Are You Paying Attention?By C. Brandt

Stores

Lakeland

Buildmart

Clarks

Candelite!

New Look

Sharaf DG

Averages

Insight

Many people shop as couples or as a family.

Opportunity

Data collection for stores may be collected in a manner showing more than just averages.

Example: Parent with children – average age could be misleading and a family of five may appear as 20% of shoppers making a purchase, if family is counted as a unit then % is closer to 100%.

Browsers vs. Hunters

Insight

For my stores, folks are “HUNTERS” and are hunting for something in particular.

A “BROWSER” may want to look and touch, but not necessarily buy.

Opportunity

Teach clerks how to recognize if a person desires assistance and how much. Are they a browser or a hunter?

Sales

Insight

My “high-end” stores did not have a “SALE” table or area of the store.

Opportunity

Create a “sale area” even if they are not “on sale.” One store had a “new arrivals” area.

Cash Register

Insight

Cash register locations varied.

Opportunity

Explore alternative ways for customers to “checkout.” Identifyways to make checking out a more pleasant and efficient process.

Break Times

If multiple employees take the same break time, the ratio of staff to shoppers will temporarily change. Opportunity to change break times.

Stock Displayed in Stores

Insight

Many stores are not crowded with large quantities of merchandise.

Opportunity

Educate stores about how “CROWDED” appearance effects shoppers opinion of stores.

Store Name

Insight

Stores clearly identify their store “NAME” on an easy to see sign.

Store names may not tell what is inside OR may creatively tell about what they sell.

Opportunity

Interview stores regarding name or adding to the store name.

Customers and Merchandise

Insight

Many customers enjoy touching and handling store merchandise.

Opportunity

Brainstorm practical and enjoyable ways for customers to handle merchandise.

Customers and Merchandise

Insight

Customers may walk in a direction that is more open with displays at waist level or lower.

Opportunity

Encourage stores to have a aisles with items displayed at waist level or lower. Investigate “walk pattern” to increase area shopped.

Colors

Insight

Color effects human behavior.

Many stores use the same color combinations.

Opportunity

Educate stores about color usage. Test color combinations.

Additional Insights

Insight Open doors seem welcoming.

Floors, ceiling height, brightness of lighting help set a tone.

Brightness may suggest openness and imply a level of honesty.

Smells and music can be easily adjusted.

Uniform or nametag helpful to identify employees.

Greeting customers at the door may decrease theft.

Clerk’s Level of Ease

Insight

Clerks level of ease makes a difference.

Pensive clerk vs. a relaxed competent clerk.

Opportunity

Teach managers and clerks skills and techniques to increase ease.