Is it possible to increase sales in a retail clothing store in the current market conditions while maintaining the low purchasing power of the population? You can, and we will tell you how to do it.
Before starting the conversion, set a visitor counter for each entrance. The resulting figure will allow you to determine the conversion of the store, that is, the percentage of the number of purchased items to the number of people who visited the store. For daily calculated conversions, you can track the effectiveness of efforts to increase sales and will not spend your time on actions that do not produce results.
There is no definite figure to strive for. Conversion is a subjective indicator that depends on many factors: type of clothing, store location, price category, seasonality, and even the day of the week.
In the practice of good apparel manufacturers companies, there are cases to increase sales in clothing stores from 15% to 200%. Before the changes made by our specialists, 15 items were bought per 100 visitors. After – on average, EVERY client bought 2 THINGS at once.
You can also achieve good results if you work through the 7 most important factors that affect conversion:
Lack of understanding by sellers of their tasks is one of the main reasons for the decrease in conversion. Sellers do not know when and where to start a conversation. They do not know how to work with objections. Do not bring the dialogue with the client to their logical conclusion – sales. Correcting errors once and for all can be done only in one way – to clearly establish the standards of behavior of the seller. If he has a “cheat sheet” with blanks for any situation, interaction with a visitor on the trading floor will increasingly end with a sale. Where to get the standards? You can just watch the customers. How they go around the apparel manufacturer store, what questions they ask, what help they usually need. We advise you to immediately abandon the imposition of services. The phrase “Hello! How can I help you? ”, Pronounced in the first seconds of a person’s presence in the store, is more likely to frighten away than increase loyalty.
While the visitor simply passes between the hangers, covering the space of the outlet, he is in the search phase. Do not distract him. Help can be offered when the client begins to consider a specific thing, for example, a jacket. A good question for which the buyer will be “forced” to answer: “Are you looking for a classic jacket or jacket for jeans?”
Teach sellers how to use cross-sell and upsell tools (be sure to write them in the Standards!). Cross-sell is a cross-sell. If the client decided to try on jeans, let the consultant offer them a suitable belt or shirt. You can recommend several additions at once. It is proved that 3 out of 10 buyers react to an appropriate recommendation and buy another product. Up-Sell – offer more expensive clothes. When a customer chooses a pullover on a hanger for 5,000 rubles, he should show him a more expensive option. He will agree to spend more money if the seller describes in detail the advantages of the model: natural composition, more fashionable print, soft texture.
Show solid fashionable looks on mannequins, not individual things. Place in the cash desk area related products that you buy impulsively: cosmetics, accessories, jewelry. By the way, in the women’s clothing store, goods for children and men can act as related products: socks, gloves, underwear, belts.
Control the staff. Mount a video surveillance system that will help track the behavior of managers. Assign sellers to wear lavalier microphones, which constantly record conversations with customers and transfer audio files to the “cloud.” At the initial stage of developing standards, view and listen to recordings every day. In a small store, the owner may well do this. You check the actions of sellers and help those correct errors. As you master the new rules, you can switch to more rare checks – 2 times a week. This mode allows you to maintain service standards at a high level.
Within clothing manufacturers business, Compliance with merchandising rules increases sales by 25%. Make the store environment as comfortable as possible. Pleasant smell, light music, beautiful design lead to an increase in the visitor’s time spent at the outlet. Accordingly, the likelihood of a sale increases. Choose the focus zones correctly and place the most interesting or the most popular things in them. Separate clothes by collections and color groups. Expensive models are desirable to highlight additionally. You can increase sales of men’s clothing by simply hanging out suits with sets: trousers, a jacket, a shirt, and tie, or trousers and a jumper, jeans, and a long-sleeve t-shirt.
Every year, more and more consumers buy clothes over the Internet. For companies like Zara and H&M, online sales already account for up to 20% of the total turnover. However, a good site with convenient navigation, partitioning and the ability to sort by characteristics is expensive, but each entrepreneur has the opportunity to create their own community on the social network. Practice shows that if you are an apparel manufacturing company that understands the changing trends in shopping, Facebook and Instagram are the best sites for selling clothes. Design a stylish page, post photos of new collections – preferably, immediately in sets to increase the average bill. Use draws to attract new subscribers. Make an affiliate program with famous groups in your city.
When you buy two things, the third as a gift, “Bring a friend”, “Happy hours”, “Black Friday” and night shopping are working stock options for a clothing store to increase sales. Do not forget about seasonal sales, accumulative discount cards, gift flyers, lotteries, and gifts when buying for a certain amount. Regularly held masterclasses with stylists, chamber shows, photoshoots, and joint events with a beauty salon will help increase sales of women’s apparel manufacturers.
To increase sales at a clothing store, collect customer contacts — phone numbers and email addresses. Work with your own database: use SMS messages and email newsletters. Congratulate customers on holidays, notify about promotions and discounts, talk about new arrivals. You can do this with personal calls – this is how the buyer feels personally concerned about him and his needs. The task of writing or verbal communication is to “lure” the buyer to the store as soon as possible. This can be done by restricting the offer. For example, provide a discount of 3 days or up to a specific date. Or emphasize the limited and quick sale of the collection.
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