Put On Soft Contact Lenses for Shoppers

In the 1980’s, the Social Security Administration got concerned about the amount of eye contact the claims representatives were making with their clients, the benefits applicants. SSA was installing computers in all the field offices and wanted to be sure that taking claims with an on-screen form didn’t keep the claims rep from delivering the personal touch of looking at the consumer. Eye contact communicates interest, confirms understanding, and checks for possible fraud.
     During that transition from paper to computer, I was the chief outside consultant to SSA on human factors. We learned that proper positioning of the terminal and ongoing coaching of the staff accomplished our objectives.
     Proper eye contact continues to be a success tool for every organization aiming to provide products and services face-to-face. In the latest Harvard Business Review, Ron Johnson analyzes why so many people buy Apple products at full price at an Apple Store when they could get them at a discount online. Mr. Johnson is in a position to know, having been the senior VP for retail at Apple Inc. before assuming his current position as CEO of JC Penny. Mr. Johnson’s answer is that store staff at each Apple Store look out for the shopper and communicate their commitment by looking at the shopper.
     Eye contact is tougher with online shoppers, and successful retailers are multichannel retailers. Researchers at University of Pennsylvania and market research consultancy The Verde Group estimate that although 76% of U.S. retail purchases are made at bricks-and-mortar stores, this still leaves 23% being made online and 1% via paper catalogs. Statisticians at Forrester Research estimate that 7% of total U.S. retail sales dollars are spent for online purchases.
     The Pennsylvania/Verde research findings indicate that two sorts of consumers are especially likely to seek the personal touch of bricks-and-mortar shopping:

• There are those who enjoy browsing among displays of many different types of products. These shoppers are predominantly older females. They tend not to have store loyalty, so the good will from good glances might not carry over powerfully to encouraging use of your e-tailing business.
• And there are those whose interest in online purchasing is clearly strengthened with the personal touch they receive in the bricks-and-mortar store. Many shoppers in this group are somewhat lower income male shoppers.

     The look that works is not harsh, but rather welcoming. Train your staff to use their soft contact lenses.

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