I was struck recently by two retailers who took part in the Academy in Action project, where executives from leading suppliers visit their stores to discuss what they have got right from the perspective of a shopper and what could be better. Inside both shops looked great, with good displays and ranges. The "shoppers" noted the commitment to customer service and warm welcome. However, the exteriors of both shops were poor: One had a torn canopy; the other a long-damaged fascia. Do shoppers notice? The answer is yes. Think about when you get a present. Think of the care that someone puts into wrapping the gift, personalising it for you. That takes time and effort and magnifies the value of the gift. Think about what it feels like if the gift is unwrapped! There is a simple remedy: walk across the street from your store, close your eyes, imagine you are a visitor, open your eyes and ask yourself would you cross the street to visit that shop.
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...
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