http://www.msnbc.msn.com/id/45308303/ns/business-holiday_retail/#.Tsm3yFbUSUkAmericans don’t shop the way they used to. It’s not only that they’re going to the mall less often. Consumers in this post-recession era are also less likely to stick around and browse after they walk into a store. Marketing pros say that shoppers tend to come armed with oodles of Web research on brands and prices. They buy, then leave. No browsing. No impulse buys.
The industry calls them “mission shoppers.” Such consumers visit fewer stores per trip — three, vs. five before the recession, according to research firm ShopperTrak. That means retailers need to “get more out of every person that walks through the door,” says David Maddocks, a former chief marketing officer for Nike’s Converse brand who now runs a consulting firm.
As retailers have improved the e-commerce experience in recent years, they haven’t invested in their stores, pushing an increasing number of shoppers online. “While e-commerce has been getting better, the stores have been getting worse,” says Ron Boire, chief executive officer of electronics retailer Brookstone. “A lot of retailers pulled a ton of labor off the floor in ’08 and ’09, and now they are figuring out how to put it back in.”
Gap’s Old Navy is using more greeters at its stores. Lowe’s is arming its floorwalkers with iPhones so they can instantly check inventory and make suggestions if a certain item is unavailable. Foot Locker trains associates to ditch the traditional “how may I help you?” for “What kind of shoe are you looking for?” It’s a subtle change that’s more likely to start a conversation, says CEO Ken Hicks.
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