3. 2. Before entering the store
Closed doors in street This one really draws me in
stores, different letterings, merchandising, wide shop windows…
3. Environment
q
j
Lit, colors, floor, music, smell, security…= Identity.
Living plants, hand-made tables and shelves,
this is different.
4. 4. Personnel
f
Uniform/no uniform, script/no script, contact/no contact…
age between 25 and 35 years, always. No pictures, please
5. Products
Crowded or sparse; impulse items or first
necessity goods, sales; cheap or
expensive; arranged by color, age, price
or concept; central display tables or
product tiled walls… There is no rule.
5. 6. Customers
aaaaa
Women, women, women. Alone or in pairs. Between 35
and 70 years old.
Browsers, most of the times they don’t talk with
personnel.
7. Insights
Few customers. Stores are empty most of the morning. But,
when someone goes into a store, other people seem to be
m
also interested, and enter too.
So, how to make the first customer come into my store?
Mmm…
Free WiFi is old fashioned…
Sensorial marketing is not a new idea…
But everybody likes a little gift.
What about a cup of coffee or tea, maybe a biscuit,
for everyone who comes between breakfast and
lunch time?
I would visit that store, sure!
