In The Mood
Silent marketing tools that appeal to the senses
You know that musty display case in your store that hasn't
been opened in three years and is coated with dust? Ever wonder why
you can't seem to sell what's inside it? Hopefully,
you've answered that question by now. If you haven't, your
store may need a serious mood makeover.
Your store's sights, sounds and smells create a mood that
encourages clients to either shop in your store and recommend you
to friends--or run screaming for the door. "Many business
owners think their stores are perfect and [don't] see them
through their customers' eyes," says Linda Calder, a
visual consultant and co-owner of Complements, a retail accessories
store in Topsfield, Massachusetts. And that mistake could be
threatening your business.
Calder recommends these steps for improving your store's
mood:
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1. Think about a store you love to visit. What
prompts you to go there?
2. Trash the cheesy bags. "If you sell
expensive items," says Calder, "putting them in a white
plastic bag is a big no-no."
3. Appeal to the senses. "If you own a coffee
shop, make sure customers can smell the freshly brewed coffee, and
maybe have jazz music playing," says Calder. "If it's
a baby store, make sure they can smell the baby powder."
4. Evaluate your displays. They should be sharp,
current and reflective of your merchandise.
5. Clean! Take some time every day to dust, replace
burnt-out bulbs, vacuum or sweep, and straighten displays.
Follow Calder's advice, and soon your store will be filled
with silent marketing tools that demand your customers'
undivided attention.
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