John Ekman ist einer der führenden Conversion-Experten in Skandinavien und vielen Besuchern des ConversionCAMP vom letzten Jahr noch in Erinnerung. Vor ein paar Tagen hatte ich kurz Gelegenheit, mit ihm über ein spannendes Thema zu sprechen: Die Verkaufs-Tricks der stationären Einzelhändler – und was Onlineshop-Betreiber davon lernen können.
John, you say that online-retailer can learn a lot from classical retailers. Can you give us an example?
The one example everyone knows is that the milk is kept at the back in order to get us as deep into the store. Of course you can’t do that in an online store. BUT you can put just a few more items in the way of the shopper to get them to do spontaneous purchases. I will give some very hands-on examples of this in my presentation.
Another practice is the “wallet-opener” used in many stores. A cheap little item almost anyone could put in their cart which is on display right after the entrance. And once the first item has gone into the cart, the customer is now in shopping mode and only the sky is the limit.
I’ve read, that people buy more when they walk counter-clockwise. But how can we use this in an online shop?
There’s a lot to learn from how you sell Cat Litter in a physical store. Really.
Cat owners have to refill their cat litter boxes more often they would like to know. So that’s one thing they often look for in the store. When they do they have a laser-focus on getting the cat litter and when they reach the right aisle they are blind to any other products. That’s why retailers put cats’ toys and other goodies to the left to the cat litter ( most people move counter clockwise in the store + they are right handed). So when the cat litter is in the shopping cart , TA-DA: there’s a cute little cat toy just before your eyes. Move the toys to the right of the cat litter and you’ll lose like 80% of the sales.
OK, now to the online store. Most of them make recommendations like “related items”, or “Others also bought”, But how many do you see making different recommendations before and after the item was added to the cart? Seems like we do have a lot to learn?!
What about usability? Mini-Shops at fuel-stations are often designed in a complicated layout to make the space for products bigger. What do you think about this?
If physical shops were designed primarily for usability then you wouldn’t find the milk at the back of the store or the fragile tomatoes at the entrance. The tomatoes look great when you put them in the cart but have turned into pulp as you reach the checkout.
Physical stores are designed to SELL! And usability is just one aspect of the design. Please don’t miss David Boronat who will talk about Persuadability = Persuasion + Usability at the Conversion Summit.
Where can online retailers get the knowledge about classical retailing? Do you have recommendations?
The classic book is Paco Underhill’s “The science of shopping”. It’s a great read. And if you manage to use just a few of the concepts in that book, you’ll have plenty to do during the next year.
John, what will we learn in your talk at the European ConversionSummit 2011 that we can’t find in blogs or books?
I’d like to quote Warren Beatty, the actor – “People forget what you say but remember how you made them feel”. Going to the conference means you’ll see the Chief Conversionista at full speed on stage. And I hope to make you feel like- “Holy Sh-t, I need to get back to the office and start working on this stuff NOW!”. You won’t get a feeling like that from any book. I promise.
John, thank you very much for the interview! We are really looking forward to your talk in Frankfurt!
Wer dringend noch ein Ticket braucht, sollte sich noch schnell auf die Warteliste setzen lassen, zur Zeit werden noch letzte Kontingente verteilt!