While no one is going to walk around your store with a white glove like a police inspector, all customers who frequent your store will form opinions from the moment they enter. As a retailer, you need to take note of the subconscious impression your store makes.
You might want to take an afternoon to walk through your store and see it through a customer’s eyes, not a manager’s or an owner’s. Really take the time to notice what’s good about it and what can be improved. Here are a few guidelines to check which might mean the difference between running a successful business and struggling to survive.
Accessibility: Is it easy to get to your store?
Try to make it as easy as possible for customers to get to your store. If you are in an out-of-the-way location, publish directions in your advertising and make sure your staff can give easy directions over the phone if asked.
Advertising: Does your advertising spotlight items in your store?
Many stores spend inordinate amounts of money on advertising that neglects to link their ads to the products in the store. A good way to advertise your products is to display your ads on a signboard at the front of the store. Highlight the items featured in your ad with special displays or signage. The most important thing is consistency: you want your customers to come to recognize your advertising style.
Stocked Shelves: Are any items consistently low in number or missing?
You always want your shelves fully stocked. There’s nothing more frustrating than frequenting a store that’s convenient but sometimes out of basic items. Don’t turn valued customers away with understocked shelves.
Bathrooms: Are they clean and stocked?
There’s nothing more repulsive than having to use a bathroom that isn’t kept clean and well lit. Dirty bathrooms give a bad impression to customers. Make sure your bathrooms are clean and that paper towels, soap, and toilet paper are always well stocked and available. Inspect your bathrooms regularly and make sure they are well maintained.
Cleanliness: How clean is your store?
Just as the bathrooms should be regularly attended to, the rest of the store should be inspected regularly to assure cleanliness. All areas of your store should be clean and well lit, from the parking lot to the exit area. Tidiness is an indication of the pride you have in your store’s appearance.
Competitive Pricing: Do you highlight discounts and avoid overcharging?
There’s nothing worse than finding a store you like and then noticing that the longer it’s open, the higher the prices get. Keep your prices competitive and don’t try to upsell or gouge customers who have been faithful for years.
Displays: Are they eye-catching? Do they change regularly?
If a display isn’t getting the message across in a fun or exciting way, make some changes. You can use creative signage to spark interest, replace it with another display, or move it to a different part of the store. Just try to make it captivating.
Location: Is your store in a good location?
Location can be key to a store’s success or failure. Try to find a location where the customers are, where they want to be, or where they’re willing to go. A bad location can torpedo your efforts no matter how hard you try.
Types of Merchandise: Who is your store geared to?
Is there a demographic to your merchandise, or is it on a broad scale? Is your business a department store setting with a wide selection crossing age and gender lines, or is it more of a boutique or trendy store that attracts teenagers, working moms, college types, etc.? Does your merchandise give you a sense of who the customer is?
Name: Does the store’s name tell you anything about it?
Your store’s name should indicate your retail segment. If your store’s name doesn’t identify the products you’re selling, consider adding a tagline. You want potential customers to immediately know what you’re selling when they hear your store’s name.
Storefront: Is your storefront pleasant and appealing?
Cleanliness and tidiness should be foremost in your storefront; it’s the face you’re putting on your store, and it should show the utmost care in its appearance and upkeep. Dated or hastily put together displays, unkempt signs, and dirty windows give a very bad first impression and will no doubt keep customers away. Make sure that your storefront is inviting and appealing.
Window Displays: Are they eye-catching and inviting?
Make sure your windows are clean and appropriately lit. The lighting should be well placed, near the glass and angled at the display, not above the display casting unintentional shadows.
Aside from these 12 areas to be mindful of when managing or owning a store, there are a few other important things to consider. Do the fixtures showcase the merchandise? Is the lighting appropriate for the merchandise and the store’s image? Is there music playing? Who is it geared toward, the staff or the customers? Is it too loud or too soft for the company image? Is your parking lot clean, safe, and well lit? Is your merchandise of good quality? Know the value of your merchandise and use this information on the sales floor.
And finally, get your staff involved. Take an afternoon and have them walk around and observe as a customer would (provided it’s not at a really busy time of day!). Tell them to enter the store just as a customer would, and have them mark down their feelings about these 12 items on a list. Then have a staff meeting to discuss where improvements can be made. This will give you ideas of how you can enrich the customer’s experience at your store and allow you to get a clear picture from the shopper’s perspective.
