Many retailers are struggling with a new challenge since the rise of ecommerce–convincing window shoppers to enter their stores. Fortunately, there are a number of approaches retailers can use to convert window shoppers into buyers.
In this article, we explore how you can make your stores more inviting to window shoppers.
Tips for converting window shoppers into buyers
Here are six tips to remember to get more window shoppers inside your stores to increase footfall:
1. Don’t undervalue window shoppers
Many CX leaders mistakenly think window shoppers just want to have a nose at their products but have no intention of entering their stores. Evidently, some window shoppers won’t be interested in buying a product.
However, the fact that they’re looking at your window displays in the first place speaks volumes.
Ultimately, if window shoppers were completely uninterested in your brand, they wouldn’t look at your window displays in the first place.
If a shopper is looking at your window displays, it’s generally because they’re:
- Contemplating buying something from you
- Trying to learn more about a product or service before they make a decision
- Weighing up if they want to buy from you or a competitor
- Fanning over a product that they want to buy in the future
Still think that window shoppers aren’t interested in buying?
When you factor in online window shoppers to the equation, they’re much closer to buying products than you think. Whether they proactively searched for your brand or made a search query that led them to it, digital window shoppers are usually quite low funnel prospects.
2. Showcase your best products
If your business-as-usual seasonal window displays are becoming less effective year-on-year, why not showcase your most appealing products?
You should also consider increasing the number of products on displays (although be sure not to overdo it).
We’ve seen many retailers invest in shoppable window displays by making their products easily available to buy online.
Louis Vuitton has mastered the art of creating unique, bold and interesting shop window displays that make customers want to come in-store and explore.
3. Get micro-conversions
While it’s always great to get macro-conversions like a customer buying an item right off the bat, this isn’t always the first step. That’s why it’s important not to forget the power of the micro-conversion.
A micro-conversion could be anything from a customer watching a video about your brand to registering for your newsletter.
If you can get customers to micro-convert, your foot’s already in the door. You’re one step closer to getting that micro-conversion.
4. Don’t go straight to selling
Retail is becoming less transactional, which means your shop windows need to be less “sell, sell, sell!” than they were before. This doesn’t mean you can’t showcase products (far from it).
Rather, you just need to be mindful that hard selling is becoming less effective. Focus on what window shoppers gain from looking at your shop windows. Are your displays entertaining or informative? Do customers get an insight into your brand value?
The more value you give to customers, the more likely they are to walk in-store or click onto your website.
5. Don’t be afraid to get creative
The same ideas won’t get the same level of engagement year on year. If you’re recycling displays, they’ll quickly lose their novelty.
To keep things fresh, try new things and test new ideas. The bolder, the better.
6. Serve customers from the sidewalk
Why make customers go inside to engage with your brand? From putting signs outside your stores to positioning an associate on the sidewalk with free samples and tasters, you can easily increase visibility.
With Qudini by Verint’s Curbside Pickup Software, you can showcase your promise to deliver great customer service from the sidewalk. Customers arriving at a store to collect an online order can easily and efficiently be served using our Click and Collect Check-In Software. Customers don’t even have to set foot inside the store–the store team receives an alert the moment they arrive at the store. A member of staff is notified and will then bring their order out to them.
Why Don’t Window Shoppers Convert?
Baymard Institute recently found that nearly 70% of online shoppers abandon their cart. That’s a huge number.
The question is, how do you reduce this number and encourage more window shoppers to convert?
Here are the most common reasons I’ve seen that prospective shoppers aren’t completing transactions:
- Pricing: The greatest factor affecting your window shopper conversion rate is, and likely will always be, pricing. How much your goods cost determines how many consumers enter your stores. If you want to generate more foot traffic, try using discounts to grow your curb appeal.
- Brand reputation: After pricing, how reputable your brand is also has a significant effect on your sales. If your brand has recently been hit with some negative press, chances are it’s deterred some customers from visiting your stores.
- Delivery: Specifically for the online window shopper, how quickly you can deliver their good matters. Likewise, how much delivery costs is also an important factor. If you can’t meet Amazon’s same-day or one-day delivery guarantee, consider offering free delivery to keep the window shopper’s attention.
- Time: These days everyone is time poor. If customers have to fill out reams of pages to enter their payment information, they’ll probably bounce halfway through a transaction. Solution? Many retailers are using quick checkout features from companies like PayPal.
Connect with Qudini by Verint
Want to find more ways to convert window shoppers into buyers?
At Qudini by Verint, we’re experts in driving customers to stores. Get in touch today to learn how our Retail Choreography Solutions can help you to increase your market share.
