How often do you
look at your sales floor through the eyes of your customers? Once a year? Once a quarter? Never? We recommend that you be a customer in your store at least once
a month. This invaluable trip will help you zero in on things that are out of
place or need your attention. Our No-Fail Perception Exercise will help. Here’s
how:
KIZER &
BENDER’s No-Fail Perception Exercise:
1. Look at the
same things that you review each day during your 360 Degree Pass-By. During
this exercise, you will spend more time observing each area.
2. Don’t fix,
move or adjust anything in the store before you do this exercise. You want a
clean vision of what the store really looks like on a typical day.
3. Survey your
store during regular business hours – not before opening or after closing. You
want to do this exercise while customers are in the store shopping.
4. Dress in the
same attire as a typical customer. If it’s cold outside, put on a winter coat.
If your customers tend to shop with children, haul a stroller and diaper bag
with you. If you are a scrapbook or craft retailer emulate your customers: pull
a rolling tote while your arms are filled with all things your customers
typically bring with them to a crop or class. You want to recreate the
customers experience as closely as possible.
5. Don’t just
put on your coat and walk out the door. Hop in your car and drive down the
street. Re-enter your parking lot and drive by your store from all directions
so you can see it from different perspectives.
6. Carry a
notepad and make a list of things to do; you can prioritize your list later and
make changes as necessary. You might even want to ask a store associate to do
the same exercise – you can compare notes later.
Remember that
perception becomes reality. If you do not control how your store is perceived,
it just might get away from you. Customers will create their own perception of
your store and you might not like the one they choose. Your diligence will help
ensure that customers see your store as you want them to see it. That alone is
worth the time it takes to look at your store through your customers' eyes!
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