Retailers Must Spare the Shop Worn Look

Slower Turns can make Merchandise Lose Its Luster

Recently, I’ve been in a few stores that have faced lower
levels of traffic in this new era of retail. Traffic is down
and so of course are sales. Employees in the store
have accepted things the way they are. The store lacks
energy and there is a feeling of resignation when you
talk to the sales people.

This is where the store manager and the quality of their
leadership can make a real difference. In many cases,
complacency and indifference of the store manager
affects the employees very quickly. Staff lose their
proactive attitude and the store’s presentation can
subtly deteriorate over a period of days or weeks.

Customers see the same old merchandise at the same
old prices in the same place. Nothing is looking new or
fresh, and merchandise is gathering dust as well. The
value perception of course, that customers experience
diminishes and so do sales. The store can get into a
downward spiral.

Step back and take a critical look at your store every week.
If  YOU were a customer, what impression would you have?
Merchandise presentation and maintenance must be 100%
during these challenging times. All goods must look crisp,
clean and perfect. Merchandise, lighting and fixtures should
be clean and dust free, and the cash desk must be totally free
of debris and clutter.

Customer buying decisions are made with more hesitation these
days and lower levels of confidence. Merchandise that is not
displayed to perfection can tip the scales in the minds of the
customers and defer a buying decision. Keep merchandise looking
fresh and make sure that displays are changed more frequently to
prevent lighting or sunlight damage to merchandise colors.

Take Action Today:

1) Discuss with staff how critical store and merchandise presentation
is during the New Economy. Make the connection between lower
buying confidence and perception of merchandise.

2) Systematically walk the store daily and consider assigning every
employee a section to maintain as their personal area of responsibility.

3) Rotate merchandise at least every two weeks or weekly if possible.
Change all displays weekly, including display windows.

4) Dust everything daily. Ask staff to dust  every spare moment.

5) Be proud of your store and strive for perfection every day, and sales
will follow!