When retailers talk about “foot traffic,” we generally mean the people who walk into your store. You can’t survive without that, but just getting folks to enter isn’t really your goal. You want sales. And repeat sales. To achieve all that, you need to take a broader approach to increasing foot traffic.

Foot traffic has to:

1. Get shoppers in the door.
2. Give them a complete tour of your store.
3. Send them on their way (yes, they’re leaving, but they’ll be back to buy another day).

Getting them in the door

Window displays are an obvious eye-catcher. This is your first impression, so don’t make it an afterthought. You don’t need a big budget or a Ph.D. in Artistic Design to create winning windows. Remember that simplicity sells. A focal point in your display “sells” your window by giving busy passersby a visual they can quickly grasp.  

But windows alone won’t do the trick. Everything about your exterior tells potential customers who you are. And we’re not just talking about your signage. Is your façade freshly painted, tidy, and sparkling clean? Little extras such as potted plants or an A-frame sign with a funny message (or just a suggestive arrow pointing toward your door) can bring a smile and bring someone new inside your door.

It takes more than physical presence to get people in the door these days. Retailers are using social media to increase foot traffic, and it’s working. If you need inspiration (or a basic how-to) to make the most of social marketing, Hootsuite has developed an “18-minute plan to increase foot traffic.”

Giving them a complete tour

Shopping is a process of suggestion, even when customers have some idea what they want. Once they’re in the door, you want to invite them to browse as much of your merchandise as possible. The display fixtures you choose and how you arrange them show people where to look and give them pathways to navigate.

The more accommodating your environment, the more comfortable customers will feel. The longer they stay – and the easier it is for them to interact with your merchandise – the more likely they are to buy.

Sending them on their way

Cash wrap. Checkout counter. Cashier station. Whatever you call it, this is where you seal the deal with customers in a way that turns them into repeat foot traffic. Make sure you have conveniently positioned POP displays that offer that must-have items shoppers may have missed, or tempting goodies that inspire one more impulse purchase. Make eye contact and offer a friendly smile, no matter how busy you are. And skip the trite “have a nice day,” in favor of “thanks for shopping with us!”