Merchandising: the second-best way to increase sales
By Deane Parkes
Did you know that mass market stores spend most of their marketing dollars on inside-the-store promotions, aka merchandising?
That said, merchandising actually starts outside the store. The store sign, lighting, parking, window displays, sandwich boards, entryway, posters, and such contribute to the feeling the prospective customer gets to either come in to shop or walk/drive by.
The same applies to your online presence. If your website or shopping portal are not eye catching, solution based, and easy to navigate, people may pass you by.
The first 10 feet
Paco Underhill, in Why We Buy: The Science of Shopping (a book I highly recommend for merchandisers and marketers), says the first 10 feet inside the store is “the transition zone”—this is not an ideal place for posters on doors or floor displays, as people will pass them by. He says people walk about 10 feet until they are actually in the store.
Eight-second rule
It takes a customer about eight seconds after entering a store to make a first impression, often subconsciously. During these first few seconds, they may observe whether the store is organized, the smell is acceptable, the music is pleasant, and the store has the right feel.
I suspect the “eight-second rule” also applies when new customers are checking out your social media presence or website.
Ask yourself: is the website compelling enough to help a brand-new person decide whether to stay on the site and perhaps buy?
Everything matters
You may not agree with their products, but McDonald’s and Walt Disney World have identified cleanliness as their number one key to success, one that creates a big impression on the customers.
Most people come to work in a rush to open and leave quickly at night. After a while, the faded posters in the window, ragged floor displays, and the dusty windows become permanent fixtures. We must do everything in our power to avoid this.
Critique your store
Often, an outside perspective will benefit you. One solution is to ask a trusted friend to get involved and do the following:
Walk the store and tell you what they think needs changing.
Call the store and check staff responsiveness, product knowledge, etc.
Visit the online store, place an order, and make a return to see if it is a no-hassle process.
Do everything you can to create an in-store environment that appeals to all senses of your customers, so that they return—and bring their friends!