Real estate developers will tell you retail is all about location, location, location. Sharp retailers will tell you over and over again that retail is all about the customer.
“Retail success is achieved by focusing on what the customer really wants,” says retail consultant George Whalin in his August e-newsletter. “Retail failure occurs when the blame for lack of traffic and poor sales is attributed to something or someone outside of the business. Your customers want merchandise that pleases, delights, amazes, solves a problem or serves their specific needs.”
The best merchants, Whalin says, not only have great intuition and taste, they also can anticipate what their customers will love.
Another thing about customers, according to Whalin, is that they want a pleasant, convenient and memorable shopping experience. And, they want policies, procedures and systems that are focus on them. “Unfortunately,” he says, “some of the policies and procedures used by retailers are so cumbersome and so one-sided they alienate customers instead of helping them.”
The above tips came, with permission, from George Whalin’s copyrighted Retail Management E-Letter.