How to get customers into fitting rooms

How to get customers into fitting rooms

In the old days, a door-to-door salesman knew his chances of making a sale multiplied if he could talk his way into a home. For today’s retailers, a critical step is getting customers into fitting rooms. Once a customer is trying on a product, she or he is much more likely to make a purchase.

American Eagle Outfitters — an early adopter of beacon technology — used push notifications delivered through the Shopkick app to successfully draw more customers into fitting rooms this summer.

For nearly two months the retailer sent a push notifications to select customers as they entered the 100 of the company’s 929 stores that are outfitted with beacons. The message offered 25 kicks — Shopkick’s rewards currency — if they tried something on in a fitting room. American Eagle found that customers that received the offer were more than twice as likely to try on clothing as those who didn’t.

“That’s incredible. It’s way beyond anything I anticipated,” said Joe Megibow, chief digital officer at American Eagle Outfitters. “This is just the right message at the right time. A little bit of value to encourage them to ‘Hey, try something on today.’ ”

For a store with young customers, findings ways to appeal to them via technology makes a lot of sense.

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