Today’s ‘Word to the RetailWise’ is: Look at your store – including windows, cash desk, fitting rooms (if any), displays, etc. – from your customer’s point of view.
Literally…position yourself exactly the way a customer would.
Walk past your windows, stroll around looking at displays and signage, touch the merchandise, if applicable try a garment on and see what the fitting rooms are like, etc.
Many would say that they do all of these things as a routine and they complete a checklist to ensure everything is perfect. But that is not what we’re suggesting. Anything that has become routine enough to be added to a checklist can easily be dismissed, glossed over or taken for granted. You know what we mean, don’t you?
The point here, is to determine what the customer sees and senses, not whether policies and procedures are being followed.
Are the windows too crowded? Is there dust anywhere? Are the lights aimed properly or do they shine in your face? Are they casting an unusual color of light onto the merchandise? Is there room to move around freely? Are the signs clear or confusing? Are there any sharp edges, pointy hooks, loops in the carpet or anything else that could represent a safety hazard? Is there gum stuck to the floor?
Are the employees well groomed? Are they all poised and ready to assist? Do you like the music that’s playing? Is the door to the backroom or receiving area propped open revealing a not so pretty picture? Are the mirrors and glass all crystal clean?
When standing at the cash desk – remember…from the customer’s side – what do you see? A mass of wires coming out of the POS? Merchandise, paperwork or supplies piled high? Dust? Cashier’s notes stuck all over everything?
What the customer sees and senses, while in your store, is really important. There are plenty of other things you can look for when you do your customer walkthrough. Only you can come up with them all for your particular business. This is just a start.
Aim to perform this exercise often, but spontaneously.
All the Success!
PS: Check our most definitive resource center for retail managers and enroll! The Retail Business Academy