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Business essentials retail enviroment
This document provides an overview of a training course on optimizing the retail environment. The course aims to teach store owners how to attract new customers, improve store layouts economically, and create an environment where customers do not feel overwhelmed. Key topics covered include the importance of building trust with customers through positive first impressions, branding the store effectively, creating a happy and safe atmosphere, and involving multiple senses to make the shopping experience more engaging. The goal is to help struggling stores transform their retail environments and perceptions in order to increase foot traffic, improve margins, and demand higher prices.
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Business essentials retail enviroment
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- 2. Business Essentials: Retail Environment Presented by Marcel Newell / Jody Culbertson
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- 4. Our Mission Transform theindependent mobile retail industry with affordable, world-class solutions.
- 5. Course Description • Understandwhat consumers are looking for? • How proper showcases/displays can make or break any sale. • How to get the most out of your store layout. • How important is Store Branding?
- 6. Course Objectives • Attractnew customers to your store with store branding • How to improve your layout and current floor plan economically. • How to create an environment where the consumer does NOT feel overwhelmed.
- 7. Top 3 Issues Resultsof 6-months of research: • Foot traffic is down • Internet Price Shopping • Eroding Margins …Would you agree?
- 8. State of theIndustry? Shrinking -10% per year
- 9. Solution Create… Customer Experience + Positive Experience
- 10. + Customer Experience AddsValue Creates Excitement Unequalled Experience
- 11. Retail Environment Parts Build TRUST Involve Senses Educate for My BRAND 1st FREE Happy & Safe EASY Strategy
- 12. Retail Environment You neverget a second chance to make a… First Impression!
- 13. Retail Environment But whatis the right First Impression? TRUST!!!
- 14. Trust • Vehicle is often their biggest investment • Give the car back in better condition • You can do it better than competitors • You will be around to take care of them • You will stand by your word and work 3 to 5 Seconds
- 15. Trust What kind ofFirst Impression is your store making?
- 16. WARNING! Real Store Photos will be used!
- 17. Trust First Impression ? TRUST
- 18. Trust First Impression ? Same old, same old.
- 19. Trust First Impression ? Same old, same old.
- 20. Trust What kind ofFirst Impression is your store making? “Perception is Reality”
- 21. Trust “Perception is Reality” Customers!!!!!
- 22. Trust What kind ofFirst Impression is your store making? EASY Way to Find Out?
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- 24. Trust Camera TEST! • Take a photo of your Showroom • Look at the pictures • See it through the customer’s eyes • See things you just walked past • Be brutally honest with yourself
- 25. Trust Listen to yourself…. •It is not really that messy… It is! • It is not really that dirty… Look again! • It doesn’t look that bad… It does! • It is not that crowded… Yes, it is! See it through the customer’s eyes!
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- 29. Trust “I find these pictures makethe store look much smaller and crowded in…”
- 30. Trust Bottom Line: If your store does not look like it’s WORTH IT you will never be able CHARGE MORE!!!
- 31. Trust Once again,same old, same old… Bad News! These stores are going OUT OF BUSINESS!
- 32. Trust Good News! The Stores that wanted help, WE HELPED!!!
- 33. Trust Out with theOld! In with the New! Which store do you think should demand more MONEY?
- 34. Trust Out with theOld! In with the New! Do you think your store should demand more MONEY?
- 35. Trust Out with theOld! In with the New! What size of investment was needed?
- 36. Trust First Impression = TRUST “Perception is Reality!
- 37. Trust First Impression = TRUST Camera TEST! FREE Consultant
- 38. Retail Environment BuildTRUST First Impression!
- 39. Retail Environment Build TRUST MyBRAND First
- 40. My BRAND First Themore times they see your LOGO, the better chance to remember you. People need to see something 17 to 27 times before it STICKS! Your LOGO must be the #1 Brand in your STORE!!!
- 41. My BRAND First Productscome and go, the only thing that stays constant is your store. Build your own BRAND, BLOW YOUR OWN HORN!
- 42. My BRAND First • Take down the Manufacturer’s banners • Put up your own • Put your LOGO everywhere • Put your LOGO on everything • Get you team looking professional in Store-branded uniforms
- 43. My BRAND First Putyour LOGO everywhere!
- 44. My BRAND First ? What Brand?
- 45. My BRAND First Younever get a second chance to make a… First Impression!
- 46. My BRAND First First Impression?
- 47. My BRAND First LaserTag? Paint Ball? Which one are we playing today?
- 48. My BRAND First Tacos? Tacos? What type of customer do you want to attract?
- 49. My BRAND First Diamonds? Diamonds? Which store do you TRUST more?
- 50. My BRAND First Repair? Repair? Female Friendly?
- 51. My BRAND First CarAudio? Car Audio? TRUST?
- 52. My BRAND First Brand is an evolutionary process 1st Generation 2nd Generation
- 53. My BRAND First Brand is an evolutionary process 1st Generation 2nd Generation
- 54. My BRAND First Brand is an evolutionary process 1st Generation 2st Generation
- 55. My BRAND First Brandis an evolutionary process Seeing Success
- 56. My BRAND First 3rd Generation
- 57. My BRAND First Before After
- 58. My BRAND First First Impression?
