How’d you like to have double the chance of turning a casual browser in your shop into a full-fledged shop regular?
It’s simple. Add a girlfriend. (And subtract…or distract…the husband.)
Paco Underhill on time restraints:
In the days before the majority of women worked, shopping was a way to get out of the house – it was the great escape. These days, it can often become a chore. Because of their time-restrained lives, women are becoming less exhaustive in their shopping habits.
Women will spend more time and money in a store if she’s with a female companion.
She’ll spend on the average of 8 minutes, 15 seconds if she’s with a female friend, 7 minutes, 19 seconds if she’s with her children, 5 minutes, 2 seconds if she’s alone, and 4 minutes, 41 seconds if she’s with a man.
So, from a retailer’s point of view, it pays to encourage her to shop with a female companion.*
What does this mean to you and your shop?
Use some of your marketing energies to promote “Shop with a Friend” like a discount for companions, a Girls’ Night Out event, even car-pooling (hey! what about a “Everyone in the Pool” Party some Sunday afternoon: bring 1 friend, get a gift for each of you, bring 2, add a chance to win a door prize ticket to all 3 shoppers, bring more and get more!)
Distract the guy. Comfy husband chair, with a variety of appealing magazines at his elbow, will engross him and let her shop in peace. She might even forget he’s waiting… Field & Stream, sir?
*Excerpted from Why We Buy by Paco Underhill
Haven’t tried that promo but will give it some thought!
Obviously i need this book! Count me in the drawing!