Retailers change to snare shoppers caught in the Web

[Javaman]

http://www.msnbc.msn.com/id/45308303/ns/business-holiday_retail/#.Tsm3yFbUSUk

Americans 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.

more at link...

[hobbit709]

1. When I go shopping

I already know what it is I'm buying and where it it is. I go in the store that has what I want, get it, and get the hell out. I haven't been to a mall in about 20 years and have no intention of being in one.
And I won't be anywhere within 10 miles of ANY store on Black Friday.

[Uben]

2. Not mission shoppers, mission buyers!

When I go to the store, I have a list. I buy what's on the list. I'm not a shopper, I'm a buyer. I shop at home on the internet if I need something. If it's not on the list, you don't get it. My grocery list is categorized by dept and location according to the layout of the store to avoid extra wasting extra time. I am a store's worst nightmare! I know what I want, where it is, and how much it should cost me. I am not subject to their impulse buy bullshit. Grocery psy-ops don't work on me.

I avoid stores that "steer" you through a maze so you'll see more of their products. Sorry, you lose! You are wasting my precious time and you have lost another customer. This is the biggest turn-off, to me.

You want to attract customers like me? Make my buying experience as fast and convenient as possible. Cut the bullshit and use the savings on lowering prices.

Obviously, I don't do malls. HAven't been to one in years and years. Their prices are too high and often their product is inferior. Their overhead is too high for you to be getting a good deal, so don't do it.

[Fawke Em]

3. I've never been a browser.

I HATE shopping.

Took my daughter to a mall the other day to see a movie and picked up a robe for my son at the Sears while I was there. Knew what I needed, got it and left. I think shopping wastes valuable time doing something useful - like watching "Happy Feet" with my 4-year-old. :)

[fredamae]

4. Heh:) I'm shopping US Made, Local and Small biz this year n/t

[peacebird]

5. Me too!

:hi:
And some homemade too!

[fredamae]

8. Same here. I love to Craft & Sew

What can you do with a Tin Can, Some Duct Tape and a Q-Tip?---I don't know, but whatever it becomes? It'll be cool:hi:
I cannot enter the doors to the malls anymore. If we just talk about doing this, it'll Never worrk but if we do....what a surprise for the "corporate numbers" people who salivate at the thought of better profits over last year...Thats just an extra dollop of cream on the Pumpkin Pie for me--or "Occu-pie" as I have seen here and there :)

[SheilaT]

6. In the past century or so,

women shoppers have tended to be browsers, and men know what they want, go in and buy it and leave. Now, with the internet, that male model has spread to a lot of women, and has allowed the men to focus even more when they shop.

Browsing or not browsing can also be a function of disposable income. I used to be a fairly typical female browser kind of shopper. In recent years, because my income has dropped, I only buy what I need (or think I need) and spend very little time browsing. Every once in a while, like maybe twice a year, I wander through a mall or through parts of a store I don't normally go through, and I'm totally astonished by what's actually out there to purchase. And it's quite amazing that people apparently buy those things.

[kevinbgoode]

9. Haha....I'm the same way!

I used to be a big browser. . .I'd shop all the clearance aisles and then take my time around stores just to look at what is out there. I live in a small city with the closest mall about an hour away (and those aren't very large). I seem to just get what I need or am focused on one item and then get out of the stores.

Like you, it seems like I go visit a larger mall maybe twice a year with the purpose of just browsing around - and surprisingly, I have left without purchasing anything. And I am pretty surprised at the stuff out there - and even more that folks buy it. . .I feel so removed from that whole shopping system and really don't miss it at all.

This time of year I won't even go near a mall even if I had the disposable income to randomly shop...

[xchrom]

7. I'm a browser. Both on line and in stores.

I tend to buy higher end items - so I want to compare.

Also I have to save to shop, very often - & I'm looking for stuff I will want in the future.