While at a tradeshow in Las Vegas, I was on a mission to traverse the seemingly endless aisles of slot machines and gaming tables to try and find places to shop.
Las Vegas has a solid mix of shops that range from high-end to low-end and everything in-between. For this reason, I thought it would be great to treat myself and see how brands separate themselves from their competition.
Now, while I admit that I’m not a brand expert, I do know the more common, high-end brand names. While passing by their stores I noticed that they all appeared to have a couple of things in common. They all provided their shoppers with a personalized experience and their store floor was clean, concise and had very little physical product.
Personalized Shopping Experience
In my opinion, all-too-often the in-store experience has taken a back-row seat to the rise of mobile and e-commerce — with many retailers focusing on figuring out their strategies for these newer channels. I’ve noticed that sales people are often out-numbered by customers at a minimum of 2 to 1. However, this ratio can become very skewed in busy stores to a point where it’s next to impossible to find any help at all.
Having in-store options to imitate the role of a sales person is a must in today’s brick-and-mortar retail stores. Providing customers the option to utilize in-store tablets and/or touch screens helps to educate them while also allowing them to tailor their own experience within your store.
Clean, Concise Store Floor
The tablets and/or touch screens can also perform a second function: cleaning up the in-store experience by removing excess clutter created by product displays. The high end shops in Vegas all did a phenomenal job of limiting physical product on the show floor. This not only highlighted specific, top-selling products, but the open layout was very welcoming.
While both of these concepts may not be new, from the stores I've visited across North America, it would appear many need to step up the urgency when it comes to adopting these features. Even starting with a small capital investment can shift your in-store experience into the upper echelon of the retail environment. The most important thing is to start somewhere, test what works, and progress from there. Your customers (and their hard earned-money) will thank you for it.
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