Many stores are forgetting the consequence of making shopping too difficult. Shop owners must balance safety with customer experience in order to minimize the pain consumers feel while shopping.
Make tough buying decisions easier for your clients: keep it simple and SHOW complex design techniques instead of TALKING about them.
Our brains are lazy. They don’t want to deal with any more than they have to. When people think of custom framing their brains hurt because there are too many choices. Knowing that, we now must find ways to simplify the process of making a decision.
The second obstacle to growing custom framing sales is the ultimate price is perceived to be unknown and elusive. Sure, it’s a custom product. But the study shows that people find this painful. How can we change this?
Custom Framing is perceived to be a time-consuming process. How has the framing industry addressed this issue of being thought of as too time consuming? What can we do to ease this pain of our customers?
When I speak to groups of framers this year, we have talked about the changes that need to occur in our industry. Much of this discussion centers around making the selling process much more attractive and far less painful to prospective clients.