- 59. My BRAND First Doit Yourself ?
- 60. My BRAND First Doit Yourself Hire Professional They did…
- 61. Retail Environment Build TRUST Burn it My BRAND First onto their eyeballs!!! Right Brand Image!
- 62. Retail Environment Build TRUST MyBRAND First Happy & Safe
- 63. Happy and Safe Lessis More! Put your customers at ease Happy Customer = Buying Customer
- 64. Happy and Safe TargetDemographic?
- 65. Happy and Safe Everyone!
- 66. Happy and Safe “Perceptionis Reality” Customers!!!
- 67. Happy and Safe Target Market was? • 16 to 28 year old male • Yell at him! • Ignore him! • Swear at him! • Still buy something AND refer a friend!
- 68. Happy and Safe “Perceptionis Reality” Customers!!!
- 69. Happy and Safe Store
- 70. Happy and Safe Showroom
- 71. Happy and Safe Shop
- 72. Happy and Safe Thiscar + This Store = No Chance!
- 73. Happy and Safe Thiscar + This Store = Increased Margins
- 74. Happy and Safe Your Store MUST look like a million bucks to make a million bucks! “Perception is Reality!”
- 75. Happy and Safe Howcan you create a Positive Environment?
- 76. Happy and Safe • Take down the girlie posters • Clean your bathroom (close the door) • Sweep, clean, dust daily (build a routine) • Get your team looking professional • No holes in your displays • Update your lighting • Limit your SKU (Less is More) • Camera Test
- 77. Happy and Safe Ifyour grandma wouldn’t put it up in her house, take it out of your store!
- 78. Retail Environment Build TRUST MyBRAND First Female Happy & Safe Friendly
- 79. Retail Environment Build TRUST Involve the Senses My BRAND First Happy & Safe
- 80. Involve the Senses “Buyingis an emotional experience, backed by logic!” How can we raise our customers’ emotions and get them to back it up logically?
- 81. Involve the Senses TRUE or FALSE? “People buy what they see.”
- 82. Involve the Senses TRUE! “People buy what they see.”
- 83. Involve the Senses DoesNOT apply to everyone.
- 84. Involve the Senses PeopleBUY what they feel. Emotions!
- 85. Involve the Senses Howmany senses do we have?
- 86. Involve the Senses • Sight • Hearing • Touch • Taste Clean your bathroom! • Smell Clean your bathroom!
- 87. Involve the Senses Seeing Hearing Touching
- 88. Involve the Senses Peoplelearn in different ways.
- 89. Involve the Senses Seeing = Visual Hearing = Audible Touching = Kinesthetic
- 90. Involve the Senses Involved/ learn / take in information In three different ways…. Have an environment that works for everyone!
- 91. Involve the Senses What is wrong with this picture? Hint: How many senses?
- 92. Involve the Senses 1 = Visual • Boxed Products • Glass Showcase • Behind Counter Just 1 of 3 senses
- 93. Involve the Senses 10% = See 40% = See and Hear 80% = See, Hear and Touch
- 94. Involve the Senses Glass Case…
- 95. Involve the Senses Whatis the difference? Stereo Shop Pawn Shop
- 96. Involve the Senses 10%- Seeing Turning away 90% business! You’re sending them to a store that is involving more senses.
- 97. Involve the Senses 10%- Seeing 40% - Seeing and Hearing Only turning away 60% of business.
- 98. Involve the Senses 10%- Seeing 40% - Seeing + Hearing 80% - Seeing + Hearing + Touch Only 20% loss.
- 99. Involve the Senses Allthings being equal, the customer will pick the cheapest price! Make things unequal!
- 100. Involve the Senses Make things unequal!
- 101. Involve the Senses An unfair advantage!
- 102. Involve the Senses Make things unequal! Create excitement! Create an experience! Create a positive atmosphere!
- 103. Involve the Senses What can you do? • Get your products out so people can play • Out of boxes (and away from bar codes) • Active demos (lights on, pick it up, fiddle) • Let customers See + Hear + Touch products Create Excitement! Always remember less is more!
- 104. Involve the Senses Interactive Demo •Arm • Disarm • Trunk (acc) • Start Interrupt • Start • Shock/Alarm
- 105. Involve the Senses Interactive Demo •Factory Speakers • Add Amp • Upgraded Speakers • Add Amp • Add Bass • Demo
- 106. Retail Environment Build TRUST Involve the Senses My BRAND First Three Senses. Keep Happy & Safe Emotions Up!
- 107. Retail Environment Build TRUST Involve the Senses My BRAND First Educate for FREE Happy & Safe
- 108. Educate for FREE Customersare thirsty for knowledge Do not want to feel like a fool during the learning process Technology is moving fast, hard to keep up with
- 109. Educate for FREE Alearning customer is a happy customer.
- 110. Educate for FREE Bestin the World?
