For over a decade as a Merchandising Specialist,
I had the privilege of working with retailers one-on-one to help them
strategize their advertising, create an attractive store environment, and
merchandise products effectively.
This came to mind while attending the recent Color Marketing
Group’s Fall International conference in Atlanta. I participated in a Trends
Workshop where we discussed an emerging consumer profile; a breed of shopper we
fondly labeled the “schizophrenic consumer.”
Maybe you have seen a few. It’s the consumer looking for a comfortable,
sensory-rich shopping experience that suits the “chic” side of her personality.
Yet at the same time, this Armani-clad shopper needs to satisfy the “bargain
basement” side of her persona. Today’s retailer must know how to cater to this
dual personality consumer IF you want to gain her trust and make the sale.
To pull this off, first consider the “shopping experience”
your store offers. Does it truly appeal to shoppers on as manysensorylevels as possible? Okay, stop laughing. You may
assume that it is beyond you, but take note: your competition may be taking that
suggestion quite seriously as they work to usurp your customers. Have you considered adding fresh flowers
near the entry, or maybe scented candles and potpourri? All of this will appeal
to your (mostly) female customers while giving your shop a touch of class.
Offering complimentary coffee is also a wonderful welcoming gesture.
Embrace those three modest suggestions and you can check off
sight, smell and taste from the sensory log. Now let’s turn to two other
senses: touch and hearing. The samples you pick for your showroom should
satisfy “touch”-from soft-handed carpets to high-gloss marble for the floor.
Watch your customer as she shops and you will see her running her fingers along
these sample surfaces. Remember her when you are deciding what gets displayed
in the showroom. Finally, let’s take what the consumer “hears” seriously for a
moment. She does not want to hear a litany of product features. Offer an honest
appraisal of how those features can benefit her (and consider adding soft
background music-maybe some soft jazz or other easy-on-the-ears music that
makes her feel at home). So, there you have a quick menu of suggestions to make
the shopping experience a sensory delight.
So now that you have addressed the sensory elements,
consider your consultative aptitude. A sure way to satisfy your customer is to
possess a good working knowledge of color, design trends and style savvy. Don’t
panic. It’s easier than you think, and you can set yourself apart from the
competition if you’re willing to do a little legwork. A casual chat with the
customer can help you ascertain her lifestyle, color and design mode
preferences. This is invaluable information. How can you possibly interpret her
needs if you haven’t asked any questions? You don’t need to interrogate her.
Just do a brief lifestyle survey to find out enough to guide her through the
selection process.
Okay, now that we have covered some of the broad strokes,
let’s have some fun and consider a few “What If…” scenarios that are likely to
transpire in your showroom:
WHAT IF…a customer comes in carrying a
cushion from her sofa – a print done in greens, burgundy and gold. She wants
you to find a carpet color that will harmonize.
ACTION:Any one of those three colors in
her fabric will work as a carpet color so ask if she has a preference. Say she
chooses green. The first thing you have to do is analyze the content of that
particular green. Show her the paint deck you keep handy. (And if you still don’t have a professional
paint company’s fan-deck in the store for reference-GET ONE!) Then, focus on
her particular shade of green and look at the “family” of similar or
complementary colors included on the strip. This is a wonderful way to analyze
color and makes you look like a real pro. Remember: greens can be yellow-based,
blue-based, or even gray-based. The paint deck will help you decipher exactly
what family of color her green belongs to. This works with any color, but be
sure you are looking at the color you are trying to match in daylight,
preferably, since colors can experience mutations under various light sources.
WHAT IF…the shopper enters pushing twins in a
baby stroller. She says she has twelve- year-old carpet in her home now that
looks terrible but she’s not sure if she should replace it with hard surface or
new carpet.
ACTION:Smile at the kids and go into
your friendly “interview” mode. Are these two little darlings the only children
she has, you ask. Does she entertain often? Does she prefer light or dark
colors? Once you verify that the twins are hers (well, she could be babysitting
them, right?) you have a key piece of information. They will be toddlers soon,
and there may be safety issues with hard surface flooring. Let her know that
carpet is not what it was twelve years ago. Stain resistant technologies,
tighter constructions, and a huge array of soft-handed designs are now
available. Bottom line, carpet is now engineered to perform better and look newer
longer. Equally important: she would have a soft surface underfoot for toddlers
learning to walk. A mix of hard to soft flooring might be just the ticket for
this customer: hard surface in entry and kitchen, counter-balanced by soft
surface in the rooms where most of their living takes place.
Do you see a theme emerging? You are gathering enough
information to interpret her needs before you start working product into the
conversation.
WHAT IF…A man wearing a very expensive
suit asks to look at some “upscale” carpet. In your interview process, you
learn he has three chocolate Labrador puppies and a two-year-old son at home.
ACTION:Here you have the classic
“Schizophrenic Customer.” Tastes and desires are exactly opposite of his needs.
An exotic wood floor in a hand-scraped finish would appeal to his classy
expectations, but perhaps a laminate wood might give him the look, but with
better performance features to stand up to the pets and antics of a toddler. If
you can reconcile the chasm between his wants and his needs, you will make the
sale.
WHAT IF…it’s a newlywed couple on a
tight budget who have just moved into a 1,200 square foot town home. They can’t
decide what to put on their floor. In your conversation with them they mention
that they plan to live in the present home for only two to three years before
moving to something nicer. By the way: they say they both love 100 percent wool
carpets.
ACTION:They may want a wool carpet, but
their budget does not agree. You gently nudge them toward a wonderful
delustered nylon that has the look of wool, but a price tag they can afford. In
addition, if they only plan to be in the home for a short while, why not wait
until they settle into a bigger place before investing in wool?
Remember: satisfying their needs (aestheticandfinancial) is the road to the sale. Understanding your
customer is critical if you want to be a “specifier” first and a salesperson
second. The difference? Specifiers are knowledgeable professionals who
understand the technology of the products, but more importantly, they match
those technology features to the specific needs of each customer. Salespeople are people who try and sell stuff.
WHAT IF…you looked closely at these
ideas, took an honest look at the “character” of your store and implemented
these suggestions?
ACTION:You would watch your sales-and
referrals-skyrocket beyond expectations.