With more people shopping online, it might seem a bit daunting to keep sales up in a brick-and-mortar store. Maybe the task is daunting in the age of technology, but it’s not impossible. Once you have the big things down — location, in-demand products, a strong customer base — the rest can come easily.
Some effort has to go into the task, though, and you need to know how to attract more customers. They say the devil’s in the details, so making minor adjustments to the store or the way you sell products can have a major ripple effect. Let’s take a look at four of the small things you can adjust that’ll lead to a better shopping environment and more sales.
1. Keep Updating Displays
As a brick-and-mortar store, you likely have displays to advertise what you sell. These can be floor decals, signs or simply how your product is arranged in either a display case or on shelves. Making a nice, eye-catching display can convince shoppers who are on the fence to buy your product.
A display is trickier to keep up with than you might think, though. For full effectiveness, you have to update or change your display regularly to bring in more shoppers and returning customers. If you keep the same display for months on end, this sends a message to your customers that you either don’t care about how things look or you’re fine without change. Customers want to see new things and know store owners take pride in their products.
2. Have Customer-Facing POS Screens
The point-of-sale or POS system is important for the checkout counter in every store. Every store has a POS system in the form of a checkout register. However, you can modernize the checkout process by adding an extra screen display so customers can see every part of the transaction themselves.
Having a high-tech checkout experience can put a small business above the competition, even over big chain businesses. They also add a point of trust with the customer, allowing her to see the entire process rather than just a small screen to display prices. This screen can show a complete rundown of the transaction as well as advertisements and store promotions, making it not only connect with your customer but also serve as a useful selling tool.
3. Change Your Store Layout
If you’re unhappy with how your store looks or feel ready for a change, re-imagine your store’s layout to better guide shoppers through it. Depending on the size of your store and your merchandise, you can change the area around to fit you and your shoppers’ needs. However, take note of a couple of tricks to ensure your layout hits the mark every time, no matter what design you choose.
When people first walk into a store, an estimated 90 percent of them will turn right. With this information in mind, you always want to put your most in-demand or advertised items to the right of the entrance.
Using this same logic, you should usually put the checkout to the left of the entrance so customers can walk through in a loop, theoretically. There are a lot of layouts to check out and practice with, so it comes down to whatever works best for your store.
4. Develop Happy Employees
Shoppers can sense the mood of your employees, knowing the difference between a miserable or happy employee. Naturally, shoppers will want to support stores where they think the employees receive fair treatment. Some stores see this situation but over rectify, sometimes forcing employees to appear happy when they aren’t. Shoppers can see through that, too. Develop happy employees by offering them reasons to express happiness.
First off, hire people genuinely passionate about your business. Passion translates into confidence, meaning the employee is happy just to join the team. Then you’ll want to treat them right by providing a living wage, benefits and whatever else you can provide. You don’t want to break the bank by catering to employees, of course, but you want them excited to work for you. A good working environment translates into a good shopping environment.
Making Sales Blossom
Making small changes to your store can help sales, but this isn’t a guaranteed cure-all. If there’s something wrong on a deeper level, like failing to reach your target demographic or falling short of a competitor’s prices that you can’t match, then you’ll have to look deeper into saving the store.
However, if you’re already in a comfortable place and either want to achieve new heights or avoid a bumpy off-season, then these detailed tips are for you. Just keep an eye on the details and evolve with your customer base.
About the writer: Kayla Matthews is a technology journalist and retail tech writer covering big data, AI and real-time monitoring in the retail industry. To read more posts from Kayla, visit her blog, Productivity Bytes. Follower her on Twitter @KaylaEMatthews.
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