Store Blindness - Part 2

Our previous post touched on store blindness. But the issue is bigger than just straightening up a few signs or cleaning up a tatty carpet.

Store blindness has a serious impact on your business.

Stand in front of your shop tomorrow morning and then answer the following questions honestly:

  • Is your display window clean, this includes the top half where you spotlights are located?

  • Does you store blend in with the surroundings (beige, not fun, not eye catching, not telling a story)? Does your shopfront/ window stop customers in their tracks and attract them into your store?

  • Look at the fixtures in the front of the shop. How long has it been stocked with same old merchandise? (And this is you’re most productive space where, 50 % of sales happen!)

  • Look at the left-, rear- and right walls of the shop (standing at the entrance) what do you see? Nothing but old posters?  This is a focal point and the purpose it to invite customer in!

  • Look at the counter. Is it clean, open, inviting, effective, easy, customer friendly or is it cluttered with ‘impulse’ goods? How much thought went into it? Might it just be taking up space where mums can put their handbags when getting their wallets out?

  • Move your hand over the shelves, what do you find? Dust, grime, or in some cases…nothing on the shelves - a cardinal sin!

  • Look at your shelf talkers and price tickets. Do they tell a story, if it is hand-written (conveying a message of being “cheap and nasty”? (This is acceptable if you are creating a low-price retail proposition).

  • Walk into your change rooms. Are they dirty, messy and grubby?  This tells the customer you do not care and all you want is their money. Did you know that at least 70 % of your male customers will purchase the stock if you can get them to try the merchandise on? The conversion rate drops significantly in dirty change rooms.

  • Look up at your spot lights, is it aimed at your merchandise or is it a random white light on your store floor?

  • Smell your shop, listen to noises (music) talking of sales staff while they are suppose to serve customers.

  • How safe is your store? How many trip hazards? How many sharp corners? Can a person with sight impairment navigate the whole store safely? Do you have any idea what it might cost you if a customer is injured in your store?

Take off the blinkers - and do it frequently!  Luckily we are not really blind and we can fix it. Just a little bit of effort.

[Posted by Moonyeen.]