Retail Contrarian

How to be even more attractive

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."

at·trac·tive

1. arousing interest or engaging one's thought, consideration, etc.

2. having the quality of attracting

at·tract

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.

A London shopping excursion

On a recent trip to South Africa to work with a client, I had a 13-hour layover before continuing on to Johannesburg. After a shower to freshen up, I headed off for my London excursion. I took the Tube, London's subway system, directly to Piccadilly Circus from Heathrow. Here's a recap of my London expedition, with ideas you may be able to use. 

My first stop was Burberry's new flagship store on Regent Street that had officially opened just a few days before. What a store! It's truly where the past and present converge. The building was built in 1829; in the twentieth century it was one of London's first movie theatres. The architectural detail throughout the 44,000 square foot store is just amazing.

When you first come into the store you walk down a set of stairs into the main room, where your eyes are immediately drawn to the 22' video screen. This is only one of the 100 video screens in the store, but because of the architecture and fixtures, the store doesn't feel overly contemporary. This blend of modern and traditional reinforces a great brand message for Burberry.  Here's another shot of the main floor.

The technology in the stores enhances the customer's experience without overpowering it. The most interesting technology is the use of RFID tags. When a customer brings a product into the dressing room a video screen shows a video of the product on the runway, as well as video of a complimentary product. Very cool.

Burberry also has the best use of iPads I've seen in a store yet. Here, the iPads are attached to a mannequin, showing how the jackets can be the customized. They're actually wirelessly transmitting HD content throughout the store.

Each staff member is also equipped with an iPad. The iPads are in a leather case with a shoulder strap. They can do all of their clienteling, check inventory and customer history, and complete the transaction on the iPad. The staff itself is well educated, engaging, and ready to deliver a great experience.

Moving on.

 

Nespresso, the coffee capsule brand advertised by George Clooney, brings a luxury store experience to a commodity product. Who knew that selling coffee machine and capsules could be upscale? This 5,000 square foot store includes a tasting area where customers can taste and learn all about Nespresso's 16 Grand Cru coffees from the specially trained boutique specialists. They even have a private area for club members.  

Notice in this picture that the staff is dressed in suits, as well as the large display of capsules displayed behind the counter.

I don't remember which store this is, but the use of mannequin legs in the window stopped me in my tracks.

Even though the Folli Follie store is not that big, they used a primary wall display at the front of the store to display the fashion press and pictures of the products being used by celebrities. I thought that makes a bigger statement than product itself.

Here, Reiss highlights their online experience with the messaging on their windows. I especially liked how they displayed the "follow us" online.

Hamleys, a famous toy store in London, makes great use of product demonstrators throughout the store. I especially like the "Thank You For Playing" message as you exit the store. That is something you toy stores could adapt in your store.

I liked this window message from Armani Exchange. I could see college stores and other retailers that want to connect to their community doing this.

At this point I ran out of time and headed back to the airport to catch my flight.

It isn't retail, but here is a picture of Buckingham Palace and the ubiquitous London buses.  

Thank you London for a great couple hours of shopping and learning. I hope you enjoyed it as well.

Have a great week.

- Doug

---------------

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.

An Extraordinary First Impression

Here are three ways to make an extraordinary first impression this weekend or next that will result in higher sales and more energetic store.
 
1. Make sure you have a primary display that elicits a response from every customer.  The first display or set of products that a customer sees in your store needs to be an attention-grabber.  It could be an incredibly interesting product ("Very cool"), or a great deal (Wow!"), or products displayed in a fun or amazing way ("That's awesome")
 
You can use bulk, motion, music, lighting, or a combination of them. You could also do something fun with a mannequin, or even post a silly sign like "25% Off and Free Good Karma with Every Purchase."  Get your staff involved in brainstorming your unique primary display impression.
 
 
2. Welcome your customers in a non-traditional way.  Skip "how may I help you" or "what brings you in today" and go for something unique.  A few examples include:
 
* If your state is one of the several holding a sales tax holiday this weekend, welcome customers with a "Happy Holidays."  It's simple but it stands out. US stores could do it on Labor Weekend too.
 
