The Value Of "Stop And Look"

Have you ever noticed those huge inflatable Godzilla figures on top of used car lots? It may seem silly, but whoever has ordered the inflatable Godzilla is putting a large amount of faith in a particular marketing strategy. This strategy suggests that a customer who looks at the dealership, is more likely to buy from that dealership. Think about the customers who come in to your own retail store, and consider the way they browse (or don't browse) amongst your products. The goal of a retailer should be to create a store display that causes customers to stop and take a look around.

As you watch the flow of traffic in your retail store, do people tend to move directly to the items they are looking for without glancing at any of the other products or having any hesitation? On one hand you should be commended for creating an efficient sales floor that allows customers to find the things they need quickly, but on the other, you are losing sales from almost every customer. Do not misunderstand that it is still extremely important to have a well-organized and labeled store so that customers can easily and quickly find the things they need. The goal is not to make shopping difficult on your customers, rather, to make the shopping experience easy and fun. Instead of creating obstructions or confusing product placement to contain your customers, go out of your way to produce retail displays that demand attention. Much like the huge Godzilla, the right display will cause customers to stop and look for the sole reason of admiring the products (or display itself). Perhaps an impressive advertisement or the perfect store fixtures will feature a product in such a way that people will want to take a moment and look. Think about creative ways to construct such a display, and position it in a strategic, trafficked place in your store. Once you have become more effective at using these kinds of attention drawing displays, then make sure you continue to change them from time to time. Customers what to see the latest products and the coolest items, so why not show them off? Every time you receive a new innovation or interesting product in your inventory, you should use that product to create a new, interesting display that will have customers stopping to check it out.

Remember, it is so critical to keep your retail space efficient and simple to make shopping easy, but there is nothing wrong with adding some distractions along the way for customers to admire. The more time they spend in your store, the more sales you will have. It is just simple statistics. Of course, this is only the case if your customers are willingly spending time rather than wandering around, frustrated, trying to find the item they need. First make it easy to shop, then make it fun!

Article Source: http://www.content.onlypunjab.com

About the Author: Ron Maier is the Vice President of S & L Store Fixtures, a leading online provider of slatwall accessories and many other store fixtures For more information, please visit www.slstoredisplays.com

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