Mobile devices make is so easy to price check products in real-time while shopping the store. Rarely, do I check on an item in the store. Typically, I research the product online prior to shopping. I am not alone in this habit, in a recent survey the Ecommerce Foundation found that 88% percent of US consumers research products online to buy in store. Once the best price for the merchandise is determined that is the store that I decide to shop.
Recently, my daughter celebrated a birthday and wanted Apple AirPods. Well, my husband and I decided that if she wanted them that she could purchase them with her birthday money; so, she could realize the large investment. Did I mention that our daughter is in 7th grade? We celebrated her birthday with gifts of luggage, Lush products, and all kinds of “tween” stuff. We also gave her money (a fraction of the cost) that could be applied towards her big birthday purchase. Well, once she added up her birthday money and gift cards from Godparents, Aunts and friends she had more than enough money to purchase her merchandise. Needless to say, she was very happy!
I thought we would go to the Apple Store but she wanted to go to Target. Okay, we were relieved. That is so much easier for us anyway. Both stores have their unique experience, but the Apple Store by us is always over-crowded and sometimes even a line to get in!
Once we located the Apple AirPods in Target, an associate approached us and asked if we needed help. We explained what we wanted to buy and that I did a price check before-hand and their cost for the Apple AirPods was on the high-side. He proceeded to pull out his Smartphone and do a price check on the merchandise. He admitted that Best Buy had them less expensive and on the spot matched the Best Buy price. Great that sounded good to me, now I didn’t have to go to Best Buy to save.
This reminded me of something I heard at the recent 2019 Home Improvement eRetailer Summit from David Weiss of McMillan Doolittle. He said that there are three pillars of successful retailing. It relies on 1) value; 2) convenience; and, 3) engagement. He further stated that the retailer can be exceptional if delivering all three. For us, the shopping experience for the Apple AirPods at Target definitely delivered on:
Convenience - the sales associate made it easy and convenient for us. He looked up the merchandise and compared the specs, model, etc. to make sure we were comparing apples to apples (no pun intended here).
Value – you actually are getting the lowest deal out there – so the merchandise is absolutely “worth it”.
Engagement - the customer is happy that the sales associate is engaged with their decision and helping to move it to a purchase.
I would add one more and that is Trust. Ultimately, the customer walks away increasing the trust of that retail brand because they helped make the purchase in a 360 degree way by identifying the situation, researching the information and price matching the product. You can’t beat that!
As the Holiday Season is upon us more and more retailers are arming their associates with information, tactics and decision-making power to make the sell that is standing right smack in front of you. Why not?
It would be beneficial for ever day brick and mortar stores (now I am talking independents here) to take advantage of the knowledge and real-time information that the associates can get from Smartphones.
So, when a sales associates approaches you to ask if they can help; go ahead, let them know that another store has the same merchandise cheaper versus walking out of the store. There is no better time than now. After all, ‘tis the season to price match!
Sonya Ruff Jarvis, is the Managing Member of Jarvis Consultants and the Founder of the eRetailer Summit and JC Event Group. An expert in her field, Sonya has been published in numerous retail industry b-to-b publications. Sonya shares her experiences in her book series Mindful Minutes: A Marketer’s Journey Through Business. In addition, Sonya collaborated in publishing an anthology, Mentoring Moments: 14 Remarkable Women Share Their Breakthroughs to Success. To purchase Sonya’s books go to AMAZON.
Sonya has a M.B.A. in Marketing. She is married and has a daughter and they live in Trumbull, Connecticut.
Follow Sonya on twitter at @jarvisconsult or @eretailersummit