* Offer customers Mardi Gras beads, something to drink and/or eat, or something else different they come in.
 
* Theme your weekend and welcome the customer that way.  "Welcome to the Never Ending Summer Weekend at the ABC store.  We're refusing to let summer end."  I'm thinking grass skirt and all. One of our readers did an all Elvis weekend.

The Stamp Addict store in San Diego had two "Meet Elvis" weekends this month.  They have Elvis music playing in the store, Elvis decorations throughout, and customers can get their picture taken with Elvis by a local photographer.  Now there's a store that has a lot of Shake, Rattle and Roll going on!
 
* Invite a Girl Scout troop or some other organization to be the weekend's official welcoming committee.  You donate to their cause and they look cute and tell people they're the official greeters for the weekend.  It may sound weird, but it works.
 
 
3. Engage your customer with a unique offer that also creates future sales.
 
* Do a "Tweet and Like" event.  Ask customers to either tweet or post a Facebook message about your store and they get a free gift or a coupon.
 
* Similarly, stores that want to increase their Facebook presence can have a Facebook weekend.  It takes a bit of work but I think it's worth the effort.  Set a computer up in the store and give customers a gift if they access their Facebook page and "Like" your store. To make this successful you'll probably need to station someone at the computer all weekend.
 
* Offer a weekend-only drawing for customers who sign-up for your newsletter or more.  Make the prize something that every customer will say "Wow" and fall over each other for the chance to win.  A $10 gift card isn't the answer, but a $100 gift card might be.  That contact information will be worth in the long run a lot more than $100. Next week send a $10 gift card to every customer who didn't win, with a note inviting them back to the store.
 
So how about it? Are you ready to make the best first impression this weekend?

Irony in Retail

Last Sunday my wife and I took our two sons to the local grammatically-incorrect baby superstore to pick up some items for our 9-month-old.

As we strolled through the store, I saw a few examples of merchandise that was either poorly displayed or inadequately assembled. One such item was a baby swing on an elevated endcap shelf. The frame of the swing was upright, but the seat was turned to a 90-degree angle, making it impossible to sit a child in it.

Curious to see what the swing looked like when it was displayed correctly, I reached up and turned the seat to its proper position. It was then that the whole thing fell from the shelf in a cacophony of bangs and clatters. Customers all around the store popped their heads up like a giant whack-a-mole game to see what had happened.

Fortunately, despite being parked in the shopping cart next to the display, my son was unhurt. The swing didn't hit anything or anyone in its downward trajectory, and the only thing bruised was my ego. I quickly picked up the pieces and set them on the shelf, and moved away from the scene of the crime.

It took over four minutes (I timed it) for an employee to approach and inquire about everyone's condition. Her first words: "Is anything broken?" I assumed by the way she was studying the merchandise and not us that she was referring to product, not people. Her second question: "Does anything need to be cleaned up?" I held my tongue for my family's sake. My wife explained what had happened. The employee (not a manager) said "Oh, that's the second time today that's happened."

No apology, no concern. I wondered if she had come over on her own, or if another customer had said something to her. Regardless, it seemed that our little accident had interrupted her day and possibly delayed her cigarette break. My family walked out of the store without buying anything.

And here's the ironic part: The very next day's mail brought us a circular from that particular retailer. The theme of the "sale", plastered all over the front of the flier? "Think Safety!"

Love Those Williams-Sonoma Windows

I can’t go the mall without stopping to take a look at the Williams-Sonoma windows. I just love  the way they connect the store and the window displays to the current catalog and website.

Sure other retailers have  "edgier" windows that gets them more press, (think Victoria's Secret) but what makes Williams-Sonoma so special is they achieve their goal, getting me to walk in the door and/or create purchase intent. Too many retailers spend too much time trying to create pretty or cutesy windows instead of making sure they have high impact and effectively achieve the retailer's goals.

