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The importance of a changing room

Changing rooms are an important aspect of buying clothes. If a company gets it wrong, we may not buy from them…

Noel Asmar advices retailers on how to get improve their changing rooms. Do you agree with her points and tips?

The best retail experience possible

Before completely renovating your existing fitting rooms, a few slight changes to your sales technique could help. Accompanying a potential buyer into the changing rooms or having a sales assistant there can dramatically increase the chances of a sale; a customer who has to go back and forth to change clothes and get different sizes can quickly find themselves stressed and fed-up. A steady stream of clothes being bought to the customer will enhance their shopping experience and will not inconvenience them. Having someone on the shop floor encouraging the use of the changing rooms could also help turn a potential browser into a paying customer. But remember, you need great service in order to get your customers into those dressing rooms in the first place! Having enthusiastic, approachable and personable assistants will ensure the best retail experience possible. It will elevate your brand and keep customers coming back.

Women in particular can be a little fussy when it comes to changing rooms. Not only do they demand a clean place to try clothes on, but all the little touches and extra finishes leave a lasting impression. Hooks and hangers would be a great addition, if you’re looking for inspiration, as stripping off and putting their clothes in a pile straight on the floor isn’t a great way to start off the customer’s experience with you. A bit of space always helps, as small changing rooms can quickly become annoying and not a place you want to spend much time in, if they are too tiny.

The full feature is available in the current edition of ETN magazine.

How important is a changing room?

Could a small make-over to a changing room help to generate more sales?

Changing rooms are an important part of all retail outlets, but often they remain one of the most under-serviced parts of the store. According to Envision Retail, a London-based consultancy, customers who use a fitting room are 71 percent more likely to buy — and buy twice as much — than those simply browsing the sales floor. The consultancy went on to find that if customers were offered a personal service while in the changing room, they would buy nearly three times more than the casual shopper.

Many retailers spend a huge amount of time researching how best to service their changing rooms. They create elaborate strategies such as slimming mirrors and specific lighting in order to increase sales. Not all retailers have to make such dramatic changes, however. Simple methods such as making people feel more comfortable can help. If your changing rooms are in need of an update, or are even dirty or slightly dingy, people will be less likely to try clothes on, and these conditions will turn customers away pretty fast. As previously mentioned, you need those buyers in your changing rooms!

The full article is out now in the current issue of ETN magazine.