Retailers can boost sales with in-store entertainment

March 1, 2011 - PRLog -- The study demonstrated that providing televisions, seating, magazines or other in-store entertainment for a shopper's partner, friends or children to use resulted in a 28 per cent increase in sales.

Steve Whittle, marketing director at Displaysense, explains that keeping non-shoppers entertained is a great way to help customers relax and enjoy the shopping experience.

"Not everyone enjoys shopping, so by providing entertainment or chill-out areas for these people, there is less pressure on the customer who is looking to spend money to reduce their browsing and evaluation time.

"Our study shows that this results in customers spending longer in the shop, a better experience for all and ultimately more sales for the store," he states.

Retailers should consider the demographic of consumers that walk through their doors and tailor their in-store entertainment options accordingly, Mr Whittle advises.

For example, a children's clothing store may benefit by offering toys for kids to play with, allowing mums and dads to browse while the children are occupied.

And technology can play its part in helping retailers provide a comprehensive service to their customers, he adds.

"Recent technology - such as wrist bands with tagging for children - means that parents can relax and enjoy the shopping experience without needing to worry about the kids running off or getting lost," Mr Whittle points out.

But it isn't just stores that cater for families that could benefit by introducing entertainment - any retail environment can reap the rewards of providing an area for non-shoppers.

Televisions can offer a welcome distraction, while a seating area with a http://www.displaysense.co.uk/magazine-racks-and-newspape...
filled with a range of publications is another option, he notes.

Mr Whittle adds: "In addition, there could be the shop's own catalogue and service leaflets - such as extended warranties, car insurance, loans - which this audience will be more receptive to reading to pass the time, whilst giving the shop the chance to educate the customer on their extended services and full range."

Retailers could also take the opportunity to showcase products in such areas, which may be especially beneficial for stores selling gadgets or electrical goods, Mr Whittle suggests.

"If you offer non-shoppers an interesting product to get to grips with, you may end up converting them into customers too," he enthuses.

"Engaging with people is the best way to offer them a unique shopping experience and by introducing them to some of your products in a relaxed environment, they may be more receptive to trying new things and ultimately spending money."

At a time when high street stores need to compete effectively with both online and offline businesses, going the extra mile for customers - and making the shopping experience relaxing - is one of the best ways for shops to differentiate themselves from the competition, Mr Whittle asserts.

Ends
Displaysense has been working in the shop displays sector since 1978 when it started out in Hertfordshire. Since then, the organisation has grown substantially and now manufactures its extensive range of products in 25 countries around the world.

Orders can be shipped anywhere in the world and the company constantly seeks to update and improve its offerings. Following a philosophy of choice, value and service, Displaysense's customers can rest assured that they will receive the best products from the leading shop display and fittings retailer.

If you would like any further information about the products and services offered by Displaysense, please contact us.

Email: sales@displaysense.co.uk

Tel (UK): 0845 200 8139
Tel (Int):  +44 (0)1279 460 460

Address:
Displaysense
Rye Street
Bishop's Stortford
Hertfordshire
CM23 2HG
United Kingdom