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Five ways to make your store sensational

November 2, 2011 by Laurel Tielis — Author and Professional Speaker, Laurel Tielis & Associates

Like it or not, if you want to bring more customers in, it makes sense (and dollars as well) to make your establishment sensational. That's because statistics make it clear that more and more people are shopping on the Internet.

The Internet works for those who are time-deprived, and also those who want to save the last penny. But, luckily, they are not your customers.

There are lots of people who like to shop in stores. Think about the ladies who lunch, and see shopping as "dessert." They're your customers as long as you take care of them.

You're losing business, though, if shoppers are going online because they're disappointed when they visit your brick and mortar store. It could be by the service, or lack of same they're receiving, or it could be because your store doesn't appeal to the senses.

1. Make it visually enticing

Be sure your merchandise display delights the eye. Dress up your dressing rooms with hangers for customers' clothing and accessories, a chair to sit on, good lighting, and a triple mirror.

2. Can't you just smell success?

In addition to being visually attractive, the most successful retail outlets please people's sense of smell. Ask any realtor who's selling a house how vital aroma is to a speedy sale and the sale price. One of the first things a realtor does is scent the kitchen with cinnamon to make it smell like home and mom's apple pie (even if mom wasn't a baker). Merchants need to learn from that.

3. Good sound leads to a sound business

Background music can help you tell your story and sell your merchandise. Vintage clothing and accessories, for example, call for the rhythms of the 1930s and 40s, while children's toys and games move to a different beat.

4. The real feel

A major reason people prefer to shop in a store, rather than buy online, is because they want to be able to touch the merchandise. So if you want shoppers to come in, and of course you do since people still buy more in-store than they do online, make things easily accessible.

Stocking items too high to reach, or too low for most people to stoop to, is neither in their best interests or yours.

5. A taste of honey brings in money

Bars offer happy hours for a good reason. They want to bring in customers at the end of the work day. You, though, can easily and inexpensively, make customers happy all day long. Offer sweet treats or mini munchies, along with coffee and tea. Hot drinks are sipped slowly, keeping customers in your store long enough to appreciate, and purchase, the merchandise on your sales floor.

I like these ideas because they're easy, inexpensive, and effective. What tips and tricks do you use to appeal to shoppers?

About Laurel Tielis

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