When our clients experience our products up close, that gives us a huge opportunity to EXCITE them with just the right amount of information, whilst EQUIPPING them with the right kit for any adventure.
Explorers use all of their human senses whilst on an adventure. In a “physical” environment, we have the chance to activate these senses. This is what separates it from the “online world”.
• You confidently demonstrate (“Demo”) a TNF kit.
• You help your customers experience our products anywhere in the store.
This adventure will teach us how to give our customers the best possible experience.
The concept of the five senses known to us today goes back to Aristotle, a wise philosopher from Ancient Greece. The five senses are: Sight, Taste, Touch, Hearing and Smell. We make sense of information based on what is perceived by each of these senses. Whilst in our exploration hub, our customers should be encouraged to use their senses. It’s our job to make sure we stimulate each sense in a positive way.
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The
5 senses
are:
TOUCH
They feel encouraged to EXPERIENCE our kit by feeling and trying it on.
HEARING
They hear us ask useful questions and tell stories, and they listen to the music playing in the store.
SIGHT
They see presentations of our products and store campaigns, and they check the details and technology of our apparel and footwear. They also look at themselves in the mirror whilst wearing our kit.
TASTE
This will be the least used sense, unless of course we decide to offer water or coffee in-store.
SMELL
They will use this sense too. Notice the smell of our footwear! If any of our materials have a positive smell, encourage the customer to notice this.
DEMONSTRATION EXCELLENCE
Research shows that 70% of customers who try on or test a product, end up making a purchase.
Remember: we are always authentic. Never lie to a customer about how a garment looks on them just to get a sale.
A DEMONSTRATION, or DEMO, is the perfect way for our customers to experience our products. Here are some useful tips from successful stores…
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Enjoy Yourself
We know smiling works at the GREET stage; it does here too. Enjoy yourself and your positivity will be contagious.
Ask & Tell
Don’t make it one-sided: ask questions, but also explain things whilst the customer is trying apparel on.
Use the Environment
The more we use every element of the store for the customer’s experience, the better. The store should be used to create excitement.
Hand it to them
Take the jacket and help the customer put it on. We call this sizing the jacket! Additionally, always allow the customer to briefly touch shoes and garments.
Try it on Yourself
When you both have the same garment on, you get to share how it feels on you. This is a great way to deepen your connection by matching and mirroring.
Hand Gestures
Use your own body to demonstrate what the customer should be experiencing.
Offer Opinions
Notice the garment’s length, and how it fits over the customer’s shoulders, back and waist. Ask how the customer feels before offering an opinion.
Take Control
Doing something rather than asking can work. Telling a customer, “Let me demonstrate this for you” works better than asking them, “Would you like to see the latest technology?”.
Speak Slightly Louder
EXPLORING ON MY OWN customers often enjoy listening in on other shoppers being served. Speak 20% louder than normal and you will be selling to more than one person at a time, all the while creating EXCITEMENT.
Enjoy Yourself
We know smiling works at the GREET stage; it does here too. Enjoy yourself and your positivity will be contagious.
Ask & Tell
Don’t make it one-sided: ask questions, but also explain things whilst the customer is trying apparel on.
Use the Environment
The more we use every element of the store for the customer’s experience, the better. The store should be used to create excitement.
Hand it to them
Take the jacket and help the customer put it on. We call this sizing the jacket! Additionally, always allow the customer to briefly touch shoes and garments.
Try it on Yourself
When you both have the same garment on, you get to share how it feels on you. This is a great way to deepen your connection by matching and mirroring.
Hand Gestures
Use your own body to demonstrate what the customer should be experiencing.
Offer Opinions
Notice the garment’s length, and how it fits over the customer’s shoulders, back and waist. Ask how the customer feels before offering an opinion.
Take Control
Doing something rather than asking can work. Telling a customer, “Let me demonstrate this for you” works better than asking them, “Would you like to see the latest technology?”.
Speak Slightly Louder
EXPLORING ON MY OWN customers often enjoy listening in on other shoppers being served. Speak 20% louder than normal and you will be selling to more than one person at a time, all the while creating EXCITEMENT.
LINKING FEATURES TO BENEFIT
When demonstrating our garments and shoes, it´s better to focus on what they have to offer to our customer.
Make sure to LINK the feature and the benefit by using statements like “Gives you”, “You will feel”, “Allows you to” or “Stops you...”. Even if it’s a single word (e.g. “grip”), it’s important to create a clear image of what that benefit means for the customer. For example: “The grip will help you on difficult trails”.