Anybody who wants to improve their merchandising approach can’t go wrong by spending some time learning and observing both Williams-Sonoma and the Pottery Barn stores.

Creating a Lasting Last Impression

One mistake some companies make is focusing too much on the customer's first impression and not the last.  Both are important for different reasons but it's that last impression that stays with the customer the longest. 

Here's a great example of a lasting last impression.  Last week I had a wonderful stay at the Denver Marriott City Center. After checking out I was waiting out front for the shuttle to the airport when the bellman engaged me about my stay and offered to hail a cab.  I thanked him for his offer but said I was waiting for my shuttle. 

He told me that would be about another five minutes until the shuttle arrived and then asked if I would like a bottle of water or a newspaper.  Even though I declined the offer, I was impressed.  THIS is how you create loyal advocates - by doing even more for your happy customers. 

We know that the way the customer is presented with their purchase is an important last impression.  A heartfelt thank-you is extremely lasting, and so is inviting them back as they exit the store. Or maybe you could offer them a chocolate or a bottle of water.

Here's a quick exercise for you and/or your managers. Take a walk from your counter to outside the front door, and look for what messages you are or are not telling your customer.

So let me ask, what else can you do to give a great last impression? 

The Cashwrap Rap

Let's take a moment and rap about the cashwrap. Having a well-designed cashwrap and maintaining it is an important element of the customer's experience. Your customer is making a purchase - that's good news - but don't ruin the whole experience at the end.  The checking-out process should be enjoyable and not made difficult by a poorly maintained cashwrap.

A recent walk through my local mall revealed some very poorly maintained cashwrap areas.  One store I visited has a cashwrap that measures something like 3 feet wide by 6 feet long but had maybe one square available for their customers to use.

In another store, one whose name rhymes with "rap," I saw binders, hangers, and other assorted items stacked on the cashwrap. The only thing you noticed was this big pile of stuff on the counter.  I'm sorry to report that when I walked past the same store two hours later nothing had changed.  Yikes!

Try these suggestions to maximize this area of your store:

1. Keep clutter to a minimum. Showing the customer 15 different impulse items usually results in few or no impulse sales.  Thoughtfully select one or two key products that a customer can pick up and fiddle with while they're being rung up.

2. Don't over-sign the area. Think of each sign as separate voice; if you get too many voices going at once the customer won't hear a single thing. Combine all of your policy signs into one single sign.

3. Maximize the space directly behind the counter. Too many retailers create a pretty display area behind the counter that serves little value. Consider for a moment what is happening at the counter. A buying customer, our favorite kind, is standing at the counter looking at this space while their purchase is being rung. What do you want to happen? Some retailers try to use that space to sell more products although that doesn't work as much as we think since so many customers have shifted from buying mode to paying mode. I like to use the space to reassure the customer about their purchase. One way to do that is to use graphics of a happy customer or of customers enjoying their purchases. Whatever you want to do with the space, do it with the customer in mind.

4. Keep it neat and well maintained. The main purpose of the cashwrap is to be the place where a customer's purchase is completed.  It's not a general workplace for the staff. Insist that it remain perfect during store hours. Ban sticky notes. Get employees in the habit of putting customer returns away immediately after the transaction. The same goes for a back counter. Its primary purpose is to hold a customer's purchases while they're shopping. Don't let it become messy with gift-wrapping scraps or store paperwork. Remember, this is one of the last things your customer sees.

5. Last but not least, no leaning! While everyone may know your name, this is not the bar at Cheers. Ring the sale and then get out from behind there. We all know that every cashwrap has some strange magnetic pull on the human body, but we need to fight it with all our might. There's nothing that turns off customer more than an employee lying on the counter. Well that's not totally true. An employee with garlic breath or chomping some big honking wad of gum is worse . . .  but lying on the counter is still pretty far up there.

So let me ask, as you look at your cashwrap today - how's your cashwrap rap? Share some of your cashwrap rap with us below.