Path Intelligence Describes the Top In-Store No-No’s
(PRWEB UK) 3 July 2013 -- Retail measurement experts Path Intelligence have extensive experience helping brick and mortar establishments maximise foot traffic and boost their appeal. While it can be tricky understanding what consumers want, there are some small yet crucial factors which are guaranteed to have store visitors heading out the door rather than making a buy.
Path Intelligence explains the top pet peeves which are sure to turn off would-be customers:
Loud Music
While nice music at an appropriate volume can induce buying appeal, music that is turned too loud or simply annoying will merely irritate shoppers.
Untidy Dressing Rooms
A neat store is the first step in creating a professional impression, and this includes dressing rooms. Path Intelligence advises store owners to ensure that staff takes care to prevent discarded hangers and tags plus messy wracks and empty packaging from this area.
Weak Lighting
Good ambience and clear lighting has been proven to induce an inviting effect on consumers. Any burned out light bulbs should be replaced immediately so that there is ample illumination throughout the shop – this is particularly important for those with poor eyesight or the elderly. Another tip, suggests Path Intelligence, is to have spotlights strategically highlighting key displays of stock.
Tricky Aisles
Comfort when shopping is key – consumers will not be encouraged to browse extensively if the aisles are congested and cramped. Adequate store design is important, as well as making sure that staff keep walkways free of merchandise.
Lack of Shopping Baskets
If there is a shortage of shopping baskets and trolleys, customers will not be tempted to make bigger purchases, even if they want to. This simple fact is often overlooked by stores, warns Path Intelligence.
Handwritten Signs
Although it might seem like an insignificant issue, surveys have shown that shoppers dislike handwritten signs – in this era of widely available technology, there is no excuse for displaying this type of signage since it is harder to read and indicates an amateur approach.
Chaotic Checkout Counters
Path Intelligence advises that a major customer turn-off is arriving at checkout counters which are cramped and untidy – retailers should be mindful that this final point of contact is their last chance to entice customers back and motivate them to tell their friends and family about their positive experience. Chaotic checkouts also encourage theft, so they should be kept tidy at all times.
VP of Sales & Marketing at Path Intelligence, Cyrus Gilbert-Rolfe, concluded: “The top consumer peeves we have pointed out might seem small and obvious, but from experience we have seen many retailers lose out on sales because these issues have fallen through the net. As the saying goes – the devil is in the details. From start to finish, any shop needs to be vigilant about ensuring consumers receive an excellent impression.”
Cyrus Gilbert-Rolfe, Path Intelligence, http://www.pathintelligence.com/, 02392 388442, [email protected]
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