First Impressions Don’t Give Second Chances

Total retail sales in the United States hit $3.6 trillion last year, with a full 85% of that figure reflected in purchases in retail stores. While that is reassuring for brands that have a strong presence on the sales floors of brick and mortar locations, it’s not the whole story. A new study from facilities management firm ServiceChannel highlights the immense importance of how a store looks to a shopper. The study identified some of the significant reasons why a shopper will leave a store.

• 64% of shoppers have left a store because of its physical appearance
• 69% of shoppers who have just one bad in-store experience are 80% less likely to return
• 84% of respondents said a store’s cleanliness is important to them, but only 18% of shoppers think retailers are getting this done

There is never a second chance to make a first impression, and this holds true for brands and in-store sales. You can’t enhance your brand’s image if customers see your new line strewn all over the shelves. Highly interactive is the #1 requirement for shoppers ages 18-35; these customers want to see, touch, and try on new colors and the latest styles. If there is no place for a customer to sit down and try on those new kicks, they’ll walk away. If a store doesn’t have enough variety in their stock, it’s a sales killer. 

To add insult to injury - retailers are cutting store associates in an effort to maintain margins. Forget cleanliness – a customer often can’t even find someone to check them out for your product they’ve decided to buy.

You can’t leave your sales to store associates who have ghosted you – that’s where ThirdChannel steps in. Alongside our field agent network, our merchandising module can help you determine –

• How many associates are actually on the floor, by store?
• Where are my products well displayed – and where are they not?
• How many total are on display vs. unique on display?
• Where is my product showcased in the store?

Leave the store associates behind and let us partner together – give us a call.