As with any public-facing activity, getting passersby to enter your shop or restaurant is obviously one of your top priorities.
But it's not always that simple.
How many times have you seen a passerby approach your business and then move away?
You are most likely using one or more techniques to attract passersby, for example: a captivating window display, a witty message written on a chalkboard or the delicious smell of freshly brewed coffee.
But once they're inside, how do you keep them from leaving without buying anything after taking a look around?
These tips will help you turn passersby into customers.
1. Let customers try the products before making their purchase.
Do you remember the last time you went to the ice cream shop?
At your entrance, you probably thought you were only indulging in a tiny cone, just to get rid of the urge. Then you tried the new double chocolate and almond flavor. And without even realizing it you were already ordering the large cone from two flavors. We have a lot to learn from this story.
An irresistible taste is a great way to: encourage customers to buy more products receive opinions on a new product
Juice bars and tea shops often use this trick. With a minimum investment and effort, you can get the opinion of customers and convince them to buy the product they just tried.
2. Understanding customer movements
If you have recently opened your business, during the first few weeks keep an eye on the path that customers take within your establishment. The arrangement of space and products within your business may seem logical, but you can only verify this by observing the way in which customers interact there.
If they can't find what they're looking for, they certainly won't buy it.
And don't be afraid to ask customers for their opinion on the layout of the room and the products on display. If received in the first few days, customer suggestions can help you understand how to create a relaxing and inviting environment.
3. Use word of mouth
Often the bars, to increase the number of patrons, offer their customers an incentive system that rewards the recommendation to other people. These types of loyalty programs are gaining momentum, and they work best when benefits are offered to both referrer and follower. A similar tactic can also be used in the retail and beauty salon sector.
How many times have you tried on a dress that doesn't fit you, but that would be perfect for a friend or family member?
You can use social media, a loyalty card, or a combination of both to allow you to recommend clothing to friends and family.
4. Try the Feel, Felt, Found method
This is a classic sales technique, in which the customer is encouraged to see the purchase of a product that they initially considered too expensive in a different way. Instead of focusing on the price, the idea is to show empathy and allow the customer to understand the benefits and true value they can derive from the product. Start by saying, "I understand exactly how you feel." Show empathy and that you are listening to the customer, for example the experience of others who had a similar reaction at first. This will allow the customer to understand that they are not alone in feeling this way and that things can change, so tell the customer how that person realized they found what they were looking for when they made the purchase: comfort , durability, ease of use, etc.
For example:
“This is not the first time that I have heard this when it comes to these shoes. At first I also thought they cost too much. But then a lot of people told me they last a long time. One of my clients has had the same pair for four years, and if you look at the soles it looks like he just bought the shoes ”.
5. Stock up on the best-selling products
While there aren't four sizes of a garment on the shelves, it's important to have a stock of the best-selling products and that customers know that other sizes are available if required. Even a simple sign in the shop stating that other sizes are available in stock is enough.
And with some excuse, when a product is out of stock, you can get a customer's email address and notify them when the product is back in stock.
6. Offer expert assistance
If you sell products such as clothing or gifts that are not unique, consider your venue as an exhibition. Consumers have grown accustomed to visiting brick-and-mortar stores to get more information about a product before comparing prices online. While many see it as an unfair advantage for online retailers, it gives you the opportunity to take on the role of a trusted expert.
If you're selling a niche product, people who come to your store are likely to be well informed. And there is nothing more professional than a retailer who can list all his products and the benefits of similar products. As consumers, we like to hear from someone more knowledgeable than us. It also helps us overcome or confirm any doubts we have about a product. But this is only possible in physical stores.
If you can prove you're an expert and add value to the people who visit your store, you increase the likelihood that they will decide to make their purchase there rather than online.
7. Create a special offer on Facebook
Facebook special offers are a great way to attract potential customers. People can easily access your offer from the Offer bookmark and view it on their phone at the checkout. To make the process quicker and easier, you can enable a barcode or QR code to be scanned at checkout. Also, when your promotion is about to expire, Facebook sends a reminder to those who reported their interest.
8. Optimize the area around the chest
What could attract customers and push them to make an impulsive purchase when they are at the checkout? Some examples: takeaway cookies from a coffee shop, waterproof suede protection spray at a shoe store, and an eye-catching scarf at a clothing store. If even 20% of your customers add an item to their purchase, the benefits will be visible in the balance sheet at the end of the year.
Think of complementary items to your best-selling products and try to solve a problem. Placing lens cleaning liquid at the checkout counter of a sunglass store caters to those who want to keep their new purchase clean and shiny for as long as possible.
9. Offer electronic receipts
At the time of making the payment, you can offer your customers an electronic receipt which will be sent by email. In this way, not only will customers avoid filling up with paper receipts, which will inevitably be thrown away, but it is also easier and more practical to archive digital receipts. And the advantage for you will be that you will have access to your customers' email address and you can use it to inform them of discounts and promotions. It's an opportunity to extend and build a relationship with that customer outside of your shop, bar, or restaurant. The best way to avoid errors in the email address is to have the customer write it directly using a tablet.
Why not add an incentive and offer membership to a loyalty card?
These are just a few tips to encourage customers to shop at your store and not at the competition. If there are any tactics you've used successfully that you want to share, we'd love to hear them.