Everyone nowadays has their hands full. We go shopping, we are carrying our briefcases, handbags, coats, gloves, etc. We do not have enough hands for everything. Chapter 4 of “Why We Buy” is titled “You Need Hands”.
Their studies have shown that customers are unlikely to pick up baskets on their own, though almost always accept one when they are carrying at least 3 items in their hands. Once they have the basket, their carrying capacity increases and they are more likely to select more merchandise because they are not limited to what they can balance in their arms. Average transaction goes up, customers have been given excellent service, and another day passes in the world of retail.
At my work, a clothing retailer, we have a similar notion about the volume someone will try on after they have selected too many items to carry. If someone is carrying at least 2 items, we offer to start them a fitting room. Their arms are emptied and ready to choose more items, they will go to the fitting room (which increases the possibility of a sale) and we provide excellent service all at once. It’s a win-win.
How Big Does a Shopping Cart Need to Be?
pennies in shopping cart
What if grocery stores only offered hand baskets? People would cram as much as they could into one, but the weight would cause them to shop shorter because of the heaviness. Heavy items like gallons of milk or jars of pickles would be more carefully considered and ultimately, less purchased. Mothers would bring their whole families along so that everyone could carry a basket, which would make the store noiser, whinier, and more crowded. Sounds like a fatal mistake for the grocery stores’ sales, right?
Of course, a paper goods store should only offer a hand basket, because their items are small and light, but as a customer walks throughout the store, it is likely they will want to choose more than they can carry all at once.
Apparel stores should offer shopping bags, the reusable sort. These are less bulky than baskets and are much more comfortable to carry about.
So consider your merchandise, and know that average transaction goes up when stores make necessary assistance more available to customers.
-Paco Underhill, “Why We Buy”