simplerich

There are three points of contact that are super-important for the retail customer.

1) What does the approach to the store front look like? Awning, lighting, windows, doors, employees/customer hanging at the door smoking, ash trays, garbage on the sidewalk.

2) How does the store look, smell, sound, feel from 10 feet inside the door, the Launchpad? Radio too loud? Can customer get a feel for where they’re going from there? Can they identify an employee from there? Have they been greeted? Is there a stink from air fresheners, cleaning products, how well is the store lit?

3) At the cash-wrap. Is the cash wrap area cluttered? clean? professional looking? Is the employee’s lunch all over it? Is the employee’s receiving/shipment work all over the place? Are there customers lounging at the counter area hanging out with their friend? Will the customer feel OK about taking their wallet out there or not?

Store Front:
If the store front is shady looking a customer may never walk in the door. Got a lot of cans leaning up against the wall? Are there wrappers and cans on the sidewalk? Do you provide an ash tray? Where is it? Is it a smelly nose-sore? Maybe it’s easier to sweep up cigarette butts than walk past an ashtray that’s been rained on and is now giving off a cloud of wet ash smell to any who walk past. Do you have an awning? Do the birds know about it? Are they parking themselves on top of it covering the awning with their erm… leavings? Who wants to walk under that? If it’s lit are all the lights lit? If half the lights work that’s not half right. That’s all wrong. Are the glass windows and doors cleaned and finger-print free? If your store looks dirty from the outside there’s a good chance I won’t go there.  Here in town there’s a tattoo shop that I’d like to visit. They have body jewelry and ear rings and I’d like to get some. Outside their door are three lawn chairs where they and their friends sit and smoke. I’m not walking past that.  As a 40 year old man I’m probably not their target customer, but I’m A customer… or I would be if I didn’t have to walk past extras from West Side Story to get into the place.

The Launchpad:
It’s called the Launchpad because it’s from here that the customer launches into your store or scrubs the mission and leaves. This is the area where they assess how your store looks and feels to them. If the radio’s too loud people will leave.

That’s just sound. How does it smell? I didn’t shop at Bed Bath, & Beyond for YEARS because it was so overpoweringly smelly. Granted, that’s their thing… but I’m a guy (again, not their target audience). An air freshener over the front door may be a great idea two minutes after they walk out but it’s not cool to walk into the cloud of cherry or vanilla scented concentrate right after it’s shot out of the dispenser. Is the front area cluttered? Are there tall walls of grid wall or walls of displays blocking the view of the store? If so it makes it hard for the customer to see where they want to go. It also makes it less appealing because it’s not open. People don’t like to feel closed in or trapped in stores/shops. They like to know there’s room to move around and that they can be seen and see other people approaching. I’m not talking about merchandising or sales or end caps in any of this. I’m talking about the experience, the comfort level of the customers. Is there a visible employee that they can identify in case they need help or want help finding something? In some shops it can be off-putting to walk in and find you’re the only one in the store. I’ve let out a soft, polite, “Hello?” before wondering if I’d stumbled upon a murder scene and didn’t want to round a shelf of spices only to find between the cracked pepper and the vanilla beans the dead body of the  Penzey’s employee. Florists are the worst for this in my experience. It seems I only enter a florist when they are in the cooler, probably hiding the body of the last customer.

Cash-Wrap:
Last chance time. By now the customer is ready to pay and leave. Is there room to put their purchases? Is the counter cluttered and buried in potential add on sales so that it’s a huge confusion of product and cruft? Is this the only work space the employee has? Some times it’s impossible to put your purchases on the counter because there’s a UPS box there where the employee is unpacking and receiving shipment. I get that work happens that isn’t customer related, but just like the view should be unobstructed for the customer, surely the employee can see the customer approach the counter and make room for the one who brings money into the store? A quick smile and apology is all it takes, making me wait as you finish receiving your box of Jelly Bellies and ignore me isn’t endearing me to you as a retailer, and I love my candies! Oh, and shift change? Not my problem. Don’t make it my problem by making me wait 5 minutes while you do it. I get that shift changes happen, but you know what else happens? Customers… we’re paying, don’t say “It’ll be a while. We’re at shift change.” Are there friends or family lounging at the counter hanging out at the counter chatting? If I’m making a purchase I won’t be if you’re visiting at the counter or worse if I have a question I don’t want to feel like I’m interrupting.

There’s a lot going on that doesn’t involve prices, competitors, competition, or how product is displayed.  It’s the appeal of the store and the experience of the store itself. None of this is new. It’s old stuff that everybody knows and hopefully everybody does, but when you find a place that doesn’t you’ll notice right away… and you probably won’t shop there too many times.

I shop a lot at amazon.com and I rent movies through netflix.com. Those two sites know me. They know what I look at, what I buy, and what I watch. Subsequently, when I go back they’re able to suggest other things I may like as well.

Once upon a time our town had a comic book store and the people who worked their knew their comics. They knew them to the point they could, if I bought MongoDROID Issue 17 they could suggest that I might also like Mongopolypse Issues 12-16: The Chubby Rain* mini-series. This sort of product knowledge that they had was what kept me coming back to their store.

