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.
True in part to my New Year resolution, I held a business meeting in an independent coffee shop today just next door to a Starbucks. The cafe was presented well and four staff were busy preparing for the lunchtime rush, at 11am. As my guests were late, I had a half hour overview of footfall on the street outside and in the restaurant. Six customers. Barely enough to form the queue in Starbucks or Pret-a-Manger just down the road. Plus one Italian girl who dropped off her CV. Some people stopped to look at the posters in the window and moved on. The owners seemed quite happy. When I left just after 1215, they were doing brisk trade. However, I have the impression that the business is not working hard enough. It could easily have managed 120 customers between 11 and 12, instead of 12. This is lost profit as the fixed overheads and staff costs are already in place. The owners are clearly busy - perhaps too busy to take time to look at the potential that their cafe has. What shou...
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