Hot Spots are any place customers tend to spend longer periods of time. Good examples of Hot Spots are the front windows, classrooms, croprooms, frame shop counters, checkout counters, service counters, and check outs.
Front windows: Are they clean and inviting? Are there photos or easy-to-read signing that show the world what you sell? Are the displays exciting enough to entice a customer who hadn’t intended on stopping to come in and shop?
Have you planned your holiday windows? Windows are the eyes of the store – they let customers know there are cool things inside. And they can be a huge draw. Why do you think the big department stores take an entire year to carefully plan their holiday windows? When windows are well done they build strong word-of-mouth, and that brings potential customers to your store.
Classrooms and Croprooms: Are the classrooms clean, organized, and well-stocked? Are there displays and examples customers can view? Are theses displays rotated frequently? Is the equipment in good repair?
How about the chairs? Most chairs have been designed to fit the derriere of a 23 year old – how old is your average customer? Some of us just need a little more cushioning when we sit for long periods of time. Compare your classroom to a spa – invest in good chairs, on wheels, that customers sink into and don’t want to leave.
Counters: Your service counter and framing counter need to be inviting, with all the clutter behind a door, hidden from customer view. Both of these areas should be merchandised as carefully as you merchandise your checkout counters. Yes, we said merchandised, just like any other fixture in your store.
Some things to think about: Make sure that each of these areas provides enough room for customers to complete their transaction in comfort. Set intriguing displays behind each one so that it’s impossible for customers to take their minds off of the merchandise you sell.
Fill your checkout counters with irresistible impulse items and “shut-up toys” mom can buy to keep the kids quiet. And make sure that all the policy signing is well written so that it reads in a friendly, we-value-your-business voice.
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