Traditional shops have always been major trading centers. And today, most buyers still prefer to make their purchases in them.
Shops and network companies constantly have to adapt to the changing moods of their customers. One of the most successful solutions is to unite under one roof the maximum number of a wide variety of goods and services. But such a strategy cannot guarantee 100% success.
MegaCount decided to study the problem in more detail and turned to the customers themselves for help. The venue for the meeting with the survey participants was selected several key retail markets. The main objective of this campaign was to determine what the choice of a product depends on.
As it turned out, half of the buyers come to shopping centers for certain goods, and the entire selection process is carried out via the Internet. This means that the buyer does not pay attention to other goods exhibited. But any trading platform, whether it is a small boutique or a large sales center, is vitally interested in increasing commodity circulation, because their very existence depends on it. An important role in this case is played by random sales. But their share in the turnover is constantly decreasing and it is no longer necessary to rely on the buyer to purchase previously unplanned goods.
How, then, do trading companies survive? Not finding the right product, the client will simply go to competitors who, in his opinion, will be able to provide better service. It will be very difficult to regain confidence in your brand. So companies have to look for new approaches to the heart of the consumer.
According to theory there are three types of buyersor rather, three types of customer behavior.
1. Researcher
Its psychological feature is that he always knows what exactly he needs and where exactly it can be foundbecause planning is his main hobby. Usually such people prefer to use the services of Internet delivery. Only a long wait for delivery can make him come to the store. Such a client does not require a consultant, since he has long studied all the possible characteristics of the product. The proportion of such customers among the total number of customers is not so small - 45%.
To keep 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 come again.
How to please such a buyer? Everything is pretty simple. Convenient and clear layout will remove all problems. Such a client must make his own choice. In many ways, the choice of your brand will depend on the timely information presented on the portal and the professional work of warehouse employees.
2. The tester
This group includes 41% of buyers. Tactile sensations are very important for such people, which means that they must hold the product in their hands, consider it from all sides. If this is clothing, then it must be tried on. If the technique, then it must be tested. This client has a vague idea of the product and prefers to determine the choice on the spot. In this case, the role of consultants is significant, which can influence the final decision. Sometimes representatives of this group prefer to conduct all the “research” on their own. And the main task of the company representative is to give them such an opportunity.
3. The Picker
This group of buyers is of most interest to retailers. According to the data received by MegaCount, it is representatives of this group who make the largest number of spontaneous purchases. Most often, they order goods over the Internet, and already getting it on hand, find something else of value to them. The task facing the seller is quite simple. And is to serve the customer as quickly as possible. In this case, he will have time for a more careful study of the remaining assortment of goods offered.
As a result, even knowing well the characteristics of the representatives of each group, most 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 time of purchase. An important place in the activities of retailers should be occupied by the study of the results of statistical studies, and by conducting social campaigns. Only on the basis of the information received, it is possible to organize a full-fledged work to attract a buyer. Significantly facilitate this process can visitors counters provided by MegaCount, which allow to carry out such work more efficiently.
