Customer-centric apparel retailers understand the evolving dynamics of the retail landscape and adopt strategies to convert shoppers into loyal customers while prioritizing a satisfactory in-store experience. Unlike traditional approaches that solely aimed at finalizing quick sales, modern retailers recognize the importance of long-term relationships and the value of knowledgeable staff.

When customers enter a store without a clear purchase intention, customer-centric retailers refrain from making assumptions and ensure their staff is well-informed to assist customers in decision-making. Recognizing that approximately 40% of consumers are open to persuasion, these retailers provide guidance and reassurance to help customers make informed decisions.

One key aspect for customer-oriented retailers is investing in the right frontline force. While some argue that high-value sales staff is costly, the payoff in customer satisfaction and increased sales is considered a worthwhile investment. Sales, viewed as an art, boils down to open communication, understanding customer needs, effective product display, and timely closing of the sale. However, a survey highlights that 86% of sales associates struggle to close sales at the opportune moment.

To address this, retailers emphasize the importance of frontline staff who not only enjoy the selling process but also possess the necessary attributes for effective sales. Proper selection, training, and adequate rewards are crucial for building a competent sales team. Studies in apparel stores indicate that providing extra sales assistance during specific hours can significantly boost sales.

Moreover, maintaining personal hygiene and a professional appearance is essential for frontline staff, considering their direct interaction with merchandise and customers. Customer-centric retailers understand that the success of their business lies not only in making immediate sales but also in cultivating enduring relationships with customers.

Improved In-store experience:


Visual merchandising does have a strong effect on the customer's mind set. They make their buying decisions based on the visual displays in the store. Manipulating the ways consumers examine the things also make a difference. Paying attention to customer behavior is very valuable, and gives good payback to the retailer.

Apparel retail stores providing a fitting room is found to increase the sales by 37% higher. Jones New York, a sportswear retailer has incorporated Microsoft tag technology into the retail experience. These tags provide unique videos which shoppers can download into their mobiles while they shop. They also get quotes of inspirational women, and style tips from the Jones New York Style Guy. These techniques enhance the customer's shopping experience on the floor, and those which will not be available while shopping online.


Fostering Goodwill:


Brands also need to foster goodwill of their customers so as to retain them, especially during tough times. Notable brands such as Westside, Adidas, Levi's, and Spencer's Retail have managed to keep their customer base intact only because of their goodwill, their customers had for the brand. Goodwill delivers immediate value, preference, and personal significance of the brand among the customers.

The best-in-class apparel retailers are always prepared to deliver what the customers want, and even beyond that. Retailers should know to smartly capitalize on the changing attitudes of the customers through their creative thoughts. It might cost them a little, but brings forth goodwill, and ultimately resulting in the long term relationship with the customers.


References:


  1. Hand2handsolutions.in
  2. Textileglobal.com
  3. Apparelmag.com