I found this shopping list note on the shop floor the other day and loved the opportunity to see what one shopper was looking for and where they are looking.
Take a look under Gift Shops. We have an excellent range of coffee mugs and plenty of teacher things.
I didn’t see who dropped the note. I don’t know if they purchased from us – however, the note was onear our mugs.
There was a second note, folded with the first, for what they were to look for in Target and Chemist Warehouse.
From Target, this shopper was looking for calendars, Forever Friends products, Top Gear / car products and a large cup for dad. We can help with each of these. I don’t know if we did.
I am fascinated by the groupings on the lists by shop. It reveals how some people shop as well as the challenge of attracting shoppers to shop on impulse with us as we were not on their list, not obviously at least. It also reinforces the importance of marketing the business by purchase destination.
We have to think about what pulls people into our businesses. This time of year, cards are an obvious choice. If we have an excellent range of Christmas cards at the front of the shop that could be the lure. It’s what a card shopper attracted to the business notices next which matters. There needs to be a second lure for when then are finished shopping the Christmas card display.
The same is true if they step into a newsagency because of the better magazine range … whet else is pitched to that shopper, what is done to gets them shopping the shop?
Every destination needs to have another opportunity nearby. Each opportunity encourages shoppers to break away from their plan, to move away for their shopping list.
The two lists I picked up from the shop floor this week reminded me of the challenges and opportunities we have in our newsagencies as we leverage existing excellent traffic and evolve into retail businesses of the future. It also reminded me of the value of talking more to shoppers to learn what they are looking for.
I would love to be able to read the lists of every shopper in our shopping centre who has one. I appreciate it is impractical … but it would be fascinating, educational and inspiring.