How Retailers Can Use Guided Selling to Drive Holiday Sales

• include three questions to seven questions for the customer to answer;
• ask only the bare essentials that are applicable to your audience;
• ask lifestyle or usage-based questions to gain insights into the gift recipient;
• use text, videos, photos and diagrams to illustrate products;
• ask linear questions;
• ask what the product will be used for most (e.g., learning, playing, etc.);
• use customer knowledge of the gift recipient; and
• store the explicit data being collected in the shopper's profile for future interactions.

While early adopters of guided selling tools were typically retailers of complex, high-ticket merchandise like home electronics and appliances, today guided selling tools are being deployed by retailers in virtually every segment. For instance, apparel retailers are deploying "fashion finders," big-box retailers are helping shoppers move quickly to their desired departments and categories, and cosmetics retailers are using guided selling to help consumers find just the right shade of lipstick.