1 00:00:00,000 --> 00:00:04,380 Ever notice how like you're way more likely to buy something once you've actually tried it on? 2 00:00:04,380 --> 00:00:08,300 Oh, absolutely. It's like we all know we're suckers for a little retail therapy, right? 3 00:00:08,300 --> 00:00:13,620 But it turns out there's some serious psychology happening in that fitting room. Yeah, yeah 4 00:00:13,620 --> 00:00:19,220 So that's what we're diving into today figuring out how retailers can turn that tiny space 5 00:00:19,720 --> 00:00:28,100 Into like a total sales powerhouse interesting and we've got a great source for this deep dive an article by multimedia plus 6 00:00:28,100 --> 00:00:34,180 Oh, they're all about creating those like next level in-store experiences, right and 7 00:00:35,020 --> 00:00:38,560 Their piece the importance of the fitting room experience in apparel retail 8 00:00:38,660 --> 00:00:43,860 It came out in June 2024 and it's got some seriously interesting insights. Oh cool 9 00:00:43,900 --> 00:00:47,380 So ready to like rethink the fitting room. Let's do it 10 00:00:47,660 --> 00:00:51,140 You know, I think most people probably don't give a lot of thought to the fitting room 11 00:00:51,140 --> 00:00:55,540 But it's actually a really critical point in the customer journey. Okay, so riddle me this 12 00:00:55,540 --> 00:01:01,900 Hmm. Why is that the case? What happens when we step behind that curtain that makes us so much more? 13 00:01:01,900 --> 00:01:05,180 I don't know ready to spend well 14 00:01:05,180 --> 00:01:08,300 So this article it starts the stat that really jumped out at me 15 00:01:08,380 --> 00:01:14,780 Which is that 67% a whopping 67% of shoppers who try clothes on in a store 16 00:01:15,260 --> 00:01:17,260 Will actually buy something Wow 17 00:01:17,780 --> 00:01:22,980 But if they don't even go into the fitting room that number plummets to just 10% 18 00:01:22,980 --> 00:01:26,980 67% okay, that's huge the massive difference 19 00:01:26,980 --> 00:01:32,300 So you're telling me like nearly two-thirds of shoppers are walking out with a purchase just because they tried something on 20 00:01:32,300 --> 00:01:39,140 Yeah, there's got to be something more going on there than just does this fit exactly and and that's what I love about this article 21 00:01:39,140 --> 00:01:43,420 Is that it really gets into the psychology behind it? It's about yeah, you know this feeling of ownership 22 00:01:43,540 --> 00:01:48,260 Okay, when you try something on you're not just seeing it on a hanger anymore, right? 23 00:01:48,260 --> 00:01:51,180 You're seeing yourself in it. You're picturing yourself wearing it out in the world 24 00:01:51,180 --> 00:01:57,820 So right it creates this like immediate tangible connection to the item 25 00:01:57,820 --> 00:02:03,460 Yeah, almost like you already own it totally and that makes it a lot harder to say no to it makes total sense 26 00:02:03,460 --> 00:02:05,620 It's like all of a sudden. It's not just a dress 27 00:02:05,620 --> 00:02:10,940 It's you wearing the dress right and that you feels you know confident stylish 28 00:02:11,020 --> 00:02:13,660 maybe even a little bit fabulous exactly yeah and 29 00:02:14,180 --> 00:02:20,220 Retailers are clearly tapping into that like into that feeling so how do they actually capitalize on that? 30 00:02:20,220 --> 00:02:26,060 How do you design a fitting room experience that keeps people engaged and let's be honest spending money? 31 00:02:26,180 --> 00:02:28,460 Well, that's where this article gets really interesting 32 00:02:28,460 --> 00:02:36,020 They break it down into what they call the three pillars yeah a fitting room success and it's a really really insightful framework 33 00:02:36,020 --> 00:02:37,900 I think okay, let's let's hear about these pillars 34 00:02:37,900 --> 00:02:41,660 What's the first one the first one is all about comfort and privacy? 35 00:02:41,700 --> 00:02:48,860 Okay, which might seem kind of obvious on the surface sure, but you'd be surprised how many retailers just told drop the ball on this 36 00:02:48,860 --> 00:02:55,420 Yeah, no, I get it. I get it. So we're talking clean spacious fitting rooms flattering lighting. Oh 37 00:02:56,380 --> 00:02:59,180 Yeah, that makes you feel good not you know 38 00:02:59,860 --> 00:03:04,320 Yeah comfortable seating for anyone you've dragged along shopping with you. Oh, yeah 39 00:03:04,320 --> 00:03:08,260 I got to keep the keep the shopping buddies happy exactly and and of course 40 00:03:09,140 --> 00:03:12,940 Privacy is key. I mean no one wants to feel like they're on display while they're changing right? 