Want to Boost Sales? Offer Fewer Options.
Customers don't want endless options. They just don't know it.
A few years ago, I ran a store with two large shoe sections. One section included casual sneakers and skate shoes. The other consisted of women’s fashion shoes and boots. Every year, the women’s fashion section was over-assorted.
“Why do we have five of these black boots?” I asked one of the buyers on a pop visit. “They look exactly the same. Give me this one and expand the size offerings. I can sell this all day long.”
Initially, I got a blank stare back. Then, the realization of what they had ordered set in.
“Ohhhhhh, uh huh. Wow, okay.” They replied.
They’d never considered the buys. I don’t know if they ever looked at the collection as a whole, or what. But buyers may also not realize that five different boots are different shoe codes. So, I have to shift my shoe room five times to accommodate the five styles that all look the same.
Again, give me one style and order a lot of it.
The limited-buy theory (paradox of choice) is one of the changes that the new CEO of Macy’s, Tony Spring, is implementing in stores.
The Wall Street Journal reported on Monday that shoe buying “isn’t fun” at Macy’s; the new CEO aims to change that.
The first thing he did was scale back the style selection.
Shoe tables have become overcrowded and not fun to shop. Customers don’t want an endless aisle of choices like they have online. They want to walk in and see the hottest styles. They want their shoe departments to be curated and the salespeople to be knowledgeable.
Spring has also added more staff and increased special training so sales associates can learn how to suggestive sell. They’re taught how to look at what customers are already wearing and suggest items or give opinions about complete outfits.
Remember how I always say that if you train your team, it will pay you back? This is how it works. The latest tech will only get you so far. You need humans who know how to relate to one another.
You also need to offer fewer options.
The Voice of the Frontline is an entirely reader-supported publication that calls out tired retail bullshit, provides creative solutions, and amplifies the needs of those on the frontline. If you read it weekly and value its message, consider clicking the 🖤, sharing it, or upgrading to a paid subscription. You’re the best!
The paradox of choice is real. When we’re offered endless options, our brains kind of give up, and we often leave with nothing. It’s true when buying a car. It’s also true when shopping for shoes.
Retail stores have become over-assorted. They thought it would help them compete with online sellers by offering everything. But customers shopping brick-and-mortar don’t want that. They want merchandising and design. They want an experience. They want to connect with salespeople who understand the product and their pain points as customers.
Does it sound like a tall order?
It’s not. That’s what retail stores used to be, not that long ago.
If you pay people a living wage and invest in a people-centric culture, guess what? People will want to work for you. They’ll want to share the product details with everyone who walks in because they understand how cool they are.
Honestly, it’s not that hard to do.
Just like, give a shit.
Macy’s has more problems than its shoe department, but this is a correct move. With fewer options and an educated staff, Macy’s shoe department should see a bump in revenue.
More stores need to scale back what they offer instead of offering everything.
Make your store memorable. Make it unique. Make it so cool that word-of-mouth is inevitable.
You have to see this place!
Retail companies have been distracted by their online competition for too long. It’s time to take back the narrative. There is a place for stores—absolutely. Stores are a necessity in all of our lives.
Now, let’s treat the people who work there like they matter, too.
Kit Campoy is an author and retail expert with two decades of experience leading retail teams. Today, she freelance writes for world-class SaaS Retail Tech companies.
Those darn basic black boots that everyone makes!
Absolutely retail stores have a place in the online world and this is one major way to do that! Simple and makes total sense.