Palmer Retail Solutions Blog

How Poorly Designed Fitting Rooms Can Destroy Your Sales

Posted by Kathy Heil on May 9, 2017 7:51:54 PM

AdobeStock_116681200.jpegAre your fitting rooms costing you sales? You spent countless hours choosing the perfect store fixtures, layout, and décor. You create fresh, tempting merchandise displays. But does all that ambiance and excitement end when customers head for the fitting rooms? If this space isn’t as well-designed and inviting as your sales floor, it can turn customers off. That’s bad for your brand, and bad for sales.

Fitting rooms are a critical sales tool

Shoppers who want to try things on have already taken the first step toward a purchase. The fitting room is where they’ll decide to take it — or leave it. Much of their decision depends on their experience. Unfortunately, in too many otherwise-fabulous stores, fitting rooms are a depressing afterthought. Space the size of a closet. Unattractive lighting. Nowhere to set things.

Many customers don’t bother, waiting until they get home to try things on. On average, it takes men more than two days and women more than three to get around to returning items they don’t want after all. Meanwhile that “unwanted” merchandise could be tempting another shopper — if only it were still in store.

Besides, customers who use your fitting room are much more likely to buy — and buy more — than those who don’t. It literally pays to give them a great experience. 

What’s wrong with this picture?

Just like the rest of your store, a holistic approach is needed to create a comfortable, appealing fitting room environment.

Is your fitting area a mess? Clutter and disorganization frustrate sales associates and give customers the impression your store is dirty. Ugh. One glance, and they may just say, “forget it,” and go elsewhere. Custom cabinets make your space look tidy, keep supplies out of sight but within easy reach, and give your fitting rooms a coordinated, nicely-branded atmosphere.

Are the rooms comfortable and appropriately appointed?

  • There should be room to move around and plenty of hooks or shelves. Your customer has to put her own belongings somewhere — hopefully not on the floor! But if their items take up the teeny tiny seat and few hooks available, there will be nowhere to put potential purchases. This subtly suggests that she has chosen “too much,” and dissuades her from gathering more possibilities to try on. The dressing room is already “full.”
  • Lighting should be a natural daylight color from the front and sides, not overhead where it casts shadows that make customers look tired or older and emphasizes bulges.
  • Color can affect sales, too. Experts say a light neutral or muted pattern are least likely to compete with your merchandise.
  • High-quality mirrors large enough for head-to-toe viewing are a must.

Customers want to see how they will realistically look in a garment once they get it home. “Slimming” mirrors and other tricks are as off-putting to customers as dreary, dingy fitting rooms, turning the experience into a deal-killer. Even the latest “smart” technologies cannot make up for fundamental deficiencies. So focus on the basics to transform your fitting rooms so they increase both sales and customer appreciation.

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