Vend’s 2016 Holiday Retail Boot Camp Day 10: Remove Friction


Speed is critical to converting last-minute customers, especially during the holidays. Remember, these shoppers are pressed for time and need to complete their purchases ASAP. They want to browse, shop, and pay with ease. That’s why you should remove any friction points that are slowing down the shopping experience, and ensure that shoppers can get their hands on products in the most convenient way possible.

Here are some things you could look into:

  • Set up the necessary signage, and arrange fixtures in a way that makes it simple to navigate your store. You want shoppers to quickly and easily find what they’re looking for when they’re in the shop.
  • Clearly point out where people can find gifts for men, women, kids, etc. Train your employees to know where everything is so they’re prepared to help shoppers who need assistance.
  • Instruct your staff to be diligent with cleaning and organizing your store. Have them move about the shop and be on the lookout for disorganized products or items that aren’t in their proper shelves, so they can tidy up immediately.
  • Apply store navigation improvements to your ecommerce shop. If you’re selling online, create banners or even special navigation links for the season. (For example: why not have a collection or page filled with your top holiday products or gift items, then put up a link in your navigation bar to direct people to the page? You should also have holiday-themed banners on your front page so visitors can get to your offers or products in as few clicks as possible.)

See: Day 11.

About Nikki Michaels

Nikki is Vend's content and copy wizard. American-born and Auckland-based, she's into reading (a lot), writing (obviously), and travelling (always).