The fitting room is where most customers make their final purchasing decisions.
Fitting rooms are an essential element in your customers’ overall shopping experience. Customers who try on clothes in fitting rooms have a conversion rate of 67% and shoppers who use them spend a third of their in-store time there. A well thought out fitting room will subconsciously tell your customer that they look good in your store and in your products. This is vital for closing “on the fence” sales that you would otherwise miss out on.
FITTING ROOM MIRRORS AND CUSTOMER PSYCHOLOGY
There are horror stories about how customers feel when they step into a dressing room with bad lighting and unflattering mirrors. One customer at a trendy retail store said “I can’t believe how much weight I’ve gained, nothing looks good on! I don’t want to try anything else on! I feel so gross“. What she didn’t realize was the mirror was so badly distorted it actually added 10 pounds to her reflection and not her actual figure.
Best Selling Author of The Body Love Manual, Elizabeth “Lily” Hills describes her first real body insecurities were triggered when trying on a bathing suit in a dressing room in her teenage years:
“As I examined myself in the dressing room mirror, under the full glare of the unforgiving lights that changing rooms are notorious for…my judgments began to snowball as I found other reasons to pick at myself. I can remember grimacing at my reflection and thinking, “I need to lose weight and firm up these jiggly legs, and fast!“”
Customers rant on the web about awful fitting room mirrors and lighting. Fitting rooms are critical in affecting how your customers feel about themselves, how they feel about shopping in your store, and if they purchase an item or not.
USE OF THE SKINNY MIRROR© IN FITTING ROOMS
A recent study in Sweden of 86 women discovered that those who were exposed to The Skinny Mirror© in a fitting room were more comfortable and had a more positive attitude toward toward their bodies in the fitting room than those who used the regular mirror. The gap between their actual body and the body they would like to have was also smaller, implying that they had less body dissatisfaction when trying on clothes. The study also uncovered that The Skinny Mirror© did not lead to body size distortion, meaning women who had been exposed to The Skinny Mirror did not believe that they were more “skinny” than they really were.
FITTING ROOM MIRRORS AND THE RETURN ON INVESTMENT
The Skinny Mirror is a subtle yet powerful sales tool that retailers should not do business without.
