jueves, 30 de mayo de 2013



In order to convert the traffic into your store into real sales, we like to analyze and propose some basic ideas.  Often, we do not know the exact situation of what is happening into our store and are confronted  with various questions like:

*Do we know the exact needs and buying motivations of our customers?
*Do we know, why our customers are coming back?
*What is the buying behavior of our major customers group?
*How many shoppers really buy in our store?
*What kind of peel of rate do we manage in our store. (or,... how many people passing our store and how many of those people are really walking in)?

By knowing above, we will be able to adapt ourself very quickly to the continuous needs and changes of our potential and or existing customers. Here are some ideas to convert the traffic into real sales.

*Know your consumer: It is very important that you understand your consumer (know you consumer profile) and adapt your offer to them.  As mentioned in previous posts...consumer building, through membership, club or loyalty cards, should be one of your priorities. They will allow you, to know everything about them (buying frequency, their needs, behavior, etc..) and concentrate your business on the most profitable ones.  Your complete store concept should be adapted to them.

*Catch their attention: In order to grab the attention of the crowd passing your store, it is important to be different.  To be creative. So keep your message short, clear and attractive. Your window shop should have something special, drawing the attention and motivate them to get into your store.  An effective visual merchandising is important. Just have a look, how some retailers, like Desigual, try to captivate their consumers.


*Create reason to return: It is important to change your store on frequent base, in order to maintain a interest of your customers. Give you consumers reasons to come back. Create a permanent changing 
retail environment, offering new products, ideas,....
One of the most success full retailers in creating above is definitely Zara.  They have been able to create
a permanent curiosity, excitement and fascination to enter in their store every week and get out with something bought.  As mentioned in my previous  post on the success of Zara, they have been able to build there whole system on above sensation....a reason to return and to buy.
By using the social media (Facebook, Twitter, Blog, etc...) and a real retail planning, you should be able, to transmit and captivate above consumers and create a permanent flow into your store.

As you can see, it is not complicated, to convert traffic into sales.  It all starts with maintaing and taking care of your existing clients. Try to motivate them to come back, using them, making publicity about your concept and store. They will bring more customers.  Don't forget, they are you major ambassadors.
So, try to convert traffic into shoppers, shoppers into customers and customers into your mayor publicity and repeated buyers. Take note, that it is much more complicated to captivate a new client than maintaining and keeping an existing client happy.

Good luck.

jueves, 16 de mayo de 2013



A Balanced Tenancy: A term used, mainly in shopping malls, especially when starting up and selecting the different shop concepts and or products.  In order to have the perfect shop offer mix, the shopping mall management team try to select a wide range of different retailers, in order to captivate a wide and broader consumer, always adapting at the target population. It is a very important form, in order to create an attractive shopping mall.

Depth of Assortment: It is the variety of products or services in a general product group, who a retailer is offering to the consumer.  Today, it has been proven, that it is better to specialize, offering a short but more depth product group.  Better to be the best in one thing than be bad en everything.

Flexible Pricing: A strategy used by retailers, allowing consumers to be able to bargain on the existing retail  selling prices.  Consumers, specialized in bargaining can like this always obtain a better price.

A Leased Departement: A part of the store, rented to a third party, in order to sell its products.  Generally used by bigger stores,   Today, a lot of big department stores, discounter or speciality stores using above system (synergy of various brands) to cut down their operation costs and offer a wider range of products to their consumers.