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I recently read about a new retail trend: Try-on fees. Is this just going to push customers away?
According to this article: http://today.msnbc.msn.com/id/43581901/ns/today-style/t/pay-try-clothes-stores-consider-dressing-room-fees/ retailers in Australia have started charging customers a try-on fee, which is refunded to the customer upon purchase. "Merchants following the new trend hope to limit the frequency of customers feeling out the goods in person, then heading to the Internet to ferret out a better price." Will this new trend benefit stores by keeping customers out who aren't serious about making a purchase? Or will it just end up pushing potential customers away?
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5 Answers
Well, I've never heard of this trend, certainly not in the US. It's amazing what reporters make a story out of (note the word "considering"......as in 'fat chance').
Of course James has it exactly right. Most would try on the garment, pay a small fee, and then forever more buy from an on-line dealer of the same brand.
I just don't think retailers are dumb enough to do that. It's not like the airlines, who have very little real competition and are now charging for the smallest amenity, because they can (or at least they THINK they can). Retailers can't. Too much competition.
And as far as I can tell, they're busy trying to figure out how to engage customers and bring them into their stores, not toss them into the self-service line (which means OTHER retailers in other channels).
The challenge of this decade for retailers is finding a way to make the in-store experience relevant again. Charging for fitting rooms is obviously not the answer. Seriously.
This ridiculous idea came about from the Wall Street Journal quoting "Australian" retailers as resorting to try-on fees. There has been discussion from ski boot retailers, bike retailers etc who spend considerable time with customers - fitting them properly - who find the customer then goes and buys from the internet. But, generally speaking, try on fees are not happening here.
Majority of retailers would rue the day they tried this....because customers would hate them and never ever go back.
Stupidity.
If I were forced to pay to try-on clothes, I would DEFINITELY purchase the item on the internet afterward. Currently, my only reason for not doing this is that I think it's generally a shady to do. You're effectively abusing the service they provide by trying on clothes with the express purpose of purchasing them later online at a better rate. The reason you can get items at a better rate online is because the online merchants do not have to support a brick and mortar store that allows for things like trying on clothes. By paying for the service of trying on clothing, all of the moral concerns surrounding purchasing the item later online for cheaper are thrown out the window.
I'm actually all for such a system, provided that it is implemented intelligently. As in, if someone ends up actually purchasing an item, they should not be charged any try-on fees, and the try-on fees should be reasonable. I'd be able to get clothes cheaper, without any of the moral concerns that currently prevent me from trying on clothes to buy online.
I buy clothes about once every 2.3 years, on average - and it's usually because I'm forced into a store. But once I'm in there I'll start looking around and wanting to try things on. Twenty minutes later I'm looking at like 4 pairs of jeans and a couple of shirts, figuring I may as well just get this thing all done at once. Now if a particular store required a try-on fee I'd tell them right where they could put that - but more importantly, in knowing of the fee, I wouldn't even step into the store. I'm just one type of profile, but there is a 0% chance of getting my business.
I do a lot of work in the action sports arena. All the retailers like this idea, but none of them have actually done it for fear of upsetting the customer. It is a backlash against those customers who come to the store to try on ski boots (or other items) and then go on line and buy them. The real answer is to provide so much great service that the customer does not leave and buy online.
I have more stores that are helping the customer "do the math" -
* What if they ship you the wrong thing?
* I have fit you perfectly, I'm going to be here day in and day out. What if there is a problem with what you buy on the internet?
* You can leave, place your order and WAIT. Or, you get to take this home TODAY. Which is better?
Dan Jablons
Retail Smart Guys
www.retailsmartguys.com
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