Jeweller - June 2019

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Behind every gemstone, there is a fascinating story waiting to delight clients around the world. Studying with GAA brings the expertise, networking and confidence to build a solid career in a multimilliondollar industry. Joining one of the most supportive and passionate professional communities of gemmologists in Australia was one of the best decision I ever made. Gina Barreto FGAA DipDT Gemmologist and Diamond Technologist Diamond Courses Practical Diamond Grading & Diploma in Diamond Technology Enrolments now open For more information 1300 436 338 learn@gem.org.au www.gem.org.au Be Confident Gem-Ed Australia ADELAIDE BRISBANE HOBART MELBOURNE PERTH SYDNEY Passionately educating the industry, gem enthusiasts and consumers about gemstones
BUSINESS DEALING WITH DISTRACTED SHOPPERS Keeping customers engaged can be a struggle for retailers but there are strategies that can help. FRANCESCA NICASIO reports. It’s no secret that shoppers these days are more distracted. Between social media updates, smartphone notifications and life in general, people simply have a lot more on their plate, and all of these can distract them from shopping. The problem is particularly prevalent with online shoppers. Research from software company Namogoo found that the majority of consumers are multitasking while shopping online. Of those surveyed, 57 per cent shop online while at work, 51 per cent shop while doing household chores and 32 per cent shop while cooking. Other activities include shopping while dining out with family and friends, running errands, commuting to work and exercising. Throw in distractions such as smartphone alerts, children, pets and competing stores and it’s easy to see why it can be hard to grab the attention of consumers. While some interruptions are hard to avoid, such as an unexpected call or a crying baby, other distractions such as shoppers checking their phones in the middle of sales interactions can be overcome or even prevented altogether. Here are some ways to do just that. MIND THE DECOMPRESSION ZONE The decompression zone is the first few feet inside a store. It’s the entry area that customers use to adjust to the new environment. Think of it as the first impression zone of your store. Here, shoppers are prone to distractions, which is why retailers should keep it simple and uncluttered. Avoid placing too many products or fixtures in this area, as people will likely just walk past them. Paco Underhill, author of Why We Buy: The Science of Shopping, says, “By the time the person is starting to engage with the physical environment, some of the stuff you’ve put by the door is blown past.” Underhill advises sellers to display a small number of key items in this area and use EACH SHOPPER REQUIRES A DIFFERENT APPROACH DEPENDING ON HIS OR HER MOOD AND PERSONAL PREFERENCES – FOR INSTANCE, WHILE SOME CUSTOMERS MAY FEEL DISTRACTED BY NEARBY SALESPEOPLE, OTHERS MAY NEED HANDHOLDING “lighting and flooring that contrast with the outside environment” so customers will slow down and take note of what’s around them. In addition, retail experts Rich Kizer and Georganne Bender recommend that shopping trolleys, baskets and floor signs be placed at the end of the decompression zone to ensure that customers actually see and use them. KEEP SHOPPERS INTERESTED Train salespeople to recognise that each shopper requires a different approach depending on his or her mood and personal preferences. For instance, while some customers may feel distracted by nearby salespeople, others may need handholding. Generally speaking, it’s a good idea to greet shoppers and acknowledge their presence when they walk into your store. Aside from deterring potential shoplifters, greeting people makes them more aware of their surroundings and helps them focus. Greeting customers also gives you an opportunity to direct them to the right aisle or June 2019 Jeweller 35
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Jeweller - June 2019

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