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Josh Leibowitz
Retailers as far back as the legen- what they want and just need
dary pioneer Marshall Field once to buy it. Yet McKinsey research
focused intensely on clinching sales indicates that as many as 40 percent
once customers walked into of customers remain open to
stores. But recently, the industry has persuasion once they enter a store,1
been missing opportunities to despite undertaking extensive
make sales. New technologies, exten- product research, reading online
sive retailer Web sites, mobile- reviews, and comparing prices
shopping tools, and in-store Internet on their own. Retailers that fail to
kiosks have separated customers have knowledgeable staff on
from sales associates. Content to let hand to help customers make
consumers research products decisions, or even to create arresting
independently, many retailers have in-store visual marketing materials,
been reducing in-store sales staff are losing sale after potential
and eliminating commission-based sale. More than ever, retailers need a
models. This approach has resulted sales-driven mind-set focused
in lower costs, but it has also on having the right number of sales
1
See David Court, reduced incentives for those left on staff; ensuring those staff are
Dave Elzinga,
the floor to make sales. knowledgeable, well-trained, and
Susan Mulder, and
Ole Jørgen Vetvik, motivated to sell; and providing
“The consumer Many retailers assume that the right in-store experience for
decision journey,”
mckinseyquarterly customers walk into stores for purely customers.
.com, June 2009. transactional purposes: they know
2 October 2010
Missed opportunity?