These days there aren’t many stores that don’t aim to appeal to women. Women are still the biggest shoppers, whilst men may have lightly closed the gap and aren’t far behind on spending, women are still spending on average £1087 annually on clothes. For many women shopping is considered a much loved hobby, something to be enjoyed when there’s time to meander around the shops hunting out the latest treasures on offer.
There are many different types of female shopper on our high streets, visiting our charity shops:
The lunch break shopper – This lady pops into your shop for 5/10 minutes, to appeal to them you need to make sure the window display is looking tip top to attract them in, if they’ve only got a short amount of time you need to wow them so they come to you not one of your competitors. As they are short of time they won’t have time to browse, a great way to make a sale from them is to have a rail of your key fashion items on a rail positioned at the very front of the store. The selection on your rail doesn’t need to be all your most expensive/best stock just a mix of your stores favourite items that they can quickly browse and buy.
The Charity Shop moocher – This lady is a regular charity shopper, she’s got lots of time to spend in our shops, so she can be more selective and sometime harder to tempt. To appeal to her you need to make sure you are getting fresh stock on your shop floor every day to keep her coming in regularly. To make her shopping easier you could have a rail that is for your latest stock in or tent cards next to products that state ‘new in’ to catch her attention.
The Bargain Hunter – This lady is price driven, not necessarily meaning she only wants cheap stuff, but that she wants to pay a ‘bargain’ price for items. Highlighting great deals in your shop or running promotions will appeal to her, if you know the price of an item in your store at its full high street price and you’re selling the item in pretty near perfect condition then write it on the tag. For example if the Cath Tate bag your selling is currently retailing at £44.99 and you’re selling it at £13.99 then sharing that with your customer could help them make the final decision about purchasing.
The errand runner – This lady is about on our high streets using the local facilities, she’s not out to shop, so a great display or clearly visible promotions and offers might tempt her in. She’s probably gone out not intending to spend money but if you catch her eye, she might start purchasing. Turning the temptation into a sale could be a simple as having some signs up saying that you accept card payments to end her hesitation.
The opportunist – This lady is a savvy shopper, she’s out to pounce on a great item at a great price, and she’s also after picking up items cheaply that she could up-cycle and sell or items that she could sell on eBay. Essentially she wants to buy something from us and sell it on at a profit. There’s nothing wrong with this, the customer is taking the risk and we’ve got the money in the till. To appeal to this lady, information is key, if you’re selling collectibles or valuables then creating price tickets with as much information as possible can help get the sale and you can potentially get more money for the item if you’re spending the time researching and presenting it well. The opportunist likes buying clothing so making sure your sorting room has a brand guide of some of the more obscure labels of items like men’s denim brands can prove very valuable both for maximising the price you charge for them as well as getting your teams to flag them up to the opportunist shopper who will snap them up.
Of course these aren’t the only types of female shopper that come into charity shops, there are many more as well. But these are some of the main ones that are well worth keeping in mind when thinking about creating displays and layouts to entice them to turn their browsing into sales.