Following on from our Good Customer Service blog, I thought it prudent to delve a bit deeper into the consumer’s retail experience and what makes it good or bad…
Whilst everyone has differing opinions on what is good and bad in stores there are a few constants that can make the difference. Access and location are a priority and should have been considered before even planning your shopfittings so I’m going to concentrate on the interior.
Six important considerations for a good first impression:
- Shopping baskets and trolleys. Shopping baskets should be kept tidy, in good condition and close to the entrance whilst ensuring they do not cause any obstructions. Trolleys are magnets for litter, so keep them clean and clear of rubbish. Do you need trolleys or are baskets sufficient? What type of baskets to stock will depend on your merchandise, you can choose from wire baskets, plastic ones, with wheels or without, small wooden or wicker baskets and even baskets made primarily of fabric! Consider what is best for your customer to use and is suitable for your environment.
- Sight and smell. This might be obvious and the large retailers, particularly the large supermarkets, employ specialists to maximise the impact of their stores using sight and smell. It would be a mistake to underestimate how powerful this tool can be, but you don’t need to spend a fortune to create a good impact. In a café, the aroma of fresh coffee and baking is very attractive, as is a shelf full of scrumptious looking goodies to eat. Walk round your local supermarket and you will smell a variety of aromas.
- Space. Another fairly obvious one is to consider your customers and their needs. Make your aisles wider if you can as this is really appreciated by disabled customers. Keep the floor free of hazards and make sure nothing extends out beyond the edge of your retail shelving. As an example, think about who would mainly shop in a store merchandising children and baby products? The answer is parents with young children, pregnant ladies and grandparents. Consider providing the odd comfy chair where they can rest for a moment, somewhere to put a pushchair and automatic doors all help towards a good customer experience.
- Cleanliness. A clean and tidy store is a must. There is nothing more off putting than walking into a store to find the carpet stained, dusty shelves and an odour that is less than pleasant. Dig out that duster, hire a carpet cleaner, open the window and put out some subtle air fresheners.
- Lighting. Keep your lighting well maintained and clean. If you have blown bulbs, replace them as soon as possible. Be aware that all sorts of bugs and insects get trapped in light shades, making them look dirty as well as reducing the amount of light so clean them regularly. Utilise natural lighting where you can and ensure your lighting compliments your store.
- Damaged and broken displays. Not only a safety issue, damaged, scratched and dented shelving contribute to a poor retail image, so replace them. Many shopfitters and shopfitting suppliers will sell replacement parts and individual shelving components to help you keeping your store looking almost as good as new.
I have barely scratched the surface on this topic but hopefully some of these fairly obvious pointers will get you looking at your retail shop with fresh eyes and help you spot possible areas that can be improved. Your customers are your livelihood and keeping them happy will aid in keeping your retail enterprise profitable and enjoyable.
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