You may cringe when you hear the term “comparison shopper,” but customers who check prices before making a purchase don’t have to be thorns in your side. With a little extra work and some smart marketing, you can take advantage of this trend and edge out your competitors. Here are a few tips on how to make sure you nab those hesitant, savvy shoppers:
Know what you’re up against
If you’re worried that comparison shopping is taking a bite out of your daily revenue, then you should pay a visit to your competitors to see if they’re offering better prices. Take a list of your products that haven’t been flying off the shelves and compare some prices yourself. You may find that you need to mark down a few items in order to have an edge, or you could discover that you’re right on target, in which case you may have a different issue to grapple with.
Run a price comparison promotion
One way of dealing with this problem is to grab the bull by the horns and call out your shoppers for price comparison. Use store signs or a social media campaign to let your customers know that you are willing to beat any price they find elsewhere. Of course, they’ll need to provide hard evidence, such as a photograph of a price tag or an online listing – make sure your employees know what counts as evidence so they don’t end up giving out unwarranted discounts.
If you can’t beat ’em…
If you’re up against a bigger retailer that is able to slash prices beyond what’s possible for your store, then you need to find a way to make your wares somehow more enticing, despite the price. One way to do this is to make sure your outlet is the most appealing place for shoppers. This can be done by revamping your store fixtures and creating appealing display cases and organized clothing racks. Make sure your employees are friendly and attentive, and consider offering free gifts to customers who show loyalty to your brand.
Monitor your online presence
Mobile technology makes it easier than ever for customers to compare prices online while they’re standing amongst your gondola shelves. If you run an online marketplace, then you should check to make sure your prices are on par with websites like Amazon or eBay. If you can’t match their prices, use your store fixtures and the like to create a welcoming space for customers.
