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.