If you want to be more successful, you have to be even more attractive. You're probably thinking, "That's easy for him to say!" Okay, you're probably not thinking that, but you might be thinking, "What do you mean 'be more attractive'?
Let's first look at the definitions of "attractive" and "attract."
1. arousing interest or engaging one's thought, consideration, etc.
2. having the quality of attracting
to draw by appealing to the emotions or senses, by stimulating interest, or by exciting admiration; allure; invite
Attraction is the result of how a store looks and feels, how the staff appears, the quality of the staff engagement and store experience, product and presentation, activities and events, marketing, and sales.
Running sales is the easiest - and most overused - way for stores to be attractive. It results in little loyalty, and even less profit. Since you're a regular reader of The Weekly, I'm sure you're attractive in other ways.
To create more customers and more sales, you want to think about ways to be even more attractive, especially to customers walking or driving by the store. Attracting only a few new customers each day will have a positive impact on your business.
Here are five ways specialty stores can be more attractive to new customers without marketing.
1. Crank up the energy! It happens all the time. A customer peers into a store, and keeps walking. Why? Because the store didn't feel inviting, and/or the staff didn't appear interesting. It can't be the products. The person didn't even walk in!
On slow days, turn the music up more. Have fun. Make sure the staff is aware of the signals they're sending to shoppers walking by. Make people want to come see what's happening in your store.
2. Add to, or improve, your lighting. Bright, well-executed, lighting makes a store pop, and that attracts more customers. Compare the Apple store to any number of other stores in s mall. At the very least make sure your front display POPS. Not pops. POPS!
3. Engage window stoppers. Notice I use the word "stoppers" instead of "shoppers." A person has stopped to look at the window display, and the goal is to get him/her into the store. Window shoppers don't make you a dime!
This is done well by some of our client's stores. If a customer is looking at something in the window a staffer will walk right out and start selling the customer. Even better, the salesperson will bring the product out and put it in the potential buyer's hands. Now that's window-shopping!
4. Create and execute micro-events. Use signage at the door, or just outside, to promote the free handbag cleaning, or special trunk show, or tasting, or whatever. That creates interest. Have a handful of events with signs and props the staff can pull out whenever they need to.
5. Ask your staff. Put up a large sheet of paper and ask each employee to add at least two ideas for ways the store can be more attractive. I think you'll be pleasantly surprised with what they come up with. You're staff is not only attractive, they're smart, too!
So let ask, how can your company and staff be even more attractive?
Doug Fleener, a proven retail and customer experience expert and consultant, helps companies dramatically improve their customer experience and their results. Visit our Dynamic Experiences Group website, or call Doug at 866-535-6331 to discuss how he can help you create an extraordinary experience and results.