41 00:03:12,940 --> 00:03:20,220 So it's all about creating a space where people feel relaxed comfortable and confident trying things on 42 00:03:21,140 --> 00:03:25,780 100% I've definitely been in those fitting rooms where the lighting is so harsh. You're like 43 00:03:26,340 --> 00:03:32,100 Practically seeing an x-ray vision. Oh, yeah, not exactly what I'm going for when I'm trying on a new swimsuit 44 00:03:32,100 --> 00:03:37,820 Right exactly exactly and that kind of ties into this second pillar, which is all about personalized assistance 45 00:03:37,820 --> 00:03:42,820 Okay, this is we're having like really well-trained sales associates. It can make all the difference 46 00:03:42,820 --> 00:03:46,780 So it's not just about having someone there to grab you a different size if you need it 47 00:03:46,780 --> 00:03:53,140 It's about that like genuine interaction precisely. You know a good sales associate can offer styling advice 48 00:03:53,780 --> 00:04:00,580 Maybe suggest some accessories or even just honestly just make the customer feel seen and heard 49 00:04:00,580 --> 00:04:05,740 Yeah, you know, it's all about building a connection which again feeds into that whole emotional engagement thing 50 00:04:05,740 --> 00:04:12,300 Which ultimately drives sales, right? It's like having your own personal stylist almost which can definitely elevate the whole experience, right? 51 00:04:12,460 --> 00:04:17,380 Okay, so we've got the comfy factor. We've got that human touch. What's the third pillar? 52 00:04:17,540 --> 00:04:23,580 This is where multimedia plus brings in their like their tech expertise, right? 53 00:04:24,060 --> 00:04:27,900 They do and this is where things get really really interesting 54 00:04:28,020 --> 00:04:35,180 So the third pillar is all about technology integration, okay, and how it can be used to actually enhance the fitting room experience 55 00:04:35,180 --> 00:04:39,300 Okay, we're not just talking about you know throwing it a bunch of gadgets just for the sake of it 56 00:04:39,300 --> 00:04:43,180 I do it has to be about adding real value for the customer. Give us an example 57 00:04:43,500 --> 00:04:50,260 How does that actually look in the fitting room? So multimedia plus they have this really cool platform called insight, okay? 58 00:04:50,460 --> 00:04:52,780 And basically it gives sales associates 59 00:04:53,180 --> 00:04:58,820 These tablets that they can use right there in the fitting room. Oh cool to access all sorts of information 60 00:04:59,180 --> 00:05:04,860 They can pull up, you know different color options for you show you similar styles even show you customer reviews 61 00:05:04,860 --> 00:05:11,500 Oh, wow, it's all about just giving you more options and information literally at your fingertips. That's brilliant 62 00:05:11,500 --> 00:05:19,140 I can see how that would be super helpful, especially if you're like on the fence about something. Yeah. Yeah, totally 63 00:05:19,140 --> 00:05:24,900 It's like you know instead of just standing there staring at yourself in the mirror if they need to grab a different size or whatever 64 00:05:24,900 --> 00:05:28,340 Right, you can be you know browsing those recommendations, right? 65 00:05:28,340 --> 00:05:34,820 Maybe exploring some new possibilities like you know add a few more things to that pile while you're at it's like digital windows 66 00:05:34,820 --> 00:05:40,900 Shopping, but it's like completely tailored to your exact interests and like right at that moment. You're already like 67 00:05:41,340 --> 00:05:47,780 Primed to buy exactly. Yeah, and now you've got all these like tempting options like right there at your fingertips, right? 68 00:05:48,100 --> 00:05:54,860 Exactly. Yeah, and speaking of being primed to buy one of their I think most interesting things that this article talks about is this 69 00:05:56,580 --> 00:05:58,620 This power of touch, okay 70 00:05:58,620 --> 00:06:06,500 They argue that that trying on clothes it creates this this emotional connection that you just can't get from like shopping online 71 00:06:06,620 --> 00:06:12,460 Yeah, no, it totally tracks with my own experience like I can scroll through endless pages of shoes online 72 00:06:12,460 --> 00:06:17,140 Right, but like until I actually try them on feel the leather see how they look with my outfit 73 00:06:17,140 --> 00:06:19,820 It's it's just not the same. It's not the same at all 74 00:06:19,820 --> 00:06:25,900 Yeah, and there's something about that, you know that that tactile experience that that sensory engagement 75 00:06:25,900 --> 00:06:31,340 Yeah, that really it just it creates as much much deeper connection with with the item 76 00:06:31,340 --> 00:06:35,820 So it's not just about seeing it on your body. It's about like feeling the fabric 77 00:06:36,660 --> 00:06:42,620 Experiencing the fit firsthand and that's there's something like psychological happening there. Oh, absolutely. Yeah 78 00:06:42,620 --> 00:06:51,460 I mean researchers actually call this embodied cognition this idea that that our physical experiences can directly influence our thoughts and our feelings 79 00:06:51,460 --> 00:06:59,060 Wow, so when you try on like, you know the beautiful cashmere sweater and you feel that softness against your skin, right? 80 00:06:59,420 --> 00:07:03,500 That's actually triggering like these feelings of pleasure and luxury 81 00:07:03,780 --> 00:07:08,700 Interesting which in turn makes you more likely to actually want to own it. That's so interesting 82 00:07:08,700 --> 00:07:17,260 So retailers are like tapping into our subconscious desire. Yes, exactly these like sensory experiences exactly and it's not even just about the touch itself 83 00:07:17,740 --> 00:07:19,740 it's also about that 84 00:07:19,740 --> 00:07:26,340 That immediate feedback that it provides, right? Okay, so you you try something on you get that that 85 00:07:26,780 --> 00:07:32,380 Instant visual feedback in the mirror, right? And then you have this emotional response to that, right? 86 00:07:32,380 --> 00:07:40,300 Yeah, like do you feel, you know confident? Do you feel attractive? Do you feel powerful? Whatever it is. Yeah, those feelings 87 00:07:40,860 --> 00:07:46,460 They're incredibly potent drivers of our behavior. Oh a hundred percent and I think those feelings get even more like 88 00:07:46,460 --> 00:07:53,540 Amplified, you know when you add in that feedback from from other people like I'm much more likely to buy something if like a sales associate 89 00:07:53,740 --> 00:07:59,140 Tells me I look amazing in her or you know, my friend gives me like that knowing nod of approval 90 00:07:59,140 --> 00:08:04,300 Yes, a hundred percent that social validation is so huge and again 91 00:08:04,300 --> 00:08:06,900 It's tapping into those like those innate, you know 92 00:08:07,380 --> 00:08:13,540 human desires for for approval and belonging right and really, you know well-trained sales associate 93 00:08:13,540 --> 00:08:18,300 They could really pick up on those cues and and offer the kind of you know personalized 94 00:08:18,660 --> 00:08:22,260 Compliments and reassurance that that really seals the deal, you know 95 00:08:22,260 --> 00:08:24,540 It's like they're creating this like perfect storm 96 00:08:24,540 --> 00:08:32,940 Yes feel good vibes and and social proof that just makes it like almost irresistible to to say no exactly and and you know 97 00:08:32,940 --> 00:08:37,740 It's so interesting to me about these three pillars like you've got the comfort you've got the personal touch 98 00:08:37,740 --> 00:08:40,180 You've got the the smart use of technology 99 00:08:40,180 --> 00:08:46,940 Great is how they all kind of they work together to create this really seamless and engaging experience. Yeah, no you're totally right 100 00:08:46,940 --> 00:08:52,060 It's it's not about just one thing. It's about creating this whole like this ecosystem 101 00:08:52,060 --> 00:08:57,620 Yes, where everything from the lighting to the staff to the technology. It's all working together 102 00:08:58,220 --> 00:09:02,500 To enhance that emotional connection, right and it kind of makes you wonder 103 00:09:02,500 --> 00:09:10,220 What other what other retail settings could benefit from this kind of like fitting room approach? 104 00:09:10,220 --> 00:09:14,740 Oh, I love where you're going with this. It's not just about apparel. Is it not at all? 105 00:09:14,740 --> 00:09:19,020 Yeah, I mean think about how these principles could be applied to like other industries 106 00:09:19,020 --> 00:09:25,260 Okay, even ones that are already like fairly fairly experience driven. Okay, take like a car dealership for example, okay? 107 00:09:25,260 --> 00:09:31,860 I'm intrigued. Yeah, how would you how would you elevate the car buying experience using this whole fitting room like? 108 00:09:31,860 --> 00:09:36,140 Model, okay, so like imagine this right you walk into the dealership and 109 00:09:36,700 --> 00:09:43,460 Instead of like the usual spiel the salesperson they like invite you to design your your ideal test drive 110 00:09:43,620 --> 00:09:45,900 But like using a touchscreen, right? Oh 111 00:09:46,580 --> 00:09:48,660 So like say you want to see how the car 112 00:09:49,140 --> 00:09:56,360 Handles on like winding roads boom routed right through a scenic route. I like it need to know if that stroller is gonna fit in the trunk 113 00:09:56,360 --> 00:10:01,600 They've got like a virtual demo for that. Oh, whoa, that's next level, right? 114 00:10:01,600 --> 00:10:05,480 It's like they're anticipating your needs before you even like have to ask 115 00:10:06,000 --> 00:10:10,840 Exactly and then imagine if they took it even a step further like they access your profile 116 00:10:10,840 --> 00:10:18,800 They see your you know an Abbot cyclist, okay, and all of a sudden like the backseat is configured to like showcase its bike carrying 117 00:10:19,000 --> 00:10:25,440 Capacity during your test drive smart, right like that's how you create like a really personalized experience exactly, okay? 118 00:10:25,440 --> 00:10:30,120 You've convinced me this whole fitting room concept. It's got like legs way beyond just clothes 119 00:10:30,120 --> 00:10:37,600 Oh, yeah, what other industries come to mind? Well, I mean imagine a furniture store where like instead of you know awkwardly trying to picture 120 00:10:37,720 --> 00:10:45,680 Like a sofa in your living room, right? You can use like augmented reality to actually like place it in your actual home 121 00:10:46,680 --> 00:10:50,800 See how the size and the color work like with your you know your actual decor 122 00:10:50,800 --> 00:10:58,440 That's amazing. Maybe even like get a sense of how the fabric like feels through, you know haptic feedback whoa 123 00:10:58,960 --> 00:11:02,800 Okay, I need that technology in my life like yesterday, right and get impulse buys 124 00:11:02,800 --> 00:11:09,960 I'd be making like impulse renovations exactly or like think about you know musical instruments like imagine trying out a guitar 125 00:11:10,400 --> 00:11:15,540 In like a found-proof booth, okay that like simulates different concert venues 126 00:11:15,540 --> 00:11:21,300 Oh, wow, right or like a makeup counter where augmented reality lets you you know 127 00:11:21,420 --> 00:11:25,900 Try on different shades and looks in like real-time. These are blowing my mind 128 00:11:25,900 --> 00:11:34,220 It makes you realize like every retail experience could like benefit from this kind of like thoughtful and engaging approach 129 00:11:34,500 --> 00:11:41,740 Exactly it all comes down to you know really understanding the customer's journey, right anticipating their their needs their desires 130 00:11:41,740 --> 00:11:46,980 Yeah, and then using technology and you know that human interaction to really create an experience 131 00:11:46,980 --> 00:11:54,180 That's both memorable and impactful. It's so interesting how much like thought actually goes into designing these experiences 132 00:11:54,180 --> 00:11:56,500 It's a whole other level of like strategy 133 00:11:56,500 --> 00:12:00,300 It's not just like putting products on shelves and hoping people buy them 134 00:12:00,300 --> 00:12:06,940 It really isn't yeah, you know the retailers that get this right that create those truly immersive engaging experiences 135 00:12:06,940 --> 00:12:13,060 Those are the ones that are gonna like really thrive. Yeah in this, you know increasingly competitive landscape 136 00:12:13,060 --> 00:12:15,060 It's like they're not just selling a product anymore 137 00:12:15,060 --> 00:12:21,500 It's they're selling a feeling an aspiration and experience, you know, and that's the key difference, isn't it? 138 00:12:21,500 --> 00:12:28,300 It's about creating that emotional connection that sense of value that that goes beyond just the you know 139 00:12:28,580 --> 00:12:33,620 Transaction itself. Wow, I think we've given our listeners like a lot to ponder today 140 00:12:33,620 --> 00:12:41,340 Who knew that like a deep dive on fitting rooms would lead us to like rethink the entire retail experience? 141 00:12:41,340 --> 00:12:42,700 It's just goes to show you, you know 142 00:12:42,700 --> 00:12:47,780 There's always more than meets the eye even in the most like seemingly mundane places so true 143 00:12:47,940 --> 00:12:54,180 So listeners next time you're out shopping take a minute to actually pay attention to like those little details 144 00:12:54,180 --> 00:12:57,740 Yeah, yeah, how does the environment make you feel? You know, are there like 145 00:12:57,740 --> 00:13:05,220 Opportunities for engagement for interaction. You might be surprised how much those like subtle cues are actually influencing your own 146 00:13:05,700 --> 00:13:09,380 Purchasing decisions. Yeah, for sure. And and if you're a retailer yourself 147 00:13:09,380 --> 00:13:15,540 I really encourage you to to think about, you know, how you can apply these principles to your business, right? 148 00:13:15,540 --> 00:13:21,260 To create a more, you know engaging and and really delightful experience for for your customers 149 00:13:21,380 --> 00:13:22,460 Couldn't agree more 150 00:13:22,460 --> 00:13:30,500 This was such a fascinating deep dive and for all of you listening keep those insightful questions coming until next time happy shopping