Have you
ever walked into a store and just fallen in love?
It's as if the store was created just
for you.
It smells heavenly.
The lighting is beautiful.
Each display is exquisite.
The products are calling you.
It's perfect.
Except...
it's out of your price range
But you enjoy the atmosphere of the
store
so much that you stay to browse.
You feel the fabrics.
Examine the fine stitching.
Feel the weight of the silverware in
your hand.
You imagine...
...what that table would look like in
your kitchen.
...what you'd look like in that
sweater.
...how the bbq would look on your deck.
You dream of the day...
when you'll be able to go home
with a table, sweater or bbq like
those.
For now, you're happy to take home just
a little piece of
the dream. A table cloth, scarf or bbq
accessories.
Shoppers want to take home the dream
Even if it's just a small taste of the
dream.
You can help your customers dream
There are three methods you can use to
help your customers dream:
1) Vignette displays
2) Varied price points
3) Visible pricing
1) Vignette displays
Vignette displays are small scenes. The
purpose of a vignette is to show shoppers how products work together.
This type of display works best with stores that sell furniture, home
décor or gifts and tableware. When you have furniture or
housewares, it is easy to create a scene that could be a part of
someone's home.
Set up a vignette in one section of the
store, or as a window display. Using furniture, linens and décor
items, create a scene that looks like a room in a house.
Vignettes can work for other stores too
Vignettes can be used in stores selling
clothing.
Pet supplies.
Books.
Tools.
All it takes is a little thinking. And
maybe a few props. A vignette doesn't have to spell out all the
details. It can just suggest a scene.
A clothing store could create a
vignette that suggests a bedroom at night. Hang clothes on hooks on a
wall. A chair nearby has a coat over the back, and a sweater folded
on the seat. A pair of shoes are lined up neatly next to the chair.
It looks like clothes laid out for the next day.
If you sell pet supplies instead, create a vignette to suggest an outing to
take the dog for a walk. Include a leash, treats, clothing and toys.
Vignettes don't have to be large
displays
A few books stacked on a table, with a
pair of reading glasses and a teacup are enough. The glasses and
teacup add personality to the display.
A magazine opened to an inviting page
demonstrating a building project can be transformed into a display.
Add a toolbelt and workgloves with a circular saw, a handful of
nails, hammer and some small scraps of lumber to suggest a building
project underway.
Vignettes like these are just one way
to help shoppers dream. That brings us to pricing.
2) Varied price points
How you price items in your vignettes
can attract or repel shoppers. To attract shoppers to dream about
your products, use a variety of price points.
High price
Large, key pieces in the vignette will
be the high priced items. These are the products that attract the
customer to the display. They are visible from a distance.
A home décor store would use
furniture, such as a table and chairs. A museum shop would use a beautiful
artwork. A clothing store might use a beautiful
coat, or a leather jacket. A hardware store could use expensive
tools.
The high price items command attention.
But a display that consists only of high ticket items will quickly
turn off many shoppers. They won't stick around if everything is
priced out of reach. Mixing some lower priced items into the display
keeps the attention of the aspirational shoppers.
Low - medium price
Fill in the vignette display with small
items affordable products. Lower prices don't mean lower quality.
Maintain the same high standards for quality and design in your lower
priced items.
Some customers may not be able to
afford the table and chairs, but perhaps they can afford the vase. Or
the wine glasses.
The museum shop would display high
quality art notecards, calendars or books. The clothing store would use a scarf. The hardware store could use copies of
Fine Woodworking magazine.
Customers want to take a piece of their
dream home with them. The high priced items are what they dream about
– the table and chairs, the artwork, the leather jacket. But they
can take a lower priced product home today. When they use that item,
they remember the dream. And savour it.
But, what good is affordable pricing if
shoppers can't see the price? That brings us to the third method for
helping your customers dream.
3) Visible pricing
Shoppers want to know the price of the
items on display. When prices are hard to find, shoppers turn away.
They assume that if products aren't priced visibly, the items must be
expensive.
To attract shoppers that will dream
about your big ticket items, and save up for them–you need to tell
them the price. Pricing the items clearly will let the customer know
that the products have a range of price points. They'll realize that
not all the items are out of their price range.
Create unobtrusive, but visible price
signs that complement the identity of the store. Use custom hangtags
attached with string. Or elegant tent cards. Or a price list in a
picture frame.
Why would you want shoppers who can't
afford to buy now?
These shoppers take up a lot of time.
They browse. Or buy one or two small items. They aren't the most
profitable. So why would you want to attract them
to your store?
Loyalty.
Not the kind of loyalty that is given
in exchange for earning points on a rewards card.
I mean real loyalty.
The kind that keeps customers coming
back, year after year.
These customers develop a relationship
with you and your store. Treat these aspirational shoppers well
when they buy just one item. Or come in just to browse and dream.
Where will do you think they will go to
splurge on a luxury for themselves when they land that new job? Or
get a promotion? Where do you think they'll shop when
they save up the money for that new sofa? Or a piece of art they've been eyeing
in your store?
Get customers to dream in your store
Get them to come back when they're
ready to make that dream come true.
Let's recap how you can help those
shoppers dream:
1) Vignette displays
Create small scenes in your displays to
show shoppers how products work together.
2) Varied price points
Within your vignettes, use a variety of
price points to attract a variety of
shoppers.
3) Visible pricing
Don't hide your prices. Make the
pricing visible, but attractive.
Get your shoppers to fall in love
Use these three steps together to woo
them.
Give them the store they dream about.
And keep them coming back for more.
