SIGNING: The information above is from a recent retail store study. It's pretty self-explanatory: You need to properly sign your displays! Source: Jingle Bells... Christmas Sells!
MUSIC: The music you play in your store does more than entertain shoppers – it provides a background that entices them to stay longer and buy more. We like that music gives shoppers a psychological lift, maybe that’s why we’re obsessed with disco – young or old, it makes shoppers smile, so choose your holiday music with a good beat.. Another plus: the right music can make your associates more efficient, so if they’re dragging at the end of the day, crank up the tunes.
If you sell food this is a no brainer, but even if you don’t, it’s not a problem if you make food part of your store experience. Offer hot coco to welcome shoppers in from the cold. Place a plate of cookies in the area where female shoppers park their guys. Host a wine tasting. Partner with a local restaurant for an in-store event. The ideas are endless. Just remember that when customers try, they usually buy, so while their mouths are full, stick a cool product in their hands.
SMELL: Remember that old retail adage: “If it smells, it sells”? Turns out it’s true: researchers have found that a pleasant-smelling environment has a positive effect on shopping behavior. We all respond to good scents, maybe because they have the power to evoke memory. We’ve all gotten a whiff of something familiar and have been instantly transported to another place in time. That’s what made aromatherapy so popular.
Now we have Aromacology: the science of scents and their effect on our minds and moods. Grapefruit, for example, will give shoppers more energy, vanilla will calm them when the store is hectic, pine will inspire positive feelings, and cinnamon is said to attract money. So put out the potpourri so that its scent permeates the air. Better yet, purchase scent diffusers and place them throughout the store. Visit ScentAir’s website to learn more about the science of smell.
TOUCH: Some stores set such intricate displays that shoppers are afraid to touch them. Even worse are the sales people who follow shoppers around the store refolding sweaters and fluffing the displays customers have the audacity to touch. Give us a break – shoppers supposed to mess up the store!
Make sure that your displays are set to invite customers to play. Add small table displays throughout the store and invite shoppers to try before they buy. Choose an Item of the Day that store associates carry around with them as they work. Encourage them to show the item to customers, inviting them to take a look or try it out. Make a visit to your store a fun and interactive experience – not just a place to buy stuff!
COPYRIGHT KIZER AND BENDER . ALL RIGHTS RESERVED
