The floor sample shouldn’t be a dead end

02Aug10

While I was in a clothing store over the weekend, I noticed a nice-looking leather jacket that they had on display. It was fastened onto a mannequin, and the price tag was well-hidden — if it even had a tag at all. I looked for a rack containing the jackets, but it appeared the floor sample was the only one in the store.

Granted, I’m not in the market for that type of leather jacket right this moment. But I certainly could be in the future. And the way the store presented this premium product felt like a dead end. There was no information about pricing, sizes, or how to buy the item.

Fixing this would actually be quite straightforward:

– Place each floor sample near the rack where the featured products can be found, rather than halfway across the store.

– Make sure the price tag on every floor sample is visible by shoppers.

– When possible, include a small sign on or near the item that explains how much it costs, which sizes you can get it in, and how to buy it.

There are certainly some cases where you might want to skip a few of these steps, like in a high-end store where prices are rarely the focal point. But in the vast majority of cases, following these recommendations will make it easier for customers to make buying decisions based on the floor samples that you’ve carefully placed throughout the store. And when it’s easier to understand the selling points of the product at hand, more people will move forward with making a purchase.



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