Bucking for Straight A's

I read a good article in MedEsthetics magazine by Stacey Burns about five "A's" to use for evaluating your retail environment. Their publication is targeted to the spa and personal care industry, but the principles apply to every store.

Is your retail environment accessible? Do your guests feel welcome? Can they come in, touch, smell, and experience the best of what you have to offer?

Is it adjustable? Can you adapt to changing merchandise, or are you locked in to one configuration or arrangement?

Is it authoritative? Do your signs and graphics tell your customers what they need to know about your merchandise, your store, your company? If your staff can' t help right away, does your store help guests to understand the value you offer?

Is it attention getting? Do your lighting and decor tell customers a story that they can't hear anywhere else? Do props, fixtures, and POP displays express your store's unique identity in a way that makes people want to know you better?

Is it appealing? In retail, the old cabinet-maker's maxim applies: "Perfect is good enough." Flawless displays create an image customers want to identify with. Dust, dents, and disordered shelves do a disservice to your merchandise and to your business.

In today's retail, the way shopping feels to your customer is as important as the cost and quality of the goods you are selling. You are not just building a store, your are creating an environment that will define you for your customers long after they are out the door.

Is your store making the grade?

--- Bob Johnson, Corporate Sales Director