A retail store and its customers are linked to each other in a special way that goes a long way in defining the success and reputation of the store. Some shoppers do not expect much from stores; they simply expect the merchandise they want to be made available to them as and when they need it. On the other hand, a vast majority of shoppers want more from the stores they visit; these shoppers demand not only for the goods they need to be available, they insist on good service and a pleasant shopping environment.
For these shoppers, the store's service and environment often influence the amount of time they spend in the store, which in turn determines the overall performance of the store. The longer a shopper stays in a store, the more likely he is to buy something. One may wonder as to what makes a shopper, who decides to kill a few minutes in a retail store, walk out Rs1,000 lighter but still feeling elated than ever before? Its something that may be explained by various factors but, surely, the look and feel of a store are the major aspects; they are directly related to the aspirations of a customer. It's a desirable look and feel that pampers the shoppers and, thereby, motivating them to buy .So, the big question arises : What do they desire in terms of the look and feel of a store ? What do the shoppers want?
Based on my my recent studies a visual merchandiser, here are a few things that shoppers usually look out for :-
Where's the Feeling
Shoppers love to touch and feel things. At times, the buying decision largely depends on the way a thing feels. This especially applies in case of women . As we come across a product, we tend to feel the product in every way possible, including touching, hearing, smelling and tasting. Shoppers see stores as places where they get a chance to feel what they want to buy ; it acts like an assurance factor that motivates the buying decision.
Look at me
Shoppers love mirrors simply for the reason that we all like to stop and admire our own images. Mirrors tend to slow shoppers down and look at things more closely ,thereby, resulting in a larger selection of goods to buy. Shoppers can be found complimenting their reflections with a "hey, smarty!" or a "look at me !" gesture . Shoppers love to try out things in front of the mirror, twisting from side to side to view different angles. For them, mirrors are like their shopping companions.
Eureka
Shopping makes people feel young and lively. It brings about a feeling of sheer satisfaction of discovery : exploring and finding something new. And a shopping mall is a place where this urge to discover finds a vent . Finding something new is an exciting part of shopping. All shoppers rejoice when they find what have been searching for; especially if the product has a rare availability. Shoppers, no doubt, love to be guided towards such joyful discoveries.
Look Who's Talking
Shoppers just love to talk. A conducive environment for talking is one of the great motivating factors for shopping, not just window shopping, but actual buying. And if it's further complemented by some "easy listening" music playing in the background ,it's a shopper's bliss . The more they get to talk the more time they want to be in the store. So, stores need to ensure a minimum possible interference in shopper talking.
Here I Am
Shoppers possess an irresistible desire to be recognized and showed that they are of value and it is this innate desire that just can't be ignored. Retailers do themselves good by making the customers feel welcome as soon as they pull into the parking . Recognition gives shoppers a feeling of belonging, thereby, resulting in loyalty ; shoppers return with a “Here I am!”.
Sale! Sale! Sale!
More than anything , what shoppers want is a good deal. It is certainly no wonder that store becomes most happening whenever a sale or discount is announced. Discount and special offers pull shoppers to a store like nothing else. It's a fact that the fastest moving merchandise is from the clearance racks. Some shoppers will postpone purchasing an item until it goes on sale or presented with a smart offer that's simply irresistible .
Thus, we can say that shoppers want certain things that make them feel special and that's what they really are.We need to know, to understand, what shoppers want ,so as to meet up to their expectations.
