Recently, one of our Loyal Readers made a statement:
“The primary reason people shop consignment is to SAVE money”
and I’d like to examine that, if I may.
Is it true in your experience? Is saving money the main, number-one, primary reason that shoppers buy from you, rather than from “new”-merchandise stores?
Now, saving money can be done on many levels, so let’s not imagine that your store has to be the resale equivalent of a dollar store in order to appeal to folks wanting to save money.
The $900 handbag, which retailed for over $3000, is also a great monetary savings, so just because your clientele buys luxury items doesn’t mean that they aren’t in your shop to
save money.
I, personally, feel the shopping experience is the driving factor to any retail business. I want to feel good about where I shop, whether it’s a cute little consignment shop, a mega-thrift-mart, or a funky, with-it vibe resale shop full of jeans and skull-printed Tshirts.
I am perfectly capable, though, as I am sure you are, of visiting and reveling in the atmosphere of many different types of shops
without spending a dime.
So what is the factor that makes me fork over the moolah? What turns a browser into a buyer? Is it the
perception of value?
For me, yes. If I see, feel, smell, touch something that’s a better value to me than the money it will cost to get it home, I’ll buy it. You’ve pushed my want button. And yes, I perceive value in many ways, not all of which start with a dollar sign. I’m guessing that you, and your customers, work in the same way. It’s true: I will not spend, at a garage sale, $5 for something that I would, for the exact same item, happily pay double or even triple the price for during a unique and exciting shopping experience. (Our mini-webinar on Perceived Value starts here.)
So, is saving money the primary reason that your customers spend money in your shop? Or is it something else… or a combination of factors including, of course, how much something costs? Tell us what you think.
(No opinion on this topic? Read some past Agree? Disagree? Explain viewpoints. If you have no opinion on any of them… you’re sure you’re in resale? 😉 )
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Auntie Kate The Resale Expert 
Yes, costumers love to save money all the time but, they also like the attention they get when they come in and shop in our boutique. Knowing your costumers names and chatting with them makes them feel good inside. I notice they shop even more when you remember to ask them any topic you talk about last time, So remember be friendly but don’t loose your professionalism.
These are the people that will bring new costumers to you.
I have a ladies apparel and accessory shop in a upper income small town community within 20 minutes of a big city. I have to agree that the primary, or should I say the first reason customers come in is to save money. So, because our consignor base is local those that shop from the surrounding towns do reap big savings on upscale items. My approach to business is what I call the “keep them coming back factor” after all it’s the repeat customers that make your business thrive. So, we do things like, make exceptions to the rules, we bend give a little grace. Always greet with a smile and offer assistance. Make sure your shop is orderly, clean, and smells nice. (Disinfect those shoes even if they are new). We keep a wish list going and call people went items they were looking for come in. Help them to their car…. the list goes on and on….. Trust me if they don’t have a GREAT experience the first time they will not be back and you’ll never meet their friends.
SUCH a good point, Elaine “if they don’t have a GREAT experience the first time they will not be back and you’ll never meet their friends”… it’s NOT enough for one’s potential clients to have a GOOD experience… it really DOES have to be GREAT.
We are located in a town of 13,000 and are 35 minutes away from the next larger town. Initially people thought we were more like a thrift store for children’s items. Six years later, they know that they don’t have to drive so far to pick up some name-brand and/or adorable clothes for their kids. Our motto is “Shop Us First”. The only other places in town to buy children’s clothing are Wal-Mart and the dollar stores.
Great motto, Susan! And there must be a shortage of retail in your entire STATE… not a single consignment, resale or thrift shop is a Sponsor at http://HowToConsign.com ! Wonder how NARTS is even going to have a Bus Tour in STL in June 😉
Seriously, though, thanks for your comment.
Yay….it’s so good to know people over time ‘get’ what is is we are all doing!!
Nice things at a reasonable price!!
I think our customers initially shop consignment to save money but after just a few visits, they shop for many different reasons like the ones already mentioned, especially…The hunt for treasures! Many of our customers say that’s the reason they stop in every week or several times a week. “You never know what you can find”
We are a furniture consignment store. Many of our customers look for ‘quality’ in the furnishings we sell. Much of what is manufactured today is inferior in both materials and workmanship. Also most of what we sell cannot be found in stores today, making much of our inventory very desirable….and the prices can’t be beat!
