Posts

Fourth Quarter Freakout

MIAMI, FL (November 10, 2017)

It’s November, and Black Friday is within sight. All the retailer planning for fourth quarter, whether it started two months or two weeks ago, is rolling out now.

And while there continues to be handwringing about the retail industry, and the impact of big online retailers, the reality is that fourth quarter is very different from any other time of the year. Shoppers want to touch and feel the products—so that means the in-person experience is even more important during the holiday season. Last year, 77 percent of shoppers left the store at least once during the holiday season because they couldn’t find what they were looking for. And Gen Z shoppers? Not only did every Gen Z shopper leave the store at least once—they did it an average of 4 times, significantly more than any other generation.

Cart abandonment is very real as well. Whether online or in-store, last holiday season showed that nearly 3 out of 4 left their purchases before checking out because the experience was frustrating. For in-store shoppers, it’s often because of a long line, or inability to get the attention of a sales person to help with a purchase.

It’s the time of the year when employees are stressed, dealing with a (hopefully) larger than normal volume of shoppers—and shoppers who have questions, plenty of them. From a service level, there often aren’t enough hours in the day or staff on the floor to guide consumers to the right product. One solution, especially for consumer electronics and wireless purchases, is for manufacturers to boost their store presence with brand ambassadors. The reality is that store employees, especially those in big box retailers, aren’t talking about just one product, and there’s no guarantee that they’re especially well versed in yours.

Even this late in the holiday game, we can help you empower, train and deploy brand ambassadors to create better customer experiences. And we can arm them with technology solutions that help capture customer information and build loyalty. To find out more how we can develop and deliver targeted sales training during the most important time of the year, get in touch so I can connect with our specialists in retail operations at dginn@trocglobal.com