Traditional stores have always been the main centers of trade. And to date, most buyers, still prefer to make their purchases in them.
Stores and network companies constantly have to adjust to the changing moods of their customers. One of the most successful solutions is the unification under the same roof of the maximum number of a wide variety of goods and services. But such a strategy can not guarantee 100% success.
MegaCount Company decided to study the problem in more detail and asked the buyers for help. A number of key retail markets were selected for the meeting with the survey participants. The main objective of this campaign was to determine what determines the choice of a particular product.
As it turned out, half of the buyers come to the shopping centers for a certain product, and the whole process of selection is carried out via the Internet. This means that the buyer does not pay attention to other exhibited goods. But any trading platform, be it a small boutique or a major sales center, is vitally interested in increasing the turnover, because it depends on their very existence. An important role in this case is played by random sales. But their share in the turnover is constantly decreasing and it is no longer necessary to expect the buyer to purchase previously not planned goods.
How can we survive the trade companies in this case? Not finding the right product, the client will simply go to the competitors, which in his opinion will be able to provide better service. It will be very difficult to restore trust to its brand. That's what companies need to look for new approaches to the heart of the consumer.
According to the theory, there are three types of buyers of , or more precisely, three types of customer behavior.
1. Researcher
His psychological feature is that he always knows exactly what he needs and where exactly it is possible to find , because planning is his main horse. Usually such people prefer to use Internet delivery services. Come to the store it can only force a long wait for delivery. Such a client does not need a consultant, since he has long studied all possible product characteristics. The share of such buyers among the total number of customers is not so small - 45%.
To keep such a visitor, it is necessary to minimize its loss of time and provide high-quality service. With this approach, you can be sure that he will remain satisfied with the purchase and will come again.
How can I please such a buyer? It's pretty simple. A convenient and understandable calculation will remove all problems. Such a client must make his choice himself. In many ways, the choice of your brand will depend on the timely information provided on the portal and the professional work of warehouse employees.
2. Tester
This group includes 41% of buyers. For such people, tactile sensations are very important, which means that they must hold the goods in their hands, consider it from all sides .If it's clothes, then you need to try it on. If the technique, then it must be necessarily tested. This customer has a vague idea of the product and prefers to be determined with a choice on the spot. In this case, the role of consultants is great, which can influence the final decision. Sometimes representatives of this group prefer to conduct all "studies" themselves. And the main task of the representative of the company is to give them such an opportunity.
3. The collector
This group of buyers is of most interest to retailers. According to the data received by MegaCount, it is the representatives of this group that make the largest number of spontaneous purchases. Most often they order goods via the Internet, and already getting it in their hands, find something else representing value for them. The task facing the seller is quite simple. And it is to serve the customer as quickly as possible. In this case, he will have time to study more carefully the rest of the range of products offered.
As a result, even knowing the characteristics of the representatives of each group, most retailers can not adjust to their "own" buyer. This despite the fact that, unlike online stores, they have the advantage of "live communication", which gives them the opportunity to influence the final choice of the goods. It is very important to start the process of communication until the moment of purchase. An important place in the activity of retailers should be the study of the results of statistical research, the conduct of social actions. Only on the basis of the information received can you organize a full-fledged work to attract a buyer. MegaCount allows visitors to considerably simplify this process, which makes it possible to carry out similar work more efficiently.
