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For the career woman on the go or the stay-at-home mom with a sundry list of to do’s, retail shopping can seem not only daunting but downright scary. For retailers this means drops in sales and foot traffic and a seriously outdated wardrobe for the scared shopper. In a time where online shopping is the booming ‘it’ business of the moment, is there any reason for customers to continue shopping at brick and mortar stores? The answer is yes. For customers of all demographics, there are perks and benefits to shopping in-store that you may not have taken advantage of — possibly not even realizing these perks existed. Here are some tips that can convert online-only shoppers and make in-store customers even more loyal to their favorite stores.

The sales associates in a retail store can be your best friend. While many shoppers have the dreaded image of a bored-looking sales associate who gives a halfhearted greeting and leaves shoppers to go it alone, this simply isn’t always the case. With the economic downturn and a highly competitive job market, sales associates have to sell themselves and the product more than ever before. Sales associates know about what’s in stock, what items would match with that sweater or slacks you love, and also when there’s going to be a sale, which can save you big bucks. Don’t be afraid to ask questions and make requests of the sales associate. This is no cause for a guilt trip, and if you’re on a tight schedule, you can shave off valuable time that would otherwise be spent combing the racks aimlessly. While online sites do offer most of what’s in a brick and mortar store in terms of stock, this human connection and insider info is indispensable and surely makes it worth the trip to your local mall or outlet. You also won’t have to wait for items to be shipped when shopping in person.

Special events occur frequently in retail stores, and they can be a lot of fun. The art of the special event for promotional sales or offers in stores and is not something you’ll find on an online shopping site. Many retailers have turned to these special events in response to the slow-down in consumer spending, which can range from having a tarot card reader to face painting and mini fashion shows, making a shopping trip memorable and leaving you with a better sense of well being than looking for items on a screen would. The best part of these special events is that retailers try to extend the fun to all members of a family, so you can make it a family activity while also purchasing any clothing items you may need.

Personal shoppers are no longer restricted to the wealthy. This service is provided in many retail stores is generally not well publicized, becoming an underused resource for those with a low shopping threshold or a lack of free time. Calling and setting up one of these personal shopping sessions is simple, and an on-staff fashion expert will select clothing that appeals to your fashion sensibilities, figure and bank account before you even step foot in the store. Many personal shoppers work hard to make the experience fun, by turning it into a dressing room fashion show or providing refreshments — amenities you won’t find shopping online. Macy’s and Nordstrom’s are two well-known retail options for those looking to test the waters of utilizing a personal shopper.

Sales associates’ client books can be a life saver. Establishing a repertoire with a sales associate can make finding the perfect garment for an event or a missing wardrobe staple a breeze. Once you’ve had a personal shopper session or a conversation about your clothing needs, sales associates can put you in their client book, which lists your contact information, sizing and clothing preferences. Sales reps go through these client books frequently, and they will call you if they see something they feel fits your current needs, or may be something new you wouldn’t have thought of on your own.

The key theme of these amenities of a brick and mortar retail establishment is the importance of human interaction and the personalization of a shopping experience custom-made to fit you. Sales associates do all they can to make their clients feel appreciated. And who doesn’t deserve to get first-rate treatment every now and again?

By: Stephanie Tipple

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