Whether you're selling a new car or a meal, you'll get the "just looking" response from shoppers. They usually are more interested than they let on, but when they say "just looking" they hope you'll go away or that they won't have to interact with you. They're not so much browsing the department as breezing through it. This IDDBA research study looked at why people buy but, more importantly, looked at "why they don't buy." What were the barriers to purchase and what could we do to change their mind? In short, how could we convert "lookers" to "buyers?"
The majority of shoppers pass through the deli and bakery because they're curious. We discovered that most of these shoppers didn't make the decision to stroll through the department until AFTER they entered the store. Their reasons for adding a "look-see" to their route included checking to see if anything was new, eye-catching displays, themed merchandising, creative signs with highly-readable fonts, and visual appeal for the whole department (including cleanliness, lighting, and ambiance). Seeing the department through the customer's eyes gives you a better understanding of how to target their needs, tastes, and interests. The study highlights tactics and strategies to convert bystanders to purchase participants. Your customers are looking for a reason to buy, so give them one – or ten!
Datassential - 2012