How do you capitalize on being a retailer in a down market? Shake it up!
It’s time to make people believe you have a lot going on in your store, even if there’s nothing new.
There’s a reason my mom (back when she was a housewife) rearranged the furniture every few months…because it was a fresh look that brought different pieces of furniture to the forefront and shined the spotlight on things that perhaps had been forgotten or hidden (I personally think she did it because she was bored but it’s her fantasy, we’ll let her go with it).
The point is, that without spending a dime, her rearranging of the furniture made it seem like a whole new room. And that’s what you need to do since it’s likely that your traffic and transaction counts are down – you have to capitalize on the customers who are coming into your stores.
THE REAL WORLD RETAILING TAKEAWAY
Sometimes creating an imaginary world allows you to actually believe too.
Alright, I guess part of my past at Disney crept into that statement. But it’s true.
Moving things around in your store will remind you of all the great products you do carry, and it will help you remind your customers as well. You’ll be opening their eyes to products lines they may have never seen before. So what do you do?
- Bring the front to the back and vice versa. A whole store move can be a lot of work. So do it by product line or by a category of products. Make sure you plan ahead so you know what you need to accomplish (and it doesn’t disrupt your entire store). Bringing merchandise from the back to the forefront will certainly cause your customers to take note.
- Bring the bottom to the top and vice versa. A word to the wise – you always want to keep your best selling items or lines at eye level. So don’t put a bunch of no name, bottom-shelf dwelling items at eye level as you’ll only decrease sales. However, there probably are some lines you carry that deserve more prominent positioning.
- Shake up the cash wrap. Move some new items onto the cash wrap. Shake up your customer’s perceptions about what can be a cash wrap item. A cash wrap item can be just about anything that’s a quick, and inexpensive grab and go item. It can also be something that you want to highlight, be it a new item, an expensive item you want them to ask about, etc.
- Flop men’s for women’s and the other way around. National apparel chains do this all the time. Just when you think you have the store figured out, they flop the entire store, moving the men’s to the right side of the store and the women’s to the left. They do that for exactly the reason I’m writing about – to cause you to have to re-discover the store all over again (hoping you’ll see new items that you’ll purchase).
There are ways to beat the economic blues without spending a dime. All it takes as a little forethought and elbow grease to rearrange your store. Do that, and you’ll have your customers discovering a whole new world (my Disneyisms have gone far enough so I’ll spare all of you the pixie dust closing comment).