You get customers in the store, and now studies are saying you should leave them alone. I’ve been on both sides of this equation, and navigating consumer engagement at retail can be tricky. One wrong move and you can lose the sale.
Carol Esmark shares the findings from six years of studying the relationship between shoppers and retail employees in mass merchandise stores with Harvard Business Review. Her findings suggest it’s all about making shoppers feel in control of their privacy.
Simple solutions that have been tested to increase consumer privacy:
- Making shopping baskets available throughout the store.
- Placing a “push for help” button in every aisle.
- Putting high-theft items in a vending machine rather than having them locked up.
- Embarrassing items should be merchandised in an aisle rather than as an endcap.
- Self-checkouts increase privacy for shoppers.
- Customizing shopping strips.
As the fight to keep consumers coming into brick-and-mortar stores increases, making those experiences satisfying is crucial. Mastering the art of engagement is the combination of art and science.
Read the full article in the Harvard Business Review.