5 ways to 'Science the s*** out of' your fitting room
Tim Manning
?? FREE audit of your on-stage presentation ?? | Working with speakers and presenters to deliver amazing stage presentations | Making engaging events | Freelance Event Director and Producer | Eventia Gold winner
How many retailers really, truly understand the fitting room? Seems like most would say yeh, of course.
At Swarm we asked this question to a straw poll of retailers. Most described walls and door, mirrors, handles and nobs.
How many retail designers truly understand the fitting room? Again, seems like most would say yes, of course.
At Swarm we asked the question to a straw poll of retail designers. Most described number and location, colour and physical characteristics.
It was the second question that was the eye opener 'why'? Swarm found that most decisions were made by ritual summarised as 'this is what we have always done -/+ a room or two'.
For Swarm and our clients the fitting room is a tool to be used with a surgeons precision. Match characteristics to your customer persona and you have a weapon, and I mean weapon, to:
- 3x the average basket
- 2x the likelihood of a sale
- 5x the social media shares from real people in-store
- 10x the amount of meaningful data
- 3x your positive customer feedback
How can retailers fail to use one of the key attributes of a physical store correctly? The answer is ritual and routine. We have clients who are guilty of not questioning the day to day. To ask why, why, why and continue to do so until the answer is boiled out of the ritual and routine?
We work to combine real world observation and questioning, turn that into meaningful data. If you dont use Swarm to help, please do it for yourself. In a retail world built on slim margin's and a fear of Amazon you owe it to yourself to maximise every in-store touch point.
To maximise your fitting room you need to:
- combine form and function,
- analyse the number of rooms based on science not space allocation
- position rooms to increase sales metrics
- examine the psychology of the customer, includes pre-store and post store feelings and emotions
- combine the best-fit technology
Re-engineer these elements into a fused solution, building a space that will move your customers to act: buy, share, join. Make the reformatted journey:
- joined up with physical digital
- Join the fitting room to other store touch points
.... and you will taking the first formative steps to your own store of the future.