In Store Strategy
You have a great plan. Your value strategy is sound. The advertising is getting people to call or come in to the store. Does the first touch one on one between your business and your potential customer match what you are telling them?
STORE APPEARANCE – Well lit, clean and organized. Sounds simple, but when you have been in as many businessses as I have, well, trust me, don't take this for granted.
HIGHLIGHT ADVERTISED SPECIALS - Don't make people ask where the specials are. You are advertising them because you want to sell them. Sometimes businesses want to test their advertising by making consumers jump through hoops to get something. Don't test the advertising. It is proven to work. Let your money work for you. Have a display or a flyer describing your advertised products or service. Have your staff mention them and ask if they had heard or seen what you are advertising. Aided recall works wonders.
CLEARLY PRICE MERCHANDISE - A great number of shoppers want to look around and gauge what they are interested in before they talk to anyone. They HATE asking the prices. Please clearly mark your merchandise or services. Even if the pricing is complex. Have it as "STARTING AT " or give a price range. Have you ever been to a jewelry store and had to ask, "How much is that one?", only to have to play it off cool with a little nod of the head when it is ten times more than your price range and you quickly slink to another area of the counter. Never wanting to ask again.
WELCOMING - Greet consumers when they come in with a smile and a greeting. Offer assistance if needed. What if you offered everyone a water, soft drink or coffee while they shop? Partner with a local coffee shop. One bank locally gives fresh baked cookies to their guests. This goes for the phones to. Have a cheerful, helpful voice on the phone when consumers call. Your on hold messages can re-inforce your advertising strategy. Many potential customers are lost due to poor phone!
Many advertising campaigns have been ruined by poor strategy in the store.
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