In this eye-opening installment of the Why We Buy Summer Book Club series, host Patrick Keiser dives into one of the most overlooked but critically important areas of a retail store: the dressing room. Based on insights from Paco Underhill’s retail classic Why We Buy, this episode unpacks why fitting rooms aren’t just changing spaces — they’re conversion machines.
Patrick explores the psychology of the dressing room experience and offers actionable ideas for independent retailers looking to boost sales without a major renovation. From lighting and mirrors to comfort, privacy, and customer service, every detail counts — and can make the difference between a sale and a missed opportunity.
✅ In this episode:
- Why customers spend up to 30% of their shopping time in dressing rooms
- The small improvements that can double a customer’s purchase rate
- Lighting strategies that make everyone (and every body) look great
- The role of mirrors, placement, and new “smart” technology
- How sales associates can make or break the dressing room experience
- Creative ideas for turning even a tiny fitting room into a powerful sales tool
Whether you're outfitting a clothing boutique or considering how customer touchpoints drive conversion, this episode will challenge you to rethink how every square foot of your store contributes to the sale.
📚 Catch up on earlier episodes in the Why We Buy series to walk through the full shopper journey:
- Part 1: The Store Experience Starts Outside
- Part 2: The Decompression Zone
- Part 3: The Right Placement
- Part 4: Creatures of Comfort
- Part 5: The Five Senses of Retail
- Part 6: Designing for Age & Ability
- Part 7: Sign, Sign, Everywhere a Sign
🔗 Learn more and support independent retailers: heartonmainstreet.org
📲 Follow along: @heartonmainstreet
Keywords: Why We Buy, Paco Underhill, dressing room design, fitting room retail, retail sales strategies, customer behavior, retail store design, boutique tips, independent retail podcast, Heart on Main Street, Main Street Matters, retail merchandising, sales conversion
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