Understand why your client’s customers don’t buy: Understanding why customers don’t buy is one of the most critical things that you need to learn to help a retail client improve their conversion rates. Poor merchandising, out of stock products, unable to find sales help, long lines and more can cause customers not to buy. There are reasons why customers visit a store and don’t make any purchases, and that is something both you and your client need to understand. Recommend that store managers spend time observing customers in their stores. Their behaviors should be carefully followed. Customers should be watched as they move through the shop. That will help management identify some actions that can be taken to convert more store visitors into paying customers.
Staff should be aligned to traffic instead of transactions: This is a simple step that many retailers overlook. Even during the best of times, it can be tricky to schedule staff properly. When staff resources are aligned to when prospective customers are in the store, it can help to maximize the chances of converting more of these visitors into buyers. Particular attention should be paid to lunch time. Store traffic may increase significantly, but staff lunch breaks may drag the store’s conversion rates down. Associates need to eat, but at the same time, it is paramount to serve customers. A retail store can help to increase their conversions by matching staff schedules with traffic timing and volume.
Search for conversion leaks and get the holes plugged: Conversion rates and traffic volume have a tendency to be inversely measured. In other words, when there are high amounts of traffic, conversion rates have a tendency to sag or go down. When there are low traffic levels, conversion rates have a tendency to increase. It isn’t difficult to understand why this occurs. When a store is very busy, it is harder to get assistance from an associate and lines are longer. When a store isn’t very busy, the opposite is true. So to help your client improve their conversion rate, look at a store’s conversion effectiveness and traffic patterns by the hour and day of the week to discover when conversion rates are lagging – those delays represent those times when sales are lost.
Let’s say you have a Chicago store: It is critical for clients to have objectives and goals to improve their results. If their stores do not have conversion goals, you need to help your client set them. Keep in mind that since each store is unique, there need to be different conversion goals established for each store. One store hitting a 15% conversion rate target might be doing quite well, while another store might be under-performing with a 30% conversion rate. Conversion rates should continue to be adjusted according to how the store performs.
Get everyone involved in the conversion process: A collective effort is needed from all staff to convert prospects into buyers. Stress with your client that everybody in the store plays an important role, from merchandisers to sales associates and cashiers. Conversion isn’t just a business metric. Instead, it is a primary measure of how well the entire store is helping to encourage visitors to buy. One good way of contributing to improving conversions is to make sure all staff has a good understanding of what conversion is and that everyone helps to influence it. Staff should be asked why they think individuals don’t buy and what steps can be taken to the store to improve its conversion rate. Encourage your client to share their results with their staff, get them to buy-in and discuss their targets. If the team gets excited about increasing conversion rates, it will help to improve the chances of achieving the objectives significantly.
Prospects visit retail stores every day with the intention of making purchases but often leave without buying anything. If you can help a store capture even a couple more of those lost sales, it can significantly impact the store’s overall sales results. It isn’t difficult to improve in-store conversions, but attention and focus are needed. Use the suggestions above to help your clients enhance theirs in-store conversion rates.