The same SEO, UX and CRO concepts we use to help users find the correct product on a website apply to retail locations and in-store experiences.
These include internal linking, cross-selling and upselling, regional searches and volumes, filtering and trust builders.
Using these skills and the information below, you may be able to help retail locations increase their AOV, how many customers shop per day and an increase in items per purchase.
And some of these concepts can be reverse-engineered into more online success.
Falling short: When in-store service fails
I’ve wanted to try Nike running shoes for a few years, as they have the best designs and color schemes.
This summer, I went to the local Nike store thrice, and I could not get someone to help me each time.
I tried to figure out which shoes work for my feet but couldn’t, and their website didn’t answer my questions, so I could not shop online.
Bridging online and offline: A three-step process
There’s a three-step process here for running shoes.
Define the buyer persona and then modify it to other large target groups.
See what is available in the store to help people find what they’re looking for.
Apply the solutions in an easy-to-absorb format.
My buyer persona is:
Needs arch support.
Runs 4–7 miles, five days a week on roads, not trails or track.
Pronates.
Also uses shoes for standing and walking.
Not needed for sports or speed.
What is available in the store:
There are stunning branding photos and signage everywhere in the store, but it is all to build a brand and inspire, not help the consumer make a purchase.
The products in the store (at least the running shorts) do not match the names or signage of the products on the website.
This is where SEO, CRO and UX work come into play.
How to make the retail experience better
Place the information where it’s needed
On each aisle, they can place a sheet of paper or sign showing which styles or brands are for what type of user. On the end caps of the running aisles, they could post a sheet like the image below.
Each label would be easy to replace as the seasons or lines change and can highlight the technology in the shoe that matches the aisle.
For example, one aisle would be for running shoes, another for walking and hiking, another for cleats and sports, etc.
For the running aisle, they could do a branded image with a runner. The tables would be the shoe names with a photo of them and the selling points about who it is for.
This applies to all sporting goods lines and clothing types, too.
Cleats could show the name and list the sports they are for.
Sneakers can help someone who needs to stand for a long time instead of walking a long distance.
Fitness shirts could mention wicking, marathons and long runs instead of casual wear or tennis, etc.
Now, let’s “jump” into a different topic so you can apply this to your business. The same concept works for party supply stores and costume shops.
Expanding the concept: Party store and retailer optimizations
This section focuses on using internal linking, mini carts and “People also purchased” features for retailers like Party City, Spirit Halloween and Swoozies.
The goal is to display a chart at the store entrance showing popular or trending products and themes. Another option is to have printed charts in relevant sections or aisles to guide customers.
UX and CRO bonus: If the person is shy and shopping for a bachelorette or divorce party, this will save them from feeling embarrassed so they can shop privately. This is similar to how we would place “ships anonymously” for stores that sell embarrassing items.
The sheet can be divided into themes like birthdays, bachelorette parties, bridal or baby showers and religious events like bat mitzvahs and baptisms.
Place them in the relevant aisles or sections of the store.