Even though they had been coming to the store for four years with their dad. And every time they visited, they stopped to look at the tiny laptops displayed near the door.
Every visit, they dreamed about having their own computer.
The laptops were so small.
Just the right size for a kid.
But the laptops were just something the girls talked about.
And dreamed about.
But, this time the girls’ visit to the store was different
They’d learned to understand the prices. They could read the signs.
They realized if they put their money together, they could almost afford to buy themselves a laptop.
The girls found a sales clerk to help them. He asked them their price range, and recommended a laptop to suit them. He told them to come back on Boxing Day to get the best deal.
The girls were ecstatic
They went home and scrutinized their bank statements.
They saved their birthday money.
They emptied out their piggy banks, and counted out their coins.
They asked for a ride to the bank to withdraw money.
Finally, the big day arrived
The two sisters got their dad to take them back to the store.
They found their sales clerk.
And their laptop.
They paid for it.
And took home their very own computer.
How do you think they felt at that moment?
And where do you think they’ll shop when they buy their next computer?
You might have shoppers like these two little girls
Shoppers that love the your products, but don’t have the money to buy them. Yet. Shoppers who aspire to a lifestyle that at first they can’t afford.
The girls were aspirational shoppers
Aspirational shoppers could be anyone.
They could be young.
They could be starting out in their careers.
They may have young families.
They may be changing jobs.
They are shoppers who browse, but don’t buy.
They come back, time & again.
Maybe for years.
Until they save up the money for something special.
Or earn a little more.
Then they return to the store where they were treated well.
Where they browsed, and dreamed.
Where they imagined themselves with a new lifestyle.
What are you doing to court aspirational customers?
Are you frustrated because they’re ‘just browsing’?
Or are you helping them dream?
Recommended Product: Why Customers Aren’t Buying (And How To Fix It): The Pinwheel Principle
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