I previously wrote a post entitled How Do You Catch a Possible Customer's Eye discussing a simple device one business owner uses to get passers-by to stop and look in his store window. Part two of this piece will discuss how another business owner figured out a simple way (actually, two ways) to keep customers in her store longer and with less stress.
VMV Hypoallergenics sells skincare products and provides facial and skin services. It has a large online presence, more than 15 stores, and various other retail outlets worldwide. Its products are some of the best in the industry designed specifically for people with mild to severe skin issues and backed by clinical studies.
However, I focus today on something I observed at its only US store, located at 868 Broadway in Manhattan. Beside the product displays and facial rooms, I noticed two unobtrusive and interesting features: a chalkboard/felt board and a putting green. What purpose do you think these items serve?
I inquired of Laura Verallo de Bertotto, one of the owners, and she explained with a smile that customers with children are usually tense, harried, and distracted. The chalkboard and felt board give young ones something to do and, more importantly, "buy" some precious time for her customers to browse, inquire, and purchase. Similarly, the putting green buys time for customers shopping with their male counterparts.
Laura was inspired by a book entitled Why We Buy: The Science Of Shopping by Paco Underhill. The book suggests that lingerie stores (as an example) should have male-oriented lounge chairs and large TVs showing sports, to keep the men entertained while their ladies could shop in peace.
What item can you use in your business to give your customers (and their companions) a better, longer, and more relaxed purchasing experience?
Matthew Weiss is an admitted business learning junkie. He reads only business books and magazines (well almost only) and attends dozens of business workshops, keynotes and panel discussions each year. In this blog, he provides quality, take-home value from "all of the above" and shares his personal thoughts and experiences. Weiss is a New York traffic lawyer and sole owner of Weiss & Associates, PC, a boutique law firm specializing in vehicle and traffic matters throughout New York State. He is also the former Global Learning Chair for the Entrepreneurs' Organization. He can be reached at email@example.com.
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