Growing phenomenon, showrooming, which consists of looking at a product in a store and then buying it on the Internet, worries the traders. However, the store is not dead. Out of 100 visitors to a retail site, 72 go to the store, the FullSix Group observes the ROPO2 Observatory . And 77% of the French say they can not do without the traditional purchase in store, according to an Ifop poll. Here are tips to follow to attract customers.
Recruiting Expert Vendors
“There is a very significant increase in the number of stores and stores in the United States, where the staff and their individual skills are highlighted,” said Mike Hadjadj , marketing and communications director of Generix Group. At Lululemon Athletica, a brand that sells products for yoga, all sellers practice high-level discipline and post their resume that also mentions their interests. Yet “most traders often hire people who are not qualified for this job, or do not provide adequate training,” says Josh Leibowitz , consultant at McKinsey.
“While on the Internet, a specific object is being sought, the store must initiate a” shopping “behavior, explains Cédric Ducrocq, chairman of the Dia-Mart consulting group, in other words, to arouse envy. “Ikea store, which we are accustomed to say is difficult to get out without buying something,” notes Cédric Ducrocq. “So far, the French were not terrible on this issue, “he said, but efforts are underway.In his new concept of boutique” Heritage “, the shoemaker André presents his shoes in squares such as works of art , in a design and purified environment.
Making the Internet an ally
Rather than ruminating against the competition of Internet, traders must also put themselves on the page, advises Catherine Barba , in his book “The store is not dead”. And not worth making complicated. “Before you think of interactive kiosks, touch screens or giant screens, maybe just start by offering Wi-Fi,” she recommends. A strategy long understood by Starbucks or McDonald’s. Other services much sought after by customers: the possibility to remove items purchased on the Internet (the “click and collect”). Almost all the high-tech brands (Darty, Boulanger, Fnac …) have already started.
Make purchasing easier and faster
Nothing more annoying than having to wait 20 minutes before a packed box to pay a beast T-shirt. At Go, “express purchases” allow the customer to pay directly for the goods when they withdraw from the store. In some Apple Store, Sephora or Darty, sellers are equipped with shelves that allow the collection of items; the sales receipts are then sent by e-mail. Six Carrefour hypermarkets have adopted a single queue, in order to streamline the passage through the cash register.
Fostering the human relationship
“This may sound a bit naive, but the first thing that signboard managers tell me about to revalue the visit in store is to have nice and friendly sellers,” says Cédric Ducrocq. In the jargon, it is called “the customer experience”: the smile, the helpfulness, the good mood are so many small attentions which contribute to make want to return. “Amazon is perhaps very effective, but in no case is it nice,” smiled Cédric Ducrocq. “Reenchanting” the customer experience also reduces the importance of the price factor.
Develop service and events
“The customer is no longer just in store to make a purchase,” says Frank Rosenthal, expert in trade marketing, who advises to develop ancillary activities. Model to follow, do-it-yourself stores, such as Leroy Merlin which offers workshops “tile laying” or “apply a paint effect”. Sephora offers free make-up classes. One can also imagine initiations in tennis at Decathlon, coffee tasting workshops at Nespresso or projections of documentary films by travel agencies.
Developing its geolocation on the Internet
The basic rule: fill in the Google listing of your business to display all the information related to your shop on the search engine. Mappy proposes even better to the merchants: to put on their address all the practical information on their establishment (promotions, availability of products …), as well as a 360 ° view of the interior of the shop. More than 20,000 “virtual” stores are already on site plans. “Some mobile applications can be visiting facilitators,” notes Frank Rosenthal. In the United States, Shopkick rewards a passer-by in “gift points” as soon as he enters the store. “For the moment, the impact remains anecdotal,” tempers Cédric Ducrocq.
Set up in a large shopping mall
Shopping center attendance decreased by 1.7% in 2013, according to the National Council of Shopping Centers (CNCC). Not all of them are housed in the same name. “The peripheral centers with only a hyper and its shopping mall suffer,” confirms Cédric Ducrocq “whereas the very large malls with a wide offer and a pleasant architecture are doing well.” As a result, the trend is towards the opening of high-end shopping centers, such as Aéroville, inaugurated in October 2013 near Roissy, or the Beaugrenelle center in Paris, with its luxurious design. Another trend that could land from the United States: retailtainment, which combines shopping and entertainment. Some centers have become square amusement parks or giant aquariums.