Window shopping is usually seen as a completely passive activity that’s more a hobby than anything else. But for a thrifty retail sales associate, it represents a stellar opportunity to get curious shoppers interested in your brand, and better yet, leave your store with a purchase in hand.
After all, window shopping is an easy entry into your store, and it’s the first look many may need to make an impression that lasts. So what does it take to turn casual browsers into repeat buyers? Let’s find out.
The pros and cons of window shopping at luxury retailers
People like to window shop for several reasons, whether it’s to get an idea of items they may want to purchase in the future, scout out for gift ideas for an upcoming holiday, or simply to kill time in between errands.
But a lot of retailers see their presence as nothing more than a waste of time and space, given they aren’t in your store to make a purchase.
In reality, window shoppers present both opportunities and challenges retailers should be aware of:
Pros of window shoppers
- Increased foot traffic: The right window display can convince potential buyers to come into the store, which offers more opportunities for engagement. Plus, a full store with heavy foot traffic—even from non-buyers—is always a good look.
- Brand awareness: Even if they’re planning to buy with you today, if browsers see something they like, they can take note of it and come back later—if you gave them a good experience.
- Building desire: A compulsive shopper who already knows about your brand will feel a stronger pull to buy something when they see it displayed in person.
Cons of window shoppers
- Missed sales opportunities: Window shoppers are more challenging for your sales team to engage on a personal level if they insist they’re just browsing.
- Questionable or hard-to-determine interest: Success thrives on good data. The number of people who pause to look at your window display or drop in to browse doesn’t always equal actual buyer interest.
- Inefficient use of staff or resources: Since browsing may not turn into sales, and it's challenging to interact with folks outside the shop, the resources spent on attracting them may not get a sufficient return from a financial standpoint.
This returns us to the titular question: Are window shoppers really a total loss for luxury retailers? In general, the answer is an unequivocal no! While there are challenges to overcome and potential hiccups when it comes to collecting data, it’s more often an opportunity rather than a roadblock.
Turning browsers into buyers: Strategies that build brand loyalty
Catching interest is one thing. Keeping it is another. The quest to turn a casual window shopper into a loyal brand fan and repeat buyer takes ongoing effort. Having products they admire is never enough. How do you transform curiosity into commitment?
It involves creating a memorable experience that resonates with the shopper’s desires, making them feel valued and understood. It's all about building that relationship, but it starts with one or more of the strategies below.
The power of an engaging window display that creates curiosity
The arrangement of products, signage, and display elements in the window or wherever shoppers see your brand offerings is the first point of contact for them. If you don’t make the right first impression, you may lose them before you have a chance to communicate. There are two main goals: spark curiosity and encourage further contact with the brand.
Product choice matters. Pick trendy or popular items, new and surprising options, or ones aligned with the season or holiday. Use signs to augment the feeling of the showcase and gently inform about sales or special events. Create a mood and elicit emotions.
QR codes and other tech-based engagement
People often browse with their smartphone in their hand. Make it easy for them to get more information about your brand, special offers, and the products displayed to them. Scannable QR codes make it simple and allow you to collect that all-important data about what they like and catch their interest.
They can do anything from point a shopper to your social media page, redirect to a product demo video, or list similar items that pair well with what they’re looking at. The more interactive you make your window display, the more engagement you can create.
Offer personalized in-store experiences
This is a great way to turn their casual interest into a deeper connection with your brand. Start by training staff to engage with window shoppers in a way that feels welcoming, not pushy. A warm greeting, offering insights into featured products, or sharing the story behind a particular collection can create a personalized experience that draws them into the store.
Tailor the conversation to their preferences or interests without overwhelming them. This shows that you value their curiosity and are ready to offer a luxury shopping experience at their pace. It helps if they can identify the difference between real interest and window shopping casually. As long as they're not pushy, offering a more direct and personalized connection can't hurt.
Transform interest into true brand loyalty
Establishing a true connection between customer and the brand is the ultimate long-term goal of any retail business. While initial curiosity or a single product connection may get them through the door, it is all the relationship-building activities that happen afterward that will keep them on your side.
But be patient. This transformation happens long after the shopper leaves your store, visits your website, or engages with your sales team. They may make a single purchase that first day if you impress them enough, but they will not achieve true loyalty without multiple interactions.
Conclusion
While window shoppers may seem like missed opportunities, by following the tips in this article, your sales associates will be well trained to turn these casual onlookers into brand-loyal buyers. But this doesn’t happen overnight. With Clientbook sales assistant software, retail sales associates can easily capture window shopper’s contact information and set a follow-up plan in motion to earn their business.
If you’re ready to see what Clientbook can do to turn your window shoppers into repeat buyers, book a demo today.
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