4 top tips on turning browsers into buyers in retail
Print28 November 2024
In this edition of ‘What’s In Store?’, retail and shopper strategist Sharon Yourell Lawlor shares a recent retail experience at Dublin Airport that highlights the unique power of physical retail and the magic of travel retail in driving shopper engagement.
With insights on how channel strategy and the human touch turn browsers into buyers, this week’s What’s In Store? offers valuable lessons for brands and retailers.
The strategic retail learning
1/ The magic of physical retail
The ability to see, feel, and try the product in person was a game-changer. It gave me instant assurance that the product worked for me, something online shopping couldn’t provide.
2/ The power of immediate gratification
There’s something uniquely satisfying about being able to buy a product immediately after discovering it.
3/ Travel retail as a discovery channel Airports are prime locations for discovery. Shoppers are in a receptive mode, open to treating themselves or finding something new.
4/ The role of people in retail
Rania, the sales assistant’s warm approach and genuine enthusiasm for the product were pivotal. It turned out as we chatted that she’s a makeup artist and therefore expert in field. She bridged the gap between browsing and buying, turning a chance encounter into a personal experience.
Read the full story here.
Read more: 7 reasons why a retail safari should be on every retailer’s 2025 agenda
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