What a Difference The Fitting Room Can Make

The below statistics (from Marge Laney with Alert Technologies) explain why we monitor whether customers are invited to use the fitting rooms and if they are assisted while in there.

  • Shoppers who use the fitting rooms are 71% more likely to purchase than those who simply browse the sales floor.
  • Those who use the fitting rooms purchase twice the amount that the browsers do and they return less.
  • If a customer is assisted in the fitting room, then they will buy twice the amount compared with the unassisted.

The effects of being assisted in a fitting room became very evident to me this week!  A few months ago I had tried on a top in stylish womenswear store.  At the time, the sales assistant had given me around three outfits to try on.  Both she and her colleague had shown particular enthusiasm for one particular blue and black sheer blouse.  At the time I had left the store thinking, “I HAVE to get this top.”

During the sales, this top was reduced in price by 50%.  I returned to the store, convinced that I would purchase this top.  I tried on the top again to check my size.  This time I received no assistance. However when I tried on the top, it just didn’t seem to look that good anymore and so I decided not to purchase it.  The difference was that this time I didn’t have anyone next to me telling me how great the top was for me.  Also the first time I tried the top on, I was provided with a skirt, belt and heels to create a whole outfit.  The completion of the outfit by the sales assistants really showed the top off to its potential.

Finally I will mention another clever part of the service in this store.  Upon leaving the fitting room, the sales assistant will typically offer to accompany the customer with the chosen items to the cash desk.  In a way, they are being helpful and attentive.  However the main purpose behind this gesture is that it reduces the time that customers have to ponder over whether they really need the items. Small gestures can make a big difference to the customer’s buying decision!

Have you been convinced to purchase something in a fitting room?  Let me know in the comments below.

Your Personal Invitation

Experience Boutique Merry Christmas messageA few weeks ago I received an invitation to an event at a jewellery store. I sent several emails back and forth to someone called Elizabeth in order to book my place.  The confirmation email that I received was signed off, “Thanks, *store name*”.  My gut feeling when I received this email was one of disappointment.  The message that my subconscious picked up from this email was that I was not important enough to be addressed by an actual human being.  Even though it was a polite reply, the email was incredibly impersonal. It was as though the person writing the email was putting a barrier between herself and me by omitting to sign off with her own name.  I felt as though she wanted to avoid building a relationship with me and I was left with the nagging doubt over whether I was really going to be welcome at the event.

Since this happened, I have noticed this phenomenon everywhere.  I was in a bar for someone’s birthday.  The staff at the bar had left a birthday card on the table.  It was signed off with, “The *bar name* team.” To me, this seems highly impersonal and shows a lack of care for the customer whose birthday it was.  I think it would have made it a lot more special if they had signed it off with at least a few of the staff member’s names. It would have then read as follows: “Dear Mark, Happy Birthday, from John, Sarah, Ann, James and the rest of the *bar name* team.”

Often I see someone sign off as “so & so team,” and I know the “team” is just them.  Why don’t they just write their name? At least then it would create some sort of personal connection.

Have you experienced this?  Let me know what you think below.