Effectively manage your retail store with these tips.
Whether you have one employee or many, effective retail management requires both delegation and oversight. You can’t do all the jobs yourself, and you shouldn’t try. Instead, the best managers organize and orchestrate, always with the big picture in mind. Success starts with building the right team.
Effective managers are constantly aware of what’s happening throughout their store and they know what to be on the lookout for. What can be corrected or improved upon in regards to a store’s appearance or it's merchandising displays? What should be corrected or improved upon in terms of employee-customer interactions?
Goal #1: Create an outstanding customer experience.
Retail management covers a lot of ground, much of it is behind-the-scenes training, planning and choