Ever notice how like you're way more likely to buy something once you've actually tried it on?
Oh, absolutely. It's like we all know we're suckers for a little retail therapy, right?
But it turns out there's some serious psychology happening in that fitting room. Yeah, yeah
So that's what we're diving into today figuring out how retailers can turn that tiny space
Into like a total sales powerhouse interesting and we've got a great source for this deep dive an article by multimedia plus
Oh, they're all about creating those like next level in-store experiences, right and
Their piece the importance of the fitting room experience in apparel retail
It came out in June 2024 and it's got some seriously interesting insights. Oh cool
So ready to like rethink the fitting room. Let's do it
You know, I think most people probably don't give a lot of thought to the fitting room
But it's actually a really critical point in the customer journey. Okay, so riddle me this
Hmm. Why is that the case? What happens when we step behind that curtain that makes us so much more?
I don't know ready to spend well
So this article it starts the stat that really jumped out at me
Which is that 67% a whopping 67% of shoppers who try clothes on in a store
Will actually buy something Wow
But if they don't even go into the fitting room that number plummets to just 10%
67% okay, that's huge the massive difference
So you're telling me like nearly two-thirds of shoppers are walking out with a purchase just because they tried something on
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
Is that it really gets into the psychology behind it? It's about yeah, you know this feeling of ownership
Okay, when you try something on you're not just seeing it on a hanger anymore, right?
You're seeing yourself in it. You're picturing yourself wearing it out in the world
So right it creates this like immediate tangible connection to the item
Yeah, almost like you already own it totally and that makes it a lot harder to say no to it makes total sense
It's like all of a sudden. It's not just a dress
It's you wearing the dress right and that you feels you know confident stylish
maybe even a little bit fabulous exactly yeah and
Retailers are clearly tapping into that like into that feeling so how do they actually capitalize on that?
How do you design a fitting room experience that keeps people engaged and let's be honest spending money?
Well, that's where this article gets really interesting
They break it down into what they call the three pillars yeah a fitting room success and it's a really really insightful framework
I think okay, let's let's hear about these pillars
What's the first one the first one is all about comfort and privacy?
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
Yeah, no, I get it. I get it. So we're talking clean spacious fitting rooms flattering lighting. Oh
Yeah, that makes you feel good not you know
Yeah comfortable seating for anyone you've dragged along shopping with you. Oh, yeah
I got to keep the keep the shopping buddies happy exactly and and of course
Privacy is key. I mean no one wants to feel like they're on display while they're changing right?
So it's all about creating a space where people feel relaxed comfortable and confident trying things on
100% I've definitely been in those fitting rooms where the lighting is so harsh. You're like
Practically seeing an x-ray vision. Oh, yeah, not exactly what I'm going for when I'm trying on a new swimsuit
Right exactly exactly and that kind of ties into this second pillar, which is all about personalized assistance
Okay, this is we're having like really well-trained sales associates. It can make all the difference
So it's not just about having someone there to grab you a different size if you need it
It's about that like genuine interaction precisely. You know a good sales associate can offer styling advice
Maybe suggest some accessories or even just honestly just make the customer feel seen and heard
Yeah, you know, it's all about building a connection which again feeds into that whole emotional engagement thing
Which ultimately drives sales, right? It's like having your own personal stylist almost which can definitely elevate the whole experience, right?
Okay, so we've got the comfy factor. We've got that human touch. What's the third pillar?
This is where multimedia plus brings in their like their tech expertise, right?
They do and this is where things get really really interesting
So the third pillar is all about technology integration, okay, and how it can be used to actually enhance the fitting room experience
Okay, we're not just talking about you know throwing it a bunch of gadgets just for the sake of it
I do it has to be about adding real value for the customer. Give us an example
How does that actually look in the fitting room? So multimedia plus they have this really cool platform called insight, okay?
And basically it gives sales associates
These tablets that they can use right there in the fitting room. Oh cool to access all sorts of information
They can pull up, you know different color options for you show you similar styles even show you customer reviews
Oh, wow, it's all about just giving you more options and information literally at your fingertips. That's brilliant
I can see how that would be super helpful, especially if you're like on the fence about something. Yeah. Yeah, totally
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
Right, you can be you know browsing those recommendations, right?
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
Shopping, but it's like completely tailored to your exact interests and like right at that moment. You're already like
Primed to buy exactly. Yeah, and now you've got all these like tempting options like right there at your fingertips, right?
Exactly. Yeah, and speaking of being primed to buy one of their I think most interesting things that this article talks about is this
This power of touch, okay
They argue that that trying on clothes it creates this this emotional connection that you just can't get from like shopping online
Yeah, no, it totally tracks with my own experience like I can scroll through endless pages of shoes online
Right, but like until I actually try them on feel the leather see how they look with my outfit
It's it's just not the same. It's not the same at all
Yeah, and there's something about that, you know that that tactile experience that that sensory engagement
Yeah, that really it just it creates as much much deeper connection with with the item
So it's not just about seeing it on your body. It's about like feeling the fabric
Experiencing the fit firsthand and that's there's something like psychological happening there. Oh, absolutely. Yeah
I mean researchers actually call this embodied cognition this idea that that our physical experiences can directly influence our thoughts and our feelings
Wow, so when you try on like, you know the beautiful cashmere sweater and you feel that softness against your skin, right?