Linking features to benefits is great. However, once customers have the kit on, we can ALSO link what the customer is EXPERIENCING to benefits.
Waterproof
Link
“Gives you”
Benefit
All-day dryness
Lightweight
Link
“You will feel”
Benefit
Light as a feather throughout your adventures.
Flat felled seams
Link
“Stops you…”
Benefit
From getting any annoying abrasions from seams.
Inside pocket with headphone port
Link
“Allows you to…”
Benefit
Easily answer calls or listen to music.
...WHEN TRYING ON
Linking features to benefits is great. However, once customers have the kit on, we can ALSO link what the customer is EXPERIENCING to benefits.
How does that feel?
Link
“It makes you”
Benefit
Look ready for any adventure.
What do you feel?
Link
“You look”
Benefit
Really comfortable.
I can make the feel of this jacket even better…
Link
“Because..”
Benefit
I have a fantastic fleece that works really well under it!
That fit seems great…
Link
“I can sense”
Benefit
You will get a lot of wear out of your jacket.
DEMO EXCELLENCE IN ACTION…
when linking features and experiences to benefits
Imagine you have discovered that your customer needs a multi-purpose jacket that they can wear all year round. They want to use it to go to their office in the city, but also whilst hill walking. Money is not their main concern; however, they have stressed that value for money is important to them.
You can say – “Thanks for sharing! I would recommend the Triclimate Jacket first, as it meets all of your needs. We have the Futurelight Triclimate, which is the most breathable, waterproof membrane in-store. It will be perfect for your hill walks, in case you get caught in a downpour.”
While you’re talking, take the jacket off the hanger and give it to the customer so they can feel the membrane and the outer.
You can now say, “Now, let’s try this on you. Try it with BOTH layers”.
Once the customer has it on, ask how it feels. The customer will say, “Hey, it feels comfortable”.
You can say, “That’s great! It looks comfortable and sits well across your chest, especially with the mid layer. Now let’s look at the other two options you have for this jacket…”
Procceed to encourage the customer to try on the outer jacket on their own… This will allow you to offer OTHER mid-layers as an add-on sale. You can link this to the customer’s need for mid-layers for each season…
DEMO EXCELLENCE IN ACTION…
when dealing with different types of customers
We know that every customer is different. We must adapt the way we demonstrate, in order to help them EXPERIENCE our kit.
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FILL MY BACKPACK!
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TIME is key for this customer so keep it quick. Check if they have TIME for a quick Demo; this may be useful if they were unable to get the real experience online.
Introduce a MAXIMUM of 2 features and benefits.
Keep a positive and energetic body language (shoulders back / standing up straight will show the customer that you are efficient and effective).
If you don’t have exactly what they require, you have 2 options:
1. Confidently suggest an ALTERNATIVE - “Unfortunately the Evolve Triclimate isn’t available in your size. However, I have the fantastic Carto Triclimate and I’m going to get it on you so you can feel its shape and size, and I’m also going to get the Evolve in your size sent to your home”. The customer may not have time to wait for an order; however, you have shown them a higher spec Jacket that isn’t that much more expensive and that they can purchase there and then.
2. Use LOCATE to locate the item.
LET'S EXPLORE
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When demonstrating, keep it SIMPLE and CLEAR, focus mostly on the benefits and encourage the customer to imagine themselves using the product in the wild!
If other experienced team members are available, introduce them and let them join in on the fun; if they are busy refer to them…
E.g., “The Hedgehog shoes are one of our best-selling hiking shoes! Let me call John over; he always wears them whilst hiking and he can give you the real story”.
Take me to the summit
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INVOLVE them. These customers MAY know more than you do. Encourage them to demonstrate the garment! Letting them take charge may even give you tips on how to demonstrate our kit.
SHARE. Introduce yourself and tell them why you love TNF. Tell the customer how excited you are to be talking to them today.
Let them know that you will make TIME for them, but that you may need to help others if it gets very busy, and then return to them and give them all the time they need.
Offer a PERSONALISED experience. If they don’t have the time, make an appointment for them to come back at a later time. Recognise and build upon their knowledge.
IN / OUT APPROACH TO FITTING ROOM SUCCESS
We should always encourage our customers to TRY our products ON. We want to use EVERY area of the store to create an ADVENTURE HUB. We will ALWAYS aim for our customers to experience our products anywhere; however we do have a couple of areas of the store dedicated to EXPERIENCING our kit. Here are some best practices about using these areas. Let´s start with the IN / OUT APPROACH TO FITTING ROOM SUCCESS.
