Today’s customers are savvy, knowledgeable, and well-versed in many, if not all, aspects of the wireless retail space. But it wasn’t always this way. Wireless consumers have experienced a steep knowledge curve, learning and adapting to a brand new and ever-changing landscape.
This has created an environment where access to information is literally at one’s fingertips at any moment. Further to this, paths to purchase have also changed. Consumers no longer need to go to a store to buy any of their goods. Recent studies have shown that 85% of consumers prefer to shop at physical stores. Let’s look at some reasons consumers continue to follow this behavior:
Customer interactions have never been more important than they are now. Though consumers can go online to find information, it’s not always clear if the information they’ve found is reliable. For this reason, they seek to find confirmation from an expert within a wireless store.
“90% of consumers are more likely to buy when helped by a knowledgeable associate.”
It’s important to ensure your sales associates’ product knowledge is sharp, as this aspect of a customer interaction can be a true differentiator and competitive advantage.
It may come as a surprise, but at the end of the day, consumers are visiting your stores to make a purchase. Okay, maybe that’s not much of a surprise, but the fact remains they don’t want to travel to a handful of stores to make their purchase, they only want to go to one. The way your customers end up getting their product is becoming increasingly more diverse. So, when we talk about product selection, it’s important to keep your top-selling phones and accessories in stock, but it’s not necessary to have everything on hand. Consumers are more willing than ever to purchase an item, ship it to their home, and leave your store empty handed. But it’s up to you to provide multiple options for your customers to complete a purchase.
Now that you have product experts and an expansive product selection, it’s time to create customer loyalty. Offering exclusive deals to customers who frequent your store will entice them to keep coming back whenever they’re in need of a product. In fact, it’ll probably keep them coming back even if they don’t need a product. How many times have you used (or heard) the phrase, “But it was on sale!!”?
For additional conversation on these points and a whole lot more, check out my source below.