not judge by appearances." Right or wrong, most people judge others by how they look — from what they weigh to what they're wearing.
People judge themselves on appearance as well. When a woman who's shopping looks at herself in the mirror, if she likes what she sees, she'll buy.
Mirror, Mirror, on the Wall
It's a kind of "Mirror, mirror, on the wall, Who's the fairest one of all?" If a woman thinks she is, she'll back up that feeling with her dollars. So the obvious place to make women look good is the dressing room.
A recent study by Envision Retail Ltd. of 8,000 shoppers quoted in the Wall Street Journal, found that 67 per cent of customers who try on items actually buy them. Only 10 per cent of customers make a purchase that they haven't tried. That's why stores from specialty retailer Ann Taylor to department store chain Macy's, have begun to make these spaces more attractive to customers.
How a Store Looks Reflects on Sales
Curtains that close, doors that lock, and better lighting all make shoppers look better and reflect well on a retail outlet. Because it isn't only a woman's appearance that makes a difference in what gets bought and what gets left. The appearance of the shop is very important as well.
Savvy store owners pay a lot of attention to the front window as an entrance to the business, but extending that attention to the way the front of the store looks, from the sidewalk to the sign, will pay dividends as well.
Inside, shoppers are interested in the merchandise mix, but they also check out the convenience of the layout before they check out.
The Powder Room
Oh, yes, then there's the powder room. It's a good idea to make sure that it looks like a place for ladies, or shoppers will take a powder. If it's not clean, you can probably kiss that customer goodbye. Ditto if it's blocked with cartons or other paraphernalia.
Shopping, as smart retailers know, goes beyond liking a store in the physical sense. When people like what they see, like smiles on the faces of employees, they'll buy more as well.
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