Learning what motivates your customers to buy could change your mind about everything from what you carry to how you arrange it on the sales floor. It can be nearly impossible to determine what someone is thinking and what might motivate them just by watching their body language. People can give signals, but you just don’t know what is going on in there.
So, the key is to be “prepared” for whatever it is that might push them to make a purchase. That doesn’t mean that you need to carry every type of product that there is, but it does mean that you can consider certain categories when ordering inventory and arranging your sales floor. Use these ideas and apply them to your situation whenever appropriate and you could see your sales begin to soar.
People generally buy what they need and these types of purchases are rarely emotionally motivated. Make sure that the entrance to your retail space has at least one display that would satisfy someone looking to fulfill a basic need. For instance, if it’s summer, make sure you have a display of tank tops and shorts where people can easily see them when they pass by. Mannequins are great for grabbing attention and displaying something that might seem “boring” upon first glance, like solid colored t-shirts, in a way that makes them seem versatile and interesting.
Beyond just our basic needs, we are generally looking for some type of quality for a good price. Make sure that your basic needs section has a price or promotional deal clearly displayed. You might choose to include a quick description on the sign that helps ensure the customer that, although cheap, this is not junk. “100% Cotton” is sufficient to give people warm fuzzy feelings inside about a t-shirt.
Another section at your store front should be aimed at satisfying those shoppers looking for rare or unique items. People tend to decide to buy more quickly if they think that they will not be able to find an item like this again. Use a clothing rack or display to show some of your more unique items. Brands that aren’t found everywhere could be used in this instance. Collectibles or a highly sought after gift at Christmas products can either be displayed here, or you can have a sign directing people towards the display counter that says something like, “We Carry Hot Chili Brand Sunglasses”.
Figure out what your customers are looking for and then make sure that yourclothing racks and display tables are aimed at fulfilling these needs. Getting them into the store is the first step. From there, let your displays and your retail design lead the way.
About the Author: John Garvey is on the staff of Only Garment Racks, a leading online source of clothing racks including garment racks. Find a high quality clothing rack or garment rack at http://www.onlygarmentracks.com.