Three Steps To Help Customers Spend
Another spring arrives with national brand TV ads reminding America to get out in the garden, but also brings thousands of new items on the shelf or bench. We are not making it easier for customers to spend!
Consumers are eager yet hesitant to start gardening. Excited to feel the sun, share little discoveries with their loved ones and drool over their first homegrown tomato. But hesitant about the shopping process and memories of last year’s failure to launch.
Many customers this month may not have been garden shopping since last Memorial Day! Meanwhile, they’ve found even more ways to use their “spare” time. Gardening is now up against binge-watching the latest Netflix release. Shoppers are faced with “ConSKUsion,” more products to consider in less time. The world has changed since 2006: has the retail journey in your store (or on your website)?
So as 85 million households invade garden retail stores and/or websites, put yourself in their muckboots and walk through their expectations in your store.
They may be looking for a few “destination” items (tomatoes or weed killer) but are prepared to buy a lot more (and stay longer) if the experience is fun, easy and time-effective. In the next 10 weeks your customers want:
1. Simplicity when they shop
2. Emotional Value as they buy
3. Success when they use it at home
How simple is it to find those destination items and understand all the verbiage? “Fear of Failure” is constantly cited as a reason for low spending, even in high-earning households.
How much emotional value is there in the sales message? Does the team or the merchandising connect the dots during the shopping process? If customers imagine their dog on a safe, weed-free lawn or the “cool” comments they’d get about their succulent planter, they are much more likely to justify the value and make the purchase.
What are the chances of success with the product – be honest!? People in the industry tend to forget how hard it can be to keep living things alive (I hear the same disbelief from a “techy” when I have a problem with my smartphone….) But failure this year means even less spent next year by those customers.
So, use these three basic concepts: simplicity, value and success to critique your store this spring and tell me how you scored.
Tune back in for the next subject coming up in the spring blog series: “Simplicity is the Word.”
Photo Credit: Ian Baldwin, taken at a should-not-be-named retailer