As a long-time retailer and consultant, I always enjoy the history (etymology) of the industry to better understand how we got here. I was fascinated to uncover the origin of the English word, “retail”. It has its roots in the word, “tailored”…as in, custom. It makes sense, doesn’t it? If we’re going to spend money for something, it sure feels great when it’s something made just for us.

So, when we consider the Seven crucial moments in the Customer Journey, the Fitting process is maybe the crucial moment we must master. After all, this is when the customer can decide for themselves if your product is “just right” for them. If you can successfully create the feeling of ownership between the customer and your product, you’ll be less likely to have to depend on persuasion, closing techniques, handling objections. They’ll just know—and decide: I want this.

The Fitting process is the interaction between product and customer to determine size, feature, performance, comfort, usability, etc. Therefore, this moment is different for each retailer.

 -It’s a test drive/ride for a car or bike buyer

 -It’s a fitting process for a footwear buyer (foot measurement)

 -It’s the dressing room for apparel

 -It’s the taste test at Costco

 -It’s the cooking classes at William Sonoma or Sur La Table

Some stats for you: 

 -71% of the time if someone tries things on in a dressing room they will buy.

-Those who do go into a dressing room spend 2 ½ times more than shoppers who don’t.

-When Costco cooks their food and offers it to shoppers to taste for themselves, that item’s sales increase by 400%.

This custom experience in your store allows a customer to experience the product and decide for themselves if it suits their needs. Here are your tips to insure you are offering the very best version of a fit process.

1. Make sure that wherever customers try out your product it is clean, well lit, comfortable, and unrushed. Make sure that customer has a stress-free try on experience. The more natural the fit experience, the more likely you’ll see conversion. 
2. The sales associate that is managing the process should see themselves as a guide. Equal parts expert and server. They are in constant communication with the customer as to what is happening and what will be happening next. You see this at a fine restaurant when you are being served by a professional. They continuously keep you up to date with what’s happening in the kitchen, the timing for your next course, as well as making recommendations for the table. 
3. Ensure that the fit experience is as close to the real thing as possible. Create the feeling of ownership. Of course, this is best demonstrated in an automobile test drive. Everyone who’s ever test drove that new car is quickly immersed in the dream of owning it. 
1. Trying on a running shoe is made more real by putting on a clean, new performance sock with it.
2. Trying out a pair of ski goggles only makes sense if you also put on a helmet (and maybe a parka too).
3. If your customer is going to the dressing room with a pair of cycling shorts, give them a jersey to wear with it—so it looks more natural. 
4. If there are any devices used in the fit process (treadmill, brannock, measuring tape, etc. make sure the salesperson is proficient with its use—and is forecasting everything that’s going on during that process.

Brick and Mortar retail is not going anywhere. Consumers still love their retail therapy! Through 2022 85% of all retail is still in store. Still, there’s competition on all sides. Shoppers have many options. Their best one should be your customized, fit experience offered inside the four walls of your store. Memorable. Consistent. Differentiated. Custom.