All retailers strive for the same thing, profitability. But how do we achieve our goals when we are faced with constant competition from both local merchants and ecommerce stores? Well, We must provide today’s consumer with an overall “experience” in store.
When I review and critique a store there are hundreds of factors and checklists that I go through. But in this blog I just want to focus on the five most overlooked categories.
One. Presentation. Yes, this covers a wide array of items but many stores forget some of the basics such as cleanliness. You can have the most beautifully merchandised store with the most magnificent displays but if your front door handles are worn, dirty and tired looking, you’ve already lost a star before then even walk in! Exterior & interior signage, point of purchase materials, ceiling tiles, flooring etc. must all be extremely clean and presentable. My father always walked by the kitchen if we went to try a new restaurant to see if the kitchen was clean and organized. Unclean washrooms tell the same story about ownership pride and care. If you don’t have time to do it then hire someone once a week that can!
Two. Ambiance. There’s nothing better than walking into a showroom that has a fresh clean scent, the right amount of ambient light, great soundtracks playing at the right level and clear sight lines. Too many times I walk into stores and turn right around and walk out. Not that I shop at Abercrombie & Fitch but when my kids wanted to go in I would have to wait outside due to the overpowering cologne scent spraying from the entrance. Access to merchandise also has to be readily touchable to provide customers with a tactile experience. In store coffee bars or even a café will begin to emerge as we fight to keep shoppers loyal.
Three. Technology. The cool factor! Get with the program. If you don’t have a flat screen in your showroom you’ve already failed. I pads for mobile showroom customer catalogue support or even 3-d viewing programs. Virtual reality and A.I. will be next as retailers limit the amount of inventory they stock and display. A current model desktop computer (I love iMacs since they are so cool looking) also shows that you are current and up to date.
Four. Customer Service. Any shop can make money without giving good service in a booming economy-but times have changed. In today’s ultra competitive marketplace, service is what separates you from all of the local and online competition. Staff must be experienced and very knowledgeable about the products and services they sell. I can’t tell you how many times I’ve left a showroom waiting for a quote that never arrived. If I’m coming into a store to purchase, the very least I expect is a return call or email response. If you say you’re too busy running the day-to-day operations then hire more people or get a more efficient calendar. If a customer calls or emails you, if you don’t get back to them within the hour you’ve already lost their confidence. Excuses will never cut it with consumers today.
Five. Specialization. There’s no way any one store can offer everything. You must decide who and what you are and whom you want to cater to. Target your audience both with merchandising as well as your advertising using social media. With today’s drill down techniques anyone can go after a very specific niche market. If you try and be everything to everyone you will ultimately lose. You don’t have to look too far to see all of the Department store failures over the past ten years with more yet to come. Find out what you do best and differently from the competition and be a category killer!
Written by David Adelman, Founder and Owner of The Adelman Group