So many retailers are confused about what they are selling. It's no wonder that they then struggle with merchandising.
They think they are selling products, when in fact what they should be selling are solutions.
Shoppers are looking for solutions for their problems. Fulfillment for needs. Answers. Not products.
An article at Inside Retailing Online talks about why and how to focus on solutions:
"Visual merchandising is the first part of the persuasion. Creating a “scenario display” which tells a story and sales aids which explain problem and solution and rational and emotional features and benefits, allows the customer to self diagnose and identify their needs and wants.
Training staff in the skills of selling forensics – skills that utilise subtle interrogation to unearth the issues or problems to be solved - is another critical part."
Here is a link to the full article:
http://www.insideretailing.com.au/articles-page.aspx?articleType=ArticleView&articleId=1061
What do you think? What are you selling?
Melanie