That's actually triggering like these feelings of pleasure and luxury
Interesting which in turn makes you more likely to actually want to own it. That's so interesting
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
it's also about that
That immediate feedback that it provides, right? Okay, so you you try something on you get that that
Instant visual feedback in the mirror, right? And then you have this emotional response to that, right?
Yeah, like do you feel, you know confident? Do you feel attractive? Do you feel powerful? Whatever it is. Yeah, those feelings
They're incredibly potent drivers of our behavior. Oh a hundred percent and I think those feelings get even more like
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
Tells me I look amazing in her or you know, my friend gives me like that knowing nod of approval
Yes, a hundred percent that social validation is so huge and again
It's tapping into those like those innate, you know
human desires for for approval and belonging right and really, you know well-trained sales associate
They could really pick up on those cues and and offer the kind of you know personalized
Compliments and reassurance that that really seals the deal, you know
It's like they're creating this like perfect storm
Yes feel good vibes and and social proof that just makes it like almost irresistible to to say no exactly and and you know
It's so interesting to me about these three pillars like you've got the comfort you've got the personal touch
You've got the the smart use of technology
Great is how they all kind of they work together to create this really seamless and engaging experience. Yeah, no you're totally right
It's it's not about just one thing. It's about creating this whole like this ecosystem
Yes, where everything from the lighting to the staff to the technology. It's all working together
To enhance that emotional connection, right and it kind of makes you wonder
What other what other retail settings could benefit from this kind of like fitting room approach?
Oh, I love where you're going with this. It's not just about apparel. Is it not at all?
Yeah, I mean think about how these principles could be applied to like other industries
Okay, even ones that are already like fairly fairly experience driven. Okay, take like a car dealership for example, okay?
I'm intrigued. Yeah, how would you how would you elevate the car buying experience using this whole fitting room like?
Model, okay, so like imagine this right you walk into the dealership and
Instead of like the usual spiel the salesperson they like invite you to design your your ideal test drive
But like using a touchscreen, right? Oh
So like say you want to see how the car
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
They've got like a virtual demo for that. Oh, whoa, that's next level, right?
It's like they're anticipating your needs before you even like have to ask
Exactly and then imagine if they took it even a step further like they access your profile
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
Capacity during your test drive smart, right like that's how you create like a really personalized experience exactly, okay?
You've convinced me this whole fitting room concept. It's got like legs way beyond just clothes
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
Like a sofa in your living room, right? You can use like augmented reality to actually like place it in your actual home
See how the size and the color work like with your you know your actual decor
That's amazing. Maybe even like get a sense of how the fabric like feels through, you know haptic feedback whoa
Okay, I need that technology in my life like yesterday, right and get impulse buys
I'd be making like impulse renovations exactly or like think about you know musical instruments like imagine trying out a guitar
In like a found-proof booth, okay that like simulates different concert venues
Oh, wow, right or like a makeup counter where augmented reality lets you you know
Try on different shades and looks in like real-time. These are blowing my mind
It makes you realize like every retail experience could like benefit from this kind of like thoughtful and engaging approach
Exactly it all comes down to you know really understanding the customer's journey, right anticipating their their needs their desires
Yeah, and then using technology and you know that human interaction to really create an experience
That's both memorable and impactful. It's so interesting how much like thought actually goes into designing these experiences
It's a whole other level of like strategy
It's not just like putting products on shelves and hoping people buy them
It really isn't yeah, you know the retailers that get this right that create those truly immersive engaging experiences
Those are the ones that are gonna like really thrive. Yeah in this, you know increasingly competitive landscape
It's like they're not just selling a product anymore
It's they're selling a feeling an aspiration and experience, you know, and that's the key difference, isn't it?
It's about creating that emotional connection that sense of value that that goes beyond just the you know
Transaction itself. Wow, I think we've given our listeners like a lot to ponder today
Who knew that like a deep dive on fitting rooms would lead us to like rethink the entire retail experience?
It's just goes to show you, you know
There's always more than meets the eye even in the most like seemingly mundane places so true
So listeners next time you're out shopping take a minute to actually pay attention to like those little details
Yeah, yeah, how does the environment make you feel? You know, are there like
Opportunities for engagement for interaction. You might be surprised how much those like subtle cues are actually influencing your own
Purchasing decisions. Yeah, for sure. And and if you're a retailer yourself
I really encourage you to to think about, you know, how you can apply these principles to your business, right?
To create a more, you know engaging and and really delightful experience for for your customers
Couldn't agree more
This was such a fascinating deep dive and for all of you listening keep those insightful questions coming until next time happy shopping