Ideas For Small Store Owners
Just when you thought you had run out
of things to try, here are five ideas to customize and apply in your store
to increase sales and gain the edge on your competition.
1. Animate your window display.
How often do you change your window display?
Once a month? Once a week? Try changing your window display every day!
I saw a very successful display that had five or six mannequins facing
left and right with a backdrop of a street scene. Every day the mannequins
would move a short distance in the direction they were facing and the backdrop
would pan left or right along the street . Sometimes the mannequins
would stop to talk to each other as those around them continued
on their journey across the window. Although the store was slightly out
of my way I found myself taking a detour to see where the cast of mannequins
had got to and what they were doing! Your display does not have to be as
complicated as the one I saw or even tell a story but use your creativity
and imagination to change your window every day and create an illusion
of movement.
2. Music does sell.
In a recent study French and German music
was played on alternate days for two weeks in a UK supermarket. During
the two week period there were in-store displays of French and German wines.
The statistics showed that French music led to French wines outselling
German wines, whereas German music led to German wines outselling French
wine. Responses to a questionnaire suggested that customers were unaware
of the effects of music on their product choices. Music is an essential
element in any store because it can be used to create atmosphere and add
texture to the environment. Can you think of a way to use it to directly
influence product choice in your store!
3. Discounted impulse items.
This is an old idea but so often overlooked.
Store owners know that Save $15" is a much more powerful message
than "20% off" and they also know that the best time to sell an extra item
to a customer is when they come to pay. Experiment by combining the two
and display only discounted impulse items near or on the checkout counter.
4. Your customers have email.
Now that almost everyone has an email address
why not build a database of email addresses of your customers. Ask them
at the checkout counter if they would like to be notified of seasonal sales,
the arrival of new items etc. Don t give them a form to take away and complete
because quite a few forms will never come back. Also don t ask them to
write it down because it can hold things up if you have a customer waiting.
Just keep a pen and lined paper handy, at a suitable point, ask them what
their email address is and write it down for entry into your newsletter
mailing software later. You only need to be successful at collecting a
few email addresses every day and by the time your sale comes
around you could be emailing thousands of previous customers to let them
know about the outstanding bargains!
5. Use the silent sales person.
Small store owners can be divided into
those that care about in-store signage and those that don t. Poor signage,
too many signs, misleading messages, spelling errors and signs written
in black felt marker all send a negative message about your store and product.
With the wide availability of desk-top publishing programs and cheap high
quality ink-jet printers there is no excuse for poor in-store signage.
Make sure you produce professional looking
signs, use good quality paper and uniform size acrylic sign holders. Decide
what type of signs you need and for each kind select the key components.
For example, title, price, product knowledge, ideas for use etc. then set
up a template for each type of sign in your desk-top publishing system.
This will make it easy for you to create new signs quickly and easily.
Choose a simple two or three color scheme
and stick to it throughout the store. Make sure your signage is easy to
read and don't try to put too much on one sign. Change the signage as often
as you like so that regular customers don t get bored. Remember your silent
sales person is always there when the customer needs them, can say everything
about the merchandise that you would want them to and works all the hours
your store is open.
Author-Bio: Jodie Deen |
