Survey: U.S. Shoppers Spend More Time in Stores
London, Sales employees of U.S. fashion retailers are engaging only with 5% of customers who enter the store, according to a survey conducted by U.K.-based Envision Retail, and it’s costing the retailers about $12 billion a year.
If those workers approached the additional 4% of customers who are looking for assistance, sales could increase 7%, the survey said.
“Retailers are very good at selecting products and merchandising them in a way that inspire customers to make a purchase, which is why over half the shoppers who enter a store with no clear idea of what to buy account for over 40% of sales,” said Jason Kemp, managing director, Envision Retail. “But if they want to make a big leap in sales, apart from just expanding the number of outlets, they need to get their staff selling.
The importance of the fitting room is also a major finding from the survey. On the sales floor 10% of customers are converted into buyers, whereas in the fitting room it is closer to 70%. Envision calculated that if staff provides quality service at the fitting room and assists customers with finding alternative sizes or items, sales could increase by 1%.
American shoppers spend 23% longer in a store compared with the global average and this is partly accounted for by the fact that 50% more customers use the fitting room.
RadioShack Cutting 280 Jobs
Fort Worth, Texas, RadioShack Corp. is cutting about 280 jobs this month, primarily at the company’s headquarters, according to a Securities and Exchange Commission filing Thursday.
The cuts will be made across all of its “various support functions,” the company said, noting that the move is expected to generate annual pretax savings of about $30 million.
The company said that it expects to incur a pre-tax charge of about $8.5 million for one-time termination benefits as the result of the reductions.
Taylor Bayouth Named Director of Interactive Media
Los Angeles, Access 360 Media has named Taylor Bayouth Director of Interactive Media. He will manage the creation and implementation of all interactive and mobile initiatives for Access 360 Media’s retail and partner programs.
Taylor previously worked as the Technical Director of Fidelity Assets, a search engine marketing service exclusively for real estate professionals.