Fitting rooms are a critical sales tool
Shoppers who want to try things on have already taken the first step toward a purchase. The fitting room is where they’ll decide to take it — or leave it. Much of their decision depends on their experience. Unfortunately, in too many otherwise-fabulous stores, fitting rooms are a depressing afterthought. Space the size of a closet. Unattractive lighting. Nowhere to set things.
Many customers don’t bother, waiting until they get home to try things on. On average, it takes men more than two days and women more than three to get around to returning items they don’t want after all. Meanwhile that “unwanted” merchandise could be tempting another shopper — if only it were still in store.
Besides, customers who use your fitting room are much more likely to buy — and buy more — than those who don’t. It literally pays to give them a great experience.
Just like the rest of your store, a holistic approach is needed to create a comfortable, appealing fitting room environment.
Is your fitting area a mess? Clutter and disorganization frustrate sales associates and give customers the impression your store is dirty. Ugh. One glance, and they may just say, “forget it,” and go elsewhere. Custom cabinets make your space look tidy, keep supplies out of sight but within easy reach, and give your fitting rooms a coordinated, nicely-branded atmosphere.
Are the rooms comfortable and appropriately appointed?
Customers want to see how they will realistically look in a garment once they get it home. “Slimming” mirrors and other tricks are as off-putting to customers as dreary, dingy fitting rooms, turning the experience into a deal-killer. Even the latest “smart” technologies cannot make up for fundamental deficiencies. So focus on the basics to transform your fitting rooms so they increase both sales and customer appreciation.