Help People Pass the Time

A university professor and a health care researcher found that many people like to shop mostly to pass the time.
     This finding seems too obvious to justify a research study. But the details do lead to valuable ideas for retailers, in my opinion.
     The researchers—from London’s Imperial College Business School and Toronto’s Sunnybrook Health Sciences Centre—surveyed more than 3,000 visitors and outpatients at a total of seven hospitals. About 70% of their respondents said that retail businesses in a hospital added great value to the consumers’ experiences under difficult circumstances. Around the same percentage said that a retailer’s presence at a hospital would make it more likely they’d purchase from that business at another location and speak positively to others about the retailer.
     What types of stores did the visitors and patients want? The types of places you could browse in: Clothing, electronics, bookstores. Hairdressers, where you can let yourself go and primp yourself up. Banks and grocery stores, where you can pass the time without feeling you’re wasting time.
     Researchers at Envirosell report finding the same sorts of desires for retail stores among airport visitors, and again with the same motivation: To pass the time in an interesting way in a setting that could otherwise be uncomfortable.
     Here are a few tips to build good will for the store’s brand name:

• Offer the consumer options for when to complete the purchase. This gives a sense of control that can in itself ease stress. If the customer who is told, “I can check out your purchases over here,” responds with, “I can wait,” the store staff response should be an understanding nod rather than a puzzled or irritated look.
• Graciously answer the same questions more than once. Some people deal with their anxiety by seeking more information or developing a plan for making a purchase. However, if the questioning seems to become a never-ending waste of your time, say, “You might want to think about it some more on your own and then get back to me.”
• Be ready for delay to become sudden action. Some people shiver at the side of the pool and then suddenly grit their teeth, think a happy thought, and jump into the freezing water. When that happens, let your customer quickly get into the swim and get it over with.

For your profitability: Sell Well: What Really Moves Your Shoppers

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Help Customers Buy Unpleasant Necessities