My customers come in the 1st time thinking of saving money-which they do, but they come back over and over again for the ‘hunt’. They know I will have new, cool things in daily and they don’t want anyone to ‘find’ them before they do.
I also have the customers (and consignors) who come in for the chit chat. The shop has become a hub for our small town. If I had the room, I would add a coffee bar with a sitting area. I’d make a killing.
I have to agree with Bobbie. I’ve heard from my customers that they had been looking for something that they couldn’t find anywhere else. Sometimes it pays to puchase those quirky items for resale.
Our customers love the fact that our merchandise moves in and out very quickly. They enjoy that we offer unique items. I don’t believe that price is the number one reason they shop with us. We have MANY customers that come in 2-5 times a week just to see the “new” stuff. They don’t necessarily purchase something each and every time but they LOVE our shop. I feel that our shop is unique in it’s presentation of merchandise, our prices are reasonable (not super low though), and our merchandise is often unique. These things are what customers constantly comment on, not our pricing. (We sell clothing, furniture, and vintage collectibles/home decor.)
As a resale shopper myself, I do shop for lower-than-usual-prices but I enjoy finding cool, unique items much more than the prices. So in a nut shell, I disagree with the statement that people shop resale for the low prices.
In my shop, I think it’s a combination of wanting to spend less money than at the big mall stores, having a wider selection of brands and styles in one place, and having an atypical shopping experience. Yesterday was a great day in my shop for me. Not the biggest sales day, but I had three separate customers come in and were excited to be there, see and hug me. It makes me feel so good to be able to share that with them. Just to be able to see the smiles on their faces makes me happy, which I’d like to think makes them happy, and enhances their shopping experience, which is why they want to keep coming back. Sorry about the killer run on sentence, but that’s the way my mind is working today. 🙂
No some like me shop for the “treasure hunt” and the comradare. Being around othets who enjoy it I u
Ooh you knew this would be a hot topic didn’t you?
Our shoppers most often say that they shop for the fun of it ~ to find something different and to shop green.
Price is a factor for some but not for all by any means!
As a shopper, I shop where I enjoy the experience. Saving money is a part of it but there’s a reason I don’t shop most big box stores – I hate being ignored. I really think most shoppers go where they are appreciated and it’s the little things that mean the most to them. A smile, calling them by name as they walk in, just talking to and listening to them goes a long way with most people. Yes, they are time-starved so your shop needs to be well organized to encourage most customers but a simple thank you for shopping with us is not anything they hear in a new store these days.
My customers all about saving the money. More than I can count are resalers who sell on sites like eBay. I’m not saying its a bad thing, but they do everything they can to get it at a cheaper price than what I’ve marked it. I do regular mark-downs, so this can get very frustrating to me. I actually had to change to a tag color mark-down system because they were writing over my discount stickers and when I was checking out I wouldn’t notice until inputting tickets. I’ve had a few people looking for a specific item, but it’s rare. Generally, they are in it to save money. This may change as summer approaches because the primary business on the block is closed during winter.
My store is primarily children’s, and what I have heard from parents over the years is that they shop resale not always to save money, but also to help the environment, to have a safe and comfortable place to shop with their children, and because they find shopping resale “fun”.
The comments we hear most often are, “It’s easy to shop here because I know my kids like it here and they can play”, “I don’t see why I should buy this new if I can get it here”, and comments to the effect of they like keeping things, especially toys, out of the landfills.
Many customers are looking for particular items that are no longer available in new item shops. It could be a fashion item, hardware, china, pottery, advertising, decor, etc..
Excellent point, and one I think we do not emphasize often enough in our marketing, Bobbie. Not only do our resale shoppers get a chance to obtain (or replace!) things they loved from last season… they also get so much more variety that any “new” retailer could afford to stock! I got Eileen Fisher pants, a Ken Done print jacket, and a washed-silk poet shirt made by a mass manufacturer probably 10 years ago but good design is immortal!… all in one trip!
(Lordie, isn’t Ken Done OOB now? …pause to google… nope, he’s still up and running 😉 http://www.donestore.com/products.asp?categoryid=72 )