Consider Your Store a Sports Stadium

For some customers, shopping gives the same emotional charge as watching an exciting sports event. A University of Oregon study of game attendance suggests some ways you can keep up the thrills and pack the stadium—I mean, your store. The researchers found three flavors of sports fan motivation: Die-hard fans. These football fans are committed to the team and love the sport of football. These store shoppers love the game of shopping, and they're dedicated to doing it with you. Keep feeding them information about the history of your business. Have staff spend time talking with them. Post pictures of the team. Give them plenty of notice about upcoming changes so they feel they're in the know. Distribute business cards and special event announcements for them to pass on to their friends. Sell items carrying the store logo. Fair-weather fans. These football fans like to cheer for the winners, and they'll switch allegiance if games get dull. These store shoppers get their excitement from looking at the latest developments. If it's electronics, they want to be the experts on the newest technologies. If you carry clothing, they want to try on next month's big thing. If it's groceries, they're into the Food Channel trends. These shoppers are much more likely to switch stores than are the die-hard fans. Keep them excited by regularly introducing new items and new ways of presenting your classic items. They like to be around winners, so use signage and conversations to tell them how your store is better than the alternatives. Tailgaters. These football fans are there for the camaraderie. These store shoppers get most excited about the social experience. Hold special events in and around the store. Have places in the store where small groups can exchange critiques. Give group purchase discounts.