How do you shape up? #2

It is a snatched photograph so you may not be able to make out the woman in the dark hooded jacket counting out the money from her purse as she holds on to her baby's pushchair. The man behind just darted past to enter the shop. You may not be able to make out the step that made it difficult for the woman to enter the shop to buy a copy of the Guardian. The child behind was also darting into the shop. It is minus 2 degrees, which is cold for London. Does the shopkeeper even know that he is going to gain a sale? How many barriers are there for this woman to contend with to buy her paper? Is she likely to make an impulse purchase as well?

Should the retailer care? Yes.

Firstly, because he is less than a two minute walk from a new Tesco Express. He needs to fight for every sales he can get.

Secondly, because he needs to understand his shop from the shoppers point of view. Does all this clutter outside work? He may get the newspaper sale, but he has shoppers who never visit the back of his shop? Where is the energy? Where is the momentum? Passive shopkeepers will lose customers later or sooner.

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Three secrets of great merchandising

Look at the ceiling and top wall of this McDonalds restaurant. There is a picture of two good looking healthy people having fun and some bright primary colours. Ask yourself what is the purpose of this picture? In the latest issue of Retail Newsagent in a feature on merchandising, Andrew Knight of RI tells its independent readers that they need to think about using sharp pictures of non-packaged products linked to people consuming goods. Perhaps this has been taken to the next level by the fast food chain - that is selling the feeling of being happy and healthy rather than the products. A second, related tip from the same feature is made by most contributors - it is vital to keep windows clean and clear of clutter. "I believe that less is more," says Roli Ranger, a retailer from Ascot, Berkshire. He has posters for promotions in between the windows that are regularly updated and discreet signs in the windows. Third, a highly visible well-stocked promotion at the entranc...

Busy street, empty shop, missed profits

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Sticks and stones do hurt

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