When I used to go to GameStop here in town the staff there was able to help me pick Nintendo DS games based on what I’d bought in the past and subsequently returned. They knew what I’d bought and kept and were able to suggest games that I might not otherwise have considered (anything with an animal in it I would never choose to buy on my own). Their expertise in their area was what kept me coming back as a customer. It wasn’t great prices or anything like that. I wanted to talk to someone about something that interested me and get feedback and suggestions. (the staff now isn’t as good as what they had before so I don’t shop there. I went in yesterday while waiting for a hair appointment and they ignored me while I looked at a game system, not a game, the system… that’s a big sale they didn’t even try for. It’s why they get no more of my gaming dollars.)

I don’t make any purchase over a hundred dollars without first finding out if there are amazon reviews on the product. Seriously. I use the wisdom of the masses to help me buy things. I was looking at car stereos today at a local car stereo shop and got some part numbers. I’ll look them up for reviews before I buy. Not because I don’t trust the guy. He was pretty helpful and the information he had on my old stereo matched up with mine. But we don’t have a relationship yet. I don’t know if he’s motivated by commission or trying to sell out old product or trying to help me, so I’ll consult Amazon.comand Crutchfield for information first. That relationship is something that is important to consumers. Hank Hill references it when he talks about “his car guy” in an episode where it turns out that through his masterful negotiation skills he’s paid “Sticker price” for years. That’s a case where the salesman was a jerk. I’m not talking about that. I’m talking about the establishing trust, having a specialized knowledge and expertise, and having a desire to help the customer get what they want.

When you’re in retail, and I am… if you’re a smaller specialty shop this is what your employees have to do. They have to know the product in the store. They have to engage the customer and find out what they’re looking for, what they’ve tried, what they liked and didn’t like about previous purchases, and try to figure out what is in stock at that moment that will help the customer right then. If it’s not something that’s in stock at the time the sales person needs to be VERY good to have the customer come back to them. If I tell the customer, “Oh, you mean the widgetmaster 2000? That’s EXACTLY what you’re describing and sadly, we’re out of stock but should have some by next Thursday for the low low price of something reasonable,” the customer is now armed and able to go to Internet.storefront.not.me.com and order it there… and I lose out. It’s not their fault. It’s my fault as a retailer for being out of stock.

This is a clarion call for all those boutique type stores out there, those one-shot type stores that do one thing… if you’re not going to do it well, you’re not going to do it long. That comic book store I was talking about? I thought they did things REALLY well. Knowledgeable staff, big selection, no competition within 100 miles to speak of, and plenty of local events to keep people coming in. They went out of business anyway. So, if you’re NOT doing it not just good, but really good, you’re not going to be doing it for long. Sometimes, even if you are doing it really well the ball bounces the wrong way and places go out of business. There’s no reason to be in retail if you don’t like retail. Honestly. There are so many other jobs out there, why do one you don’t like?

*Two points if you know the reference and give it in the comments.

PS: What’s the picture of the bowl of Trix have to do with anything? Nothing, but isn’t it bright and colorful?

I’m in retail. Not a big box type store, a specialty type store along the lines of a GameStop, Candle store, Cell phone store. People who come to my store are coming there for what I sell. People don’t just come into my stores to wander and kill time like at a Wal-Mart or Target.

Today I went looking for a blue tooth earpiece and I knew what I wanted. I’d done my research. I wanted a Plantronics Discovery 975 Bluetooth Headset now that link will take you to Amazon.com where I have free 2nd day delivery and a price that was lower than the store I found it in today. I’m a fan of shopping locally when I can and when they have what I want. There are times when I want something right away and if I do all my shopping online all the local stores will dry up. We can’t ignore our local stores for just the big box stores or the Internet options. This Christmas should have been a HUGE wake-up call to retailers. The Internet isn’t going away. At least half of all Christmas shopping this year was done online among my friends. That’s money leaving town and jobs following the money out of this town.

I went to two cell phone stores today and one was super busy and under-staffed so I couldn’t get help. They had the thing I wanted, but it was locked on a peg and I couldn’t get it off and there was nobody to ring it up for me if I could have. One employee. Yes. I’m sure that helps your labor stay down, but you lost a sale when you were too busy to take my money.

Three doors down at another local wireless store they had the item I wanted and two sales associates working, both sitting on stools talking to each other when I walked in. I shopped for a bit, looked at the phones, no new ones, and still loving my HTC DROID Eris Android Phone, then I wandered and looked at cases for the phone. Evidently the girl on the left was having an ugly breakup with her boyfriend… no, I’m not kidding. So, I stood in front of the accessories and waited, fiddling with them for a minute or so, listening to their story, and then I left. I waved at them as I left the store. They smiled back at me.

Retailers. Wake up. You aren’t necessary any more. I’m not kidding. Nobody NEEDS to shop with you now. EVERYBODY can get what they want from somewhere else. I don’t care how you think your nearest competition is a hundred miles away. You’re wrong. Your nearest competition is as far away as the public library or the nearest internet connection.

If you and your employees don’t want to be in retail keep doing what you’re doing and soon you won’t be in retail. The Internet isn’t going away. If you don’t want to go away you’d better step it up or I’ll wave good bye to you as I leave your store.