Cut Out Trying Item Tryouts

Prune away for your shoppers any conditions which try their good will when they’re getting sample experiences with items they’re considering for purchase. Researchers at Iowa State University showed that doing this improves intentions for shopping with you during the present store visit and in anticipated future store visits.
     The particular issue those researchers explored was the frustrating experiences of older women while trying on clothes in dressing rooms. But the researchers’ suggestion applies more broadly to anyone with a physical challenge, such as the handicapped, to make it more likely they’ll persevere when shopping with you. Easing the sampling also improves satisfaction for every other visitor to your store.
     The methods assessed by the researchers constituted adherence to the Universal Design principles developed in a collaboration among interior designers, architects, product designers, and engineers. Here’s my version of highlights from that manifesto, some of which are also found in ADA Update: A Primer for Small Business:

• Ease access. Position tryout areas in convenient locations. 
• Ensure that shoppers feel free of vulnerability, such as by adequately protecting their privacy. Have adequate lighting. Point out places for shoppers to safely put aside packages and belongings so they can turn their attention to the prospective purchases. Some retailers use an ottoman and mirror arrangement for easy visibility. 
• Provide choices in how the shopper can accomplish tasks, such as by having illumination dimmers within easy reach for people with a limited range of motion. 
• Present important information in pictorial, verbal, and tactile formats. 
• Allow space for companion help, service animals, and assistive devices like walkers. Keep the dressing room uncluttered. Make it easy for the shopper to have staff do any re-shelving. Perhaps place a “Not for me” container by the dressing room exit. 

     Parallel guidelines apply when the items being tried out are not just being tried on. Researchers at SUNY-Buffalo and Indiana University verify our common sense notion that people master novel products best when given the opportunity to experiment with the product repeatedly. The measures of mastery included attraction to the product, a willingness to pay a premium price for it, and an ability to use the product’s capabilities in a variety of situations. By allowing the shopper to try out the product, you’re more likely to make the sale and have a happy purchaser. That’s best done for all shoppers in circumstances where they feel safe.

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

Click below for more: 
Dress Up Those Dressing Rooms
Ease Social Risk by Accommodating Shyness
Store Goodwill with Seniors
Accommodate Disabled Shoppers’ Psychology
Unpack Product Learning