Friday, 12 September 2014

Friday Research: Why Your Shoppers Want to Consult Salesperson?

When Will You Use This?  

To improve your understanding of shoppers behavior, training your salespeople.

What’s The Red-Letter Bite Today? 

Most retailers believe in the value of salesperson consultation. But does it really increase store performance and, if so, what could motivate shoppers to seek salesperson's help?

Current research* investigates 425 shoppers and develops a model of four utilitarian and hedonic motivators of shopper consultation with salespeople. The results demonstrate that situational and individual influences, both utilitarian (i.e., shoppers’ purchase uncertainty and efficiency orientation) and hedonic (i.e., shoppers’ situation-related affect toward salespeople and shopping enjoyment) motivate retail shoppers to consult with salespeople. Moreover, salesperson consultation is found to be positively related to the amount of money spent by shoppers.

Don't Be Fooled: Purchase Uncertainty is Only One Possible Motivator Of Seeking A Salesperson

*Haas A., Kenning P. "Utilitarian and Hedonic Motivators of Shoppers’ Decision to Consult with Salespeople", Journal of Retailing (June, 2014) {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with motivating shoppers for salespeople consultation? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.

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