Don’t be store blind
July 30, 2012
Today’s consumers are faced with
an increasing amount of options.
There’s no doubt they are equipped
with more knowledge and have
more choices than ever before.
So what is it about your store that
has customers coming back time
and time again, buying your
products and telling their friends
and colleagues about you and your
services?
Or, perhaps even more importantly,
what is it that’s preventing some of
them from returning?
One of the hardest things for any
retailer to do is to step back
and analyse their store objectively
and in the eyes of the customer.
Working in the same environment
all day means it’s easy to become
oblivious to the strengths, weaknesses,
threats and opportunities for the
business.
In other words, become ‘store
blind’.
There are several simple questions
that I like to ask store managers to
help them put themselves in
customers’ shoes:
• How easy is it for consumers to
shop in your store?
• What are you asking your
customers to do?
• Do they leave with everything they
came in for – knowingly or not?
• How do they feel when they left?
• What message did they leave
with?
There are many aspects to a retail
outlet which can affect the
consumer’s experience.
Lighting, cleanliness, staff
presentation, signage and stock
positioning might seem, at times,
small and insignificant but if these
components are not right it can
drastically affect the overall
shopping experience.
This
week’s contributor
is Richard
Manthey,
National Development and
Operations Manager for
Pharmacy Choice.
The above article was sent to subscribers in Pharmacy Daily's issue from 30 Jul 12To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 30 Jul 12
