Most souvenir retailers already know tourists shop differently than the locals. The more interesting question is what those shopping behaviors may actually be telling us about the business.
Recently, I visited an independently owned shop where almost every customer interaction seemed to lead to a closed door. None of the responses were rude, but after a while, it became noticeable how often the customer experience quietly stopped instead of continuing forward. It made me think about how often retail businesses unintentionally close doors for customers without realizing it.
Common questions
Of course, no business can say yes to everything. Not every store offers shipping. Not every product will have extended size options. Not every request makes operational or financial sense. But there is still value in paying attention to the types of questions customers repeatedly ask.
"Every tourist market behaves differently, which is why observation matters so much in destination retail."
Those repeated questions often reveal friction points, missed opportunities or unmet expectations.
Customers may wonder if your store ships or if you offer gift wrap. Many simply want to know a good place to go out to eat. Provide answers to these common questions.
Shopping behaviors
Customer behavior can reveal useful clues, too. Some travelers browse slowly because shopping is part of the vacation experience itself. Others shop quickly between activities or while traveling with large groups.
Then some customers hesitate as they shop because of luggage limitations or concerns about flying home with fragile items. Others are specifically looking for products that feel connected to the destination they are visiting. Pay attention to how customers behave in your store to find ways to improve their experience.
Travel influence
Travel style may also influence purchasing decisions more than retailers realize. Customers staying in hotels may shop differently than travelers staying in short-term vacation rentals. Some retailers may notice that vacation rental guests purchase more locally made food items or consumables they can enjoy during their stay, while other travelers focus more on portable gifts or keepsakes to bring home.
Every tourist market behaves differently, which is why observation matters so much in destination retail.
The strongest souvenir retailers are seldom the ones trying to say yes to every customer’s request. They are the ones paying close attention to patterns, questions and behaviors over time and asking themselves an important question along the way: How many doors might we be unintentionally closing for the customer standing right in front of us?
Kathy Cruz is a retail business coach and host of the Savvy Shopkeeper Retail Podcast. Reach her via email at: kathy@savvyshopkeeper.com. Learn more on her website, www.savvyshopkeeper.com and Instagram @savvyshopkeeper.
