In recent years retailers have had to change their business model: the age of the internet has placed them in front of the fact that selling a product is no longer sufficient to win over their customers.
One of the most widespread phenomena is that of personal experience. Customers look for the uniqueness of the network in the store where. Thanks to increasingly advanced technologies, they are shown the most similar products to those that have already observed or purchased. In this way, the customer believes that through online shopping can experience a faster, easier and more personalized shopping experience.
At the same time, however, customers also look for something real. When they enter your shop to buy the dress, they don’t just buy the product. They also buy how that product makes them feel.
One of the obvious ways you can achieve this is in giving your customer access to trained personal stylists who can interact and help them in a unique and meaningful way. Here are my thoughts and tips on empowering your staff to become in-store personal stylists.
An interestin article written by Julie Cobbe, Founder and Fashion Trainer @Stylefish.ie has been hosted on vendhq. It can help you to better understand this question thanks to these 6 tips.
- Train your staff to have a better understanding of body shape styling.
Having a detailed understanding of various body shapes will give your personal stylists the confidence to do their job. More importantly you will have a very unique understanding on your shop floor and brands.
Trained personal stylists should be able to go through your new season collections, get marking styles and ideas for each different body type. Then, deliver a unique and personal element to your customers’ shopping trips.
Your personal stylists should have the ability to both stick by the styling rules and the confidence how know how to break them.
A great personal stylist will have the confidence to stick by the body shape style rules. They should also exercise creativity with trends, accessories, and different fabrics to have fun with the customer and be flexible in their approach. This also means your stylist should have an understanding of your shop floor and products like no one else. They have to see the shop as a whole and not just the products or items they may have a liking for. This is essential when thinking about ABV and bringing a commercial reality to your stylist’s role.
Create a culture and reality where your shop is a place of discovery for your customer and an exciting place for budding stylists to work.
Your trained personal stylists should have the ability, support, and tools to create elements of discovery for your customer. You can, for example, allow your stylists to create weekly ‘looks’ on in-store mannequins to inspire your customer. Attach your stylist’s name to the mannequin with details on how the customer can meet them, and add clever signage with info about all elements used in the look.
Teach your personal stylists to embrace the customer not shy away from them.
Most women do like to get help but they have to trust the person giving it to them. Educating your customer on the fact you have an in store personal stylist by having fun and friendly signage is so important to building this trust and in showing your willingness to go the extra mile. This also supports your stylists’ in their role. Training your stylists ‘how’ to approach your customer, what your company culture represents and the appropriate approach for your shop as well as the questions they should ask the customer will all help to break down barriers with your customer and help your stylists be the best they can be.
Train stylists on how to make a good first impression.
Well-trained staff should be able to make that all important connection with your customer while being able to quickly assess their needs. Your personal stylists should make your customer feel relaxed and at ease from the moment they meet. This can be achieved using subtle but powerful body language elements like making good eye contact, smiling, looking the part and being confident (but not intimidating) in their approach. Once they have achieved this, the customer is much more likely to open up, explain her needs and worries and hence give your stylists the knowledge they need to recommend items and looks their customer should try.
Empower your Personal Stylists to create their own customer database.
Styling is a very personal and unique experience for your customer. It has now a special relationship with the personal stylist that helped them. Empowering, supporting and equipping your stylists to capture vital customer details. Know their body shape, preferences and purchases means you can personalize their shopping experiences. It also market to them in a personalized way and run VIP events using your stylists as your key drivers for your VIP customers.
Final thought. Personal styling provides you with the ability to create a fun and intimate experience for your both staff and your customers; and as we all know, keeping these two parties happy is a winning formula for your retail business.