21 signs a brick and mortar fashion experience is meh.
There’s a big push for fashion retailers to evaluate their current business and make necessary changes to evolve as shopper expectations increase.
It’s also important to keep in mind the difference between a shopper and a consumer. This way retailers are able to clearly define which audience they’re appealing to, and identify what’s causing a ‘meh’ reaction and improve it. For a detailed understanding on the difference, read this Forbes article.
To briefly explain, a consumer approaches a purchase from a purely transactional perspective - they have a need, know where to get it and decisions are based on price and convenience.
Shoppers are open to discovering something new and unexpected. They might be looking for products that embellish or enhance their lifestyle. Or seeking inspiration and a memorable experience along with the purchase journey.
For shoppers, value comes in a variety of forms such as: product samples, styling tips, friendly conversation, loyalty promotions, interesting e-newsletters, relevant blog content, invitations to exclusive in-store events, an authentic human connection to name a few.
Making just a few small changes consistently will make a lasting impact, portray relevance and create a memorable shopping experience.
This time of year is a great to conduct a physical retail store audit. Casually ask some shoppers what they like and don’t like, and start to make updates before the next holiday period is upon us.
21 signs a brick and mortar fashion experience is meh:
Shoppers first impression is an uninspiring shop window with zero strategy or theme
The store doesn’t look or feel different to other fashion retailers
There’s no music playing or it’s a generic playlist with ads
Shoppers aren’t acknowledged by retail staff when they enter
The space is missing a signature scent
No plants or flowers to uplift the interior
Floor stock hasn’t been steam ironed
Too many racks and tables for shoppers to comfortably walk around the store
There’s no obvious pattern or flow to arranging stock
In-store visual merchandising doesn’t represent current trends and styles
Sale stock looks untidy and hasn’t been changed
There’s visible dust on decor and shelving
Lack of furniture for people to sit & wait comfortably
Marketing collateral & signage misses the mark with communicating to the shopper
Fitting rooms are messy with unflattering lighting
The counter is cluttered with clothes and hangers
Retail staff seem disinterested with engaging shoppers
POS & inventory system is clunky and stock count is unreliable
A shopper loyalty program hasn’t been implemented
No social media account for shopper’s to connect with
Non existent after purchase engagement strategy.
So, if reading this list, a few or all points are being checked as 'need to address' - that’s fantastic. There’s something that can be fixed, changed or added, to turn an ordinary fashion experience into something beautiful.