Arts
All aboard, including the non-shopper!
“Theirs not to make reply,
Theirs not to reason why,
Theirs but to shop or die.”
If you visit many clothes shopping outlets, this picture is one that is very hard to miss. There are two easy ways to find out where the ladies’ changing rooms are. The extremely long queues and the line of faithful men/lads leaning against a wall or a clothes rack, one eye turned towards the phone in their hand and the other towards the booth where their significant other is. Patiently waiting to comment on the outfit chosen or to run off and fetch an outfit of a different size.
This is a familiar picture from around the world (but let’s focus on Sri Lanka). This isn’t also always tied to women shopaholics. It is simply true for all shopaholics when they go shopping with their significant other, where the shopaholic is the one who calls the shots and the partner is a non-shopaholic.
It is also important to note that this phenomenon is most prominent with couples. If the shopaholic is the mother or sister or even a friend this isn’t applicable. If it’s not the significant other, the non-shopaholic always has the option of complaining and whining. If it’s the significant other, you complain and whine at your own peril.
The sad reality is that the non-shopaholic partner in the relationship is doomed to long waits in quiet desperation on most shopping outings. Shops spend millions on attracting shoppers but sadly, don’t seem to have realized the plight of the non-shopaholics.
But is this because there is nothing that can be done? Are we the non-shopaholics doomed to suffer in silence? Are we condemned to fight this plight on our own? It seems that the only solace is the phone. Woe betide the poor fools who forget to charge their phones. Come to think of it, phones should have a “I’m stuck shopping” mode which would extend battery life while allowing the user to do whatever activity that would help pass the time.
But are shopping outlets missing a trick? Has all the money spent on marketing strategies told them nothing about what to do for the non-shopaholics? A point to note that is even though the shopaholic partner in a relationship wants to go to the places they best like, they will also consider their partner’s needs.
So what can shops do? Well it really isn’t that hard. The most important thing for a non-shopper is a place for them to sit, especially while their partner tries on new outfits. Some places give a meek and honestly dismal attempt at this by providing one or two seats. This is only justifiable if your shop is hoping to serve just one or two people at a time. It only sparks anger if you have your seat stolen when you get up momentarily to talk to your partner. Shops don’t seem to realize the delight a non-shopper feels when they see a simple seat. A wooden seat seems like the epitome of comfort to a non-shopper when tired from endless hours of browsing.
Next is a little entertainment. Most places like to have a TV playing “Fashion TV”. While this is appropriate for a shopping outlet they must realize the risks too. If your partner is a bit of the jealous type, man are you in trouble if you get caught staring at models? A better option would be to play something that is neutral and acceptable to all – a movie or some TV show. However this too can be tricky. If it captivates the viewer so much so that they don’t notice the calls of their partner, they are going to be in so much trouble.
Free WiFi and a charging station would be greatly appreciated. However if the above two are available then this might be more of an optional extra. In fact everything else that shops do to attract the non-shopper can be counted as bonus points.
Now as a shop owner if you’re wondering what benefit this holds for you, it’s this. There are actually two very important points that can be a huge money maker for shops. First and fore- most you win the vote of the non-shopper. You may even actually get them recommending your shop when their partner asks where to go. The significance of this is that, this is a chance for couples to bond and a place that both agree on is going to be the first place they visit.
Secondly you get to keep your shoppers for longer. A tired non-shopper is quite often going to suggest a different place because that would give them a break from shopping. However if you keep them relaxed and/or entertained, they are going to be inclined to encourage their partners to look a little more before moving on. That extra time maybe what is needed for the shopper to find what they like and make that purchase at your place rather that at the next outlet.
In the end there is one important point. Shopping becomes win-win for everyone.