Category Archives: Terrific Retail Insights

Spelling out the Benefits Part Five: FABing

In the Spelling out the Benefits Part Two article a few months ago, I gave examples of how to build a verbal bridge between a feature and the benefit.  I also explained the importance of linking features to benefits to give them believability and said that just because something is categorised as a benefit don’t…
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And the top Christmas commercials for 2018 were…

When it comes to Christmas I reckon you can’t go past the Brits for excellent commercials. Here’s my pick of the top ones from 2018. Rather than including individual links you will find them all plus a few others I didn’t rate in Brandwatch’s 2018 Christmas Commercials Report. I like a commercial that sells (subtly)…
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The Question for Ladies

As we know, a lot of the burden for keeping track of who to buy for, what to buy and doing the searching and buying and wrapping and labelling is done by ladies, especially Mums. It’s exhausting working out what to buy for his family and even his children as well as combined friends.  So,…
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Fill each day with magic moments

Don’t process your customers.   Treat each customer as an individual.  Make them feel special.  Really be there for them.  Focus on them and their needs.  Let them know by your actions that right at that moment in time there is nowhere else you would rather be. Our objective should be to have every customer going…
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Christmas is a Floor Show

Greg Canty from Fusion Communications in Cork, Ireland writes: Past research has shown that at Christmas 60% of purchasing decisions are made within the store – once they come in your door make sure that happens. The game is won and lost on the sales floor and this is where the staff and managers should…
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How easy is it to navigate your store in the lead up to Christmas?

This is the question that my colleague Jan Collins and I discussed while watching customers in a busy shopping centre. I was soon making numerous notes as Jan shared her thoughts on the challenges and opportunities of keeping retail stores attractive to shop in and easy to navigate during the busy festive season. Here are…
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Do you have the Christmas spirit?

If so, are you dishing it out to your staff and are they poring it out plentifully to your customers? The reason this question is important is because we know that the 'science' of shopping is dwarfed by the 'emotion' of the buying experience.  Imagine being a customer out shopping for gifts, dreading the expenditure,…
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Turn Your Team into Successful Shoppers

Who do your staff have to buy for? Get them to share their lists. Get this done well before the Christmas rush. Help one another out with ideas. Have fun. Put up a chart where people have to mark off as they buy their gifts. Make it public. Let your customers know what is going…
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Role play using the “So what?” test to spell out the benefits

This is Part Four in our series on ‘Spelling out the Benefits’ for your customers. You can access the earlier posts by clicking on these links: Part One – Spelling out the benefits that matter to your customer Part Two – Creating a verbal bridge Part Three – Why bother to state the features if…
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Motivate Your Customers with a Gift Ideas Competition

Here’s an idea that has proved popular with our retail clients.  I’m sure it can work in your stores too. Create some simple, fun competitions for your customers.  For example, get them to list 5 gifts from your store, one for themselves and 4 for other people they have to buy for. It can be…
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