Retail Observer

RETAILOBSERVER.COM APRIL 2016 56 B U Y I N G G R O U P N E W S RO Doug Stewart, Director of Training at Mega Group RO H as this ever happened to you? You approach a store's front doors. There are two traditional aluminum and glass doors, each with a handle. You pull on one only to find that it is locked. You pull the other and that door opens fine. What just happened? You, a customer, have just been ever-so- slightly irritated by this small occurrence. You had an expectation that during regular shopping hours, doors with handles should be open, right? A small expectation was not fulfilled. In your store, have you ever done this? Pinned one door locked with the other open? Why? Chances are you forgot to pin one door shut when you locked up one night and the wind (or someone) forced the doors open setting the alarm off. So you made a decision to always keep that other door locked so this never happens again. Sound familiar? Think of the customers that you're giving a 50-50 chance to that they'll open the right door the first time. Hey, if you still want to keep that door locked, fine. Just remove the handle so you're not playing "gotcha" with your clientele. And while we're on those aluminum framed doors and windows; have you taken a close look at them lately? Do you need to send someone to the grocery store for a box of Brillo pads to clean them off and get them looking new again? These are just two small examples of what a customer sees and experiences all too often. They might not even be aware of this other than in their subconscious. But something is irritating them, they just don't know what. Potholes in the parking lot? Painted, striped parking spaces barely visible? One or more letters in your store sign flickering? Posted store hours incorrect or not in the front window at all? And speaking of the front window, is it displaying outdated information; is it sparkling clean? All of these potentially bothersome traits that a customer might experience have happened before they even step into your store! When you enter your store in the morning how often do you stop and just stand there and look around? What do you see? Are lines of sight open and clear to the back of the store or are they blocked? Are yesterday's UPS deliveries still piled up and visible from the front door or already neatly put away? Is the merchandise that is on display arranged so that customers can easily move about or is it somewhat of an obstacle course? Unfortunately, all of these barely noticeable things accumulate in a customer's mind that creates an atmosphere about your business that you're better off without. Nobody is going to give you points for doing things right. That is an expectation. So unless you do everything right, all a potential customer can do is take points off. Do you make sales in less than perfect store atmospheres? Of course you have and do. But it's much harder. And very often the compensation to the customer for subjecting her to this is a discount that may not have been necessary. Good housekeeping can set you apart from other local competition. This is something that big box stores are sticklers about. I'm sure you've noticed this. It is one of the first things that corporate regional managers inspect when making store visits. Store managers cringe when their housekeeping habits are called out and challenged. It pays to pay attention to the details. Not only will your custom- ers notice you by not noticing you, so will your employees. Teach and encourage them to look after the details. Work as a team. Customers do pick up on (and think favorably) when they can feel that sense of pride permeating the showroom floor. Always remember that you are being judged consciously and subconsciously by your customers. WHAT CUSTOM ERS DON'T SEE MATTERS

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