- 111. Educate for FREE These guys…
- 112. Educate for FREE Howcan you be the BEST?
- 113. Educate for FREE Signage: •Vibrant • Simple Text • Benefits
- 114. Educate for FREE Signage: •Vibrant • Simple Text • Benefits
- 115. Educate for FREE Signage: •Vibrant • Simple Text • Benefits
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- 119. Educate for FREE Category Signage: Benefits Keeps Customers from Getting Lost Allows Customers to Self Direct Tips you off to what customer is looking for.
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- 121. Educate for FREE Allow 3 linear feet per category
- 122. Educate for FREE BusinessOwners want 3 things… 1. Make more Money 2. Work less 3. Get team to run business for them Business is SYSTEMS dependent, NOT people dependent.
- 123. Educate for FREE Businessis SYSTEMS dependent, NOT people dependent. Best Example of this?
- 124. Educate for FREE One of the most successful businesses in the world… WHY? Run by our Children! Business is SYSTEMS dependent, NOT people dependent.
- 125. Educate for FREE First system and most basic system in retail?
- 126. Educate for FREE Eventhe most junior salesperson can be successful.
- 127. Price Tag Concept LOGO Model Value Feature Cost Code Min. Sell $ Benefit Icons
- 128. Price Tag Concept FreeService: PRICEWORX http://priceworx.avidworx.com/
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- 130. Educate for FREE • Involve the senses (product out for play) • Signage • Vibrant graphics (emotionally appealing) • Simple text and tag lines • Category signage • Informative product tags (benefits features) 3 Linear feet per section.
- 131. Retail Environment Build TRUST Involve the Senses My BRAND First Educate for FREE Happy & Safe EASY Strategy
- 132. Information Hierarchy Good Design= Follow the Rules
- 133. Information Hierarchy The Apple approach
- 134. Information Hierarchy Designed foryou to take in specific information from 30 feet away
- 135. Information Hierarchy 30 feet / 10 metres
- 136. Information Hierarchy 20 feet / 6 metres
- 137. Information Hierarchy 10 feet / 3 metres
- 138. Information Hierarchy 2 feet / 60 cm
- 139. Information Hierarchy 1 foot / 30 cm
- 140. Information Hierarchy 0 Feet / 0 cm
- 141. Information Hierarchy Designed Experiencefor Sell-through
- 142. Retail Environment Build TRUST Involve the Senses My BRAND First Educate for FREE Happy & Safe EASY Strategy WIN the game!
- 143. Information Hierarchy What is the EXPERIENCE like? What do you see from 30ft, 20ft, 10ft, 5ft, 2ft?
- 144. Where to start? ??????????????
- 145. Paint, Flooring, Lighting Easy as 1-2-3
- 146. Paint, Flooring, Lighting 1.Pick a color theme 2. Move everything into the install bay 3. Paint, Flooring, Lighti ng
- 147. Trust Out with theOld! In with the New! Which store do you think should demand more MONEY?
- 148. Now What? Can you afford it? ? If you feel you cannot afford it, then I have done my job. What do you think it would cost you to renovate your store?
- 149. Solution How much? Starting at $32 /month How many remote starts do you need to sell each month to make $32 in gross margin?
- 150. Top 3 IndustryProblems • Foot traffic is down Starting at • Internet price shopping • Eroding margins $32 /month
- 151. Marcel Newell FixYour Store!
- 152. Course Description Review: •We now understand what customers are looking for. • Having showcases/displays where customers can touch products will increase closing percentage and customer satisfaction. • Store Branding is everything in your store! • I know now know how to enhance my store’s appearance in a very cost-effective way.
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- 154. Questions? Business Essentials: Retail Environment Presented by Marcel Newell / Jody Culbertson
- 155. Please Remember toThank our Owner Manager Track Sponsors:
Editor's Notes
- #9 If you like BASSWORX, I definitely developed it.If you do not like, then I think it was some French guy in the corner that designed it.So, 9 years with AVIDWORX, 19 years in display design and manufacturing, and I am going to share with you all I know in 60 minutes.
- #12 Just like an audio system, your retail store or environment has 6 components.And just like an audio system, skimp on an area of the system and it probably is NOT going to work very well.Let’s one component out of the system, and the whole system is compromised.Today we are going to dive into these 6 components, so you build a strong retail store environment, without any weak links or missing components.
- #133 System is only as strong as it’s weakest link.
- #134 System is only as strong as it’s weakest link.
- #135 System is only as strong as it’s weakest link.
- #136 System is only as strong as it’s weakest link.
- #137 System is only as strong as it’s weakest link.
- #138 System is only as strong as it’s weakest link.
- #139 System is only as strong as it’s weakest link.
- #140 System is only as strong as it’s weakest link.
- #141 System is only as strong as it’s weakest link.
- #142 System is only as strong as it’s weakest link.
- #144 System is only as strong as it’s weakest link.
- #145 System is only as strong as it’s weakest link.
- #149 System is only as strong as it’s weakest link.
- #150 System is only as strong as it’s weakest link.
- #151 System is only as strong as it’s weakest link.