Traditional shops have always been the main centers of trade. And today the majority of buyers still prefer to make their purchases in them.
Stores and chain companies constantly have to adjust to the changing moods of their customers. One of the most successful solutions is to unite the maximum number of the most diverse goods and services under one roof. But even such a strategy cannot guarantee 100% success.
MegaCount decided to study the problem in more detail and turned to the buyers themselves for help. Several key retail markets were selected as the meeting place with the survey participants. The main objective of this campaign was to determine what determines the choice of a particular product.
As it turned out, half of the buyers come to shopping centers for a certain product, and the entire selection process is carried out via the Internet. This means that the buyer does not pay attention to other items on display. But any trading platform, be it a small boutique or a large sales center, is vitally interested in increasing turnover, because their very existence depends on it. Accidental sales play an important role in this case. But their share in the turnover is constantly decreasing and it is no longer necessary to count on the fact that the buyer will purchase a previously unplanned product.
How can trading companies survive in this case? Not finding the right product, the client will simply go to competitors who, in his opinion, will be able to provide a better service. It will be very difficult to regain trust in your brand. So companies have to look for new approaches to the heart of the consumer.
According to the theory, there are three types of buyersor rather, three types of customer behavior.
1. Researcher
Its psychological peculiarity lies in the fact that he always knows what exactly he needs and where it can be found exactly, because planning is his main strong point. Usually such people prefer to use internet delivery services. Only a long wait for delivery can make him come to the store. Such a client does not need a consultant, since he has long studied all possible characteristics of the product. The share of such buyers among the total number of clients is not so small - 45%.
To retain such a visitor, it is necessary to minimize his loss of time and provide quality service. With this approach, you can be sure that he will be satisfied with the purchase and will come again.
How to please such a buyer? It's pretty simple. Convenient and understandable layout will remove all problems. Such a client must make his choice himself. To a large extent, the choice of your brand will depend on the timely information provided on the portal and the professional work of the warehouse employees.
2. Tester
This group includes 41% of buyers. For such people, tactile sensations are very important, which means that they must hold the product in their hands, examine it from all sides... If these are clothes, then they must be tried on. If the technique, then it must be tested. This client has a vague idea of the product and prefers to be determined on the spot.In this case, the role of consultants is great, which can influence the final decision. Sometimes members of this group prefer to conduct all the "research" on their own. And the main task of a company representative is to give them such an opportunity.
3. Picker
This group of shoppers is of greatest interest to retailers, and according to the data obtained by MegaCount, it is the representatives of this group that make the most spontaneous purchases. Most often, they order goods via the Internet, and already receiving it in their hands, find something else of value to them... The task facing the seller is quite simple and consists in serving the client as quickly as possible. In this case, he will have time for a more careful study of the rest of the range of products offered.
As a result, even knowing well the characteristics of the representatives of each group, the majority of retailers cannot adapt to their “own” customer. This is despite the fact that, unlike online stores, they have the advantage of "live communication", which gives them the opportunity to influence the final choice of goods. It is very important to start the communication process before the purchase. An important place in the activities of retailers should be occupied by the study of the results of statistical studies, and the conduct of social campaigns. Only on the basis of the information received, it is possible to organize a full-fledged work to attract a buyer. This process can be greatly facilitated by the visitor counters provided by MegaCount, which allow you to carry out such work more efficiently.