For nearly 30 years, The Creative Engine has been helping the high street’s biggest brands get closer to their customers. For the first time, the team has distilled its experience into five tips that will drive sales and keep your customers happy.
1. Use original product demos
Is that large-screen TV too big for your lounge? Will this sofa seat your whole family? We’ve all asked ourselves questions like this when standing in a store.
To help, John Lewis developed a sensor-driven table that could detect fabric swatches and models of its furnishings. When you put the different items on the table, they are combined on a screen to demonstrate how they look in a real room. The customer is reassured and more likely to make a purchase.
If you’re selling a car, you need something more intimate. Dealerships frequently have to limit the number of vehicles they can show for space reasons, but a system we’re developing uses a virtual reality headset, putting the customer behind the wheel of every model in a manufacturer’s range.
2. Build confidence through interaction
We’ve worked with a major high street name to fit its display of cameras with sensors, which trigger information screens when one of the cameras is lifted.
The screens run demos tailored to each model, explaining who might use it, how to get the most out of it and where it sits in the manufacturer’s range, encouraging them to look at the additional camera solutions available – cross-selling and upselling .
Called ‘Lift & Learn’, this brings the information-rich online shopping experience into the store, with the benefit of hands-on interaction that the internet simply can’t match.
3. Ask the right questions
Finding out as much as you can about your shopper’s needs sits at the heart of good service. That’s why we champion the idea of product selectors: interactive screens through which the customer can find their ideal product by answering three or four questions.
Product selectors can guide the customer to specific locations in store, and once the shopper knows they can quickly and easily find what they need, they’ll come back time and time again.
Selectors are also ripe for seasonal tweaking to highlight goods that appeal at certain times of the year, or to point to specific promotions.
It’s easy to position these screens close to the items themselves, but there’s no reason they can’t be put in a store’s cafe or nearby coffee franchise, so customers can shop while they sip.
4. Use beacons to make shopping easier
By deploying low-power wireless hubs, called beacons, you can send offers directly to shoppers’ phones as they walk past your store – and track them once they step inside.
Use a beacon to watch where they linger and you can dispatch an assistant to help explain a range of nearby products, have backstage staff get an order the shopper’s come to collect, or let them leave the store without paying and have the goods billed to a card on their account.
It’s all about convenience – for you, your suppliers, and most of all, your customers. Our R&D lab has been working on beacons for a while and we’ll have something ready to install soon.
5. Get and use customer feedback
Even if your customers trust your staff, they’re likely to pay more attention to what their fellow shoppers think. Unbiased customer testimonials are more trusted than sales patter and can be used in countless locations, so encourage them wherever possible.
Embrace the good and the bad. Keep in mind that dealing with bad feedback helps you address address any shortcomings and reassures reassure new purchasers that by choosing something else, they are making the right choice.
We have many more tips we’d love to share with you. Call us on 01483 799 200 or email [email protected] and let’s discuss how we can build a better relationship with your customers.