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Autumn Spruce-up

Oct 07, 2011

As school is getting back in session and the kids get a fresh start, how about a fresh look for your business?  Most of us are guilty of coming to work, usually in the back door, and getting right to it.  Rarely do we go across the street and look at the storefront, or come in the front door with the eyes of our customer.  If we did and were honest with ourselves, we may not like what we see.  So what can we do about that?  Of course some will depend on budget, the current state of your storefront, the amount of space you have to work with, etc., but here are some things to try.  Many of these ideas do not have to cost tons of money.

 

Start outside.  Your windows and window displays should be used to get people’s attention - those walking by, and in some cases driving by.  Make sure people can see the display by having it well lit, especially if people tend to see it at night.  Also, wash the glass periodically, vacuum up the dead flies, and remove faded items.  Avoid using your doors and windows (prime display space) for advertising all the local fundraisers, high school team schedules, and so on.  It’s great to support those activities, just do it at a separate location (bulletin board, etc.) within the store.  Also, make sure that your signage can be seen by those walking by and driving by, but don’t cover up your merchandise display with your sign.

 

Once they are in the door, it should smell good.  Not overpowering, but pleasant.  Soft, appropriate music can also help.  How about a fresh coat of paint?  Use small signs near the merchandise to help customers find what they are looking for.  If you can do this in a fun way to make them smile, even better.  Consider using large format photography to help highlight various lines.  Lean on your suppliers for this as many have some large posters they will give you if you simply ask.  Remember, your merchandise should be displayed from the knees to about 6 inches over the customer’s head.  They don’t want to, and usually won’t, bend over to get items off the floor or they simply won’t see them.

 

Now, the two biggies.  Most stores don’t have enough light.  People won’t buy it if they can’t see it.  Replace burnt out bulbs.  If possible, use track lighting to light up the merchandise, not the wall or the floor.  And finally, get your customers to touch the product.  They are much more likely to buy if they pick it up and look at it, smell it, feel it, and fall in love with it.



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Category: Marketing

Bruce Morse


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