Retail 101: The Guide to Managing and Marketing Your Retail Business by Nicole Reyhle & Jason Prescott

Author:Nicole Reyhle & Jason Prescott [Reyhle, Nicole]
Language: eng
Format: epub, mobi
Publisher: McGraw-Hill Education
Published: 2014-06-23T00:00:00+00:00

Hopefully by now you have realized just how much range and time are necessary to manage and market a retail store. In the chapters that follow, we’ll unveil ways to apply press and marketing to your retail business as ways to generate some well-deserved attention to the hard work you have done to create your unique store.

Action Guide

Research shows that customers prefer store layouts that allow for easy navigation and movement throughout their shopping experience. Moreover, research tells us that customers respond, react, and ultimately make purchasing decisions based on all their senses—not just that of sight alone.

To help you maximize your customers’ experience in your store, consider each of the five senses and take action to improve their role in your store:

1. Sight. From the exterior of your store to the entire interior store space, identify whether your store is attractive and captivating in gaining customer attention. Next, look for any debris, dirt, or dust throughout your entire store space that needs to be cleaned up. Then visually identify whether a stroller, wheelchair, cane, or other assistive device would be able to be used comfortably in your store. These visual observations are ones that many customers identify when forming an impression of your store and should be improved if they do not currently cater to consumers’ needs and ideals.

2. Touch. Instinctively, customers want to touch things and experience products hands-on. Walk through your current store space and identify whether you offer a space that encourages customers to touch and interact with your inventory. Keeping products at eye level for hands-on engagement is a good way to make customers feel welcome to touch your products. Incorporating signage as necessary that states “Feel free to sample” or “Please do not touch this display, but we hope you will touch our other ones” can lend a helping hand in encouraging your customers to touch and interact with your store products as appropriate. For those of you who have customers who bring their children with them, create a dedicated area or simply have a small basket with toys or washable crayons and paper to distract kids from touching your inventory and to free up the attention of your customer.

3. Sound. Identify what your store currently sounds like. Is it the sound of blaring music or coworkers chatting about their weekend plans? Possibly it sounds silent, with only the occasional buzz of a door opening and closing. Customers tend to stay in environments that make them feel comfortable, and sound plays a big role in this. Make it a rule for employees to eliminate personal phone calls, store gossip, or any other unnecessary conversations that customers may overhear. In addition, choose music that is neutrally accommodating to your diverse range of customers. Keep the sound level of your music at a moderate level as well that does not make customers uncomfortable and still allows them to hear you speak and allows them to speak to each other.

4. Smell. Aroma can be good or bad.

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