Retail Notes: Does your store offer something new and exciting each time your customer visits?
Your repeat customers are one of your best assets. Are you engaging them every time they enter your store?
Some shoppers will walk by your store several times, maybe on their daily way to work, before ever venturing inside the door. Do you have something to attract their attention each time they walk by?
If your store doesn't have something to new to offer customers on a regular basis, the impression they receive is that your store is stagnant and boring. It also encourages customers to put off a purchase of something they want 'until later', when they have more time, or it is more convenient. They assume that you will always have what they want available.
As a retailer, you can't afford to have stock just sitting on the shelves. Your business needs to be vibrant and dynamic. Of course, most independent retailers are not getting completely new stock every week. How do you keep your customer interested and offer them something different on a regular basis?
The answer is in your displays. Use your key display spaces to feature a small selection - 3 to 5 products - at a time. Maybe even just one strong item if you choose. Create an eye-catching display and change it weekly. Consider this your 'feature of the week' display. Make sure the display includes signage that will encourage sales.
Shoppers will be more attracted to a store that stimulates their interest with new displays of interesting merchandise.
Discount, Not Dumpy
Retail Notes:
Here's a question I received from a website visitor recently: "How do I attract the customer into a middle market discount store without having to sacrifice appearance?"
The type of products being sold are not mentioned so it is hard to get into specifics, but here are a few general tips.
How to keep a discount store from looking bargain basement:
Here's a question I received from a website visitor recently: "How do I attract the customer into a middle market discount store without having to sacrifice appearance?"
The type of products being sold are not mentioned so it is hard to get into specifics, but here are a few general tips.
How to keep a discount store from looking bargain basement:
- know your target market and their needs
- make sure the store is well lit
- keep merchandising and displays very tidy
- use quality fixtures, even if they have an industrial look - cheap tables with folding legs are a definite NO
- keep store clean and well maintained
- use professionally produced signage - not handwritten
- set aside some spaces in the store for attractive, themed displays of complimentary merchandise
- keep the shelves full without becoming crowded or messy. Customers need to be able to touch and move merchandise without knocking things over
- use adequate signage - clear pricing on shelves and merchandise, directional signage to designate departments or product families.
- don't clutter windows with unnecessary posters and signs.
- create an overall appearance that is organized, easy to shop, well stocked and affordable
How Do Customers See Your Store?
Retail Notes:
It can be hard to look at your own store objectively and notice the same things that shoppers notice. As retail owners or managers, we become so familiar with our own store that it is hard to pick out things that we could improve in our displays, merchandising or maintenance. Customers might be getting an entirely different perception of your store than what you intend.
To try and see your store through different eyes, take photos of your store exterior and interior. Photos are a great way to see your store from a new perspective.
Photos can help you to see:
On the other hand, photos can also give you a sense of what is working in your store, They provide a record of what displays and merchandising has been successful or effective in the past.
Do you have photos and stories of either successful displays, or merchandising that could use improvement? If you send them to me we'll post them here!
It can be hard to look at your own store objectively and notice the same things that shoppers notice. As retail owners or managers, we become so familiar with our own store that it is hard to pick out things that we could improve in our displays, merchandising or maintenance. Customers might be getting an entirely different perception of your store than what you intend.
To try and see your store through different eyes, take photos of your store exterior and interior. Photos are a great way to see your store from a new perspective.
Photos can help you to see:
- fixtures that block traffic
- signage that cover up displays
- fixtures in need of repair
- displays and merchandising that are too cluttered
- displays that lack a focal point
- displays that need to be tidied
On the other hand, photos can also give you a sense of what is working in your store, They provide a record of what displays and merchandising has been successful or effective in the past.
Do you have photos and stories of either successful displays, or merchandising that could use improvement? If you send them to me we'll post them here!
Your Ideal Customer
Retail Notes:
Who is your target market?
Independent retailers often have trouble stating who their target market is. They are afraid that creating a specific profile of who they want their customer to be will limit their market and be too narrow. On the contrary - if you don't know exactly who you are trying to attract to your store, you end up attracting nobody.
To help you figure out who your target market is, write down the description of your ideal customer. Make this as detailed as possible. This is easiest if you picture a real person in your mind. Who would you consider to be your best customer, or your top 10 customers? You want to attract more customers like them because they will be the most profitable for your business.
Making this description as specific as possible will help you to create the most effective marketing. While you will also attract customers who fall outside of this profile, the focus of your marketing and merchandising efforts and budget should be on the people who would be your ideal clients.
Your ideal customers are the ones who are repeat customers, who give you feedback on what they like or don't like, who tell their friends about your store, and you enjoy doing business with them. Create a profile based these great customers. Try to find more like them.
Who is your target market?
Independent retailers often have trouble stating who their target market is. They are afraid that creating a specific profile of who they want their customer to be will limit their market and be too narrow. On the contrary - if you don't know exactly who you are trying to attract to your store, you end up attracting nobody.
To help you figure out who your target market is, write down the description of your ideal customer. Make this as detailed as possible. This is easiest if you picture a real person in your mind. Who would you consider to be your best customer, or your top 10 customers? You want to attract more customers like them because they will be the most profitable for your business.
Making this description as specific as possible will help you to create the most effective marketing. While you will also attract customers who fall outside of this profile, the focus of your marketing and merchandising efforts and budget should be on the people who would be your ideal clients.
Your ideal customers are the ones who are repeat customers, who give you feedback on what they like or don't like, who tell their friends about your store, and you enjoy doing business with them. Create a profile based these great customers. Try to find more like them.
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