Features and Benefits

Luring your customers into your store or to your website with the right products and services is just part of being an effective retailer. Knowing the features of these products and services, and how they will benefit your customers is just as, if not more important. Highlighting the key features and benefits of a product or service is a powerful selling technique that should be adopted to enhance customer retention and sales revenue. This selling tactic not only benefits the business, but it also helps minimise the risk of a customer experiencing post-purchase dissonance. This can be defined as a state of unease, which exists in the customer’s mind after purchasing a product or service whereby they start to have doubts about their purchase decision. For example, a customer may buy a leather jacket, get it home, put it on and think they may have paid too much for it, or it did not look as good on as it did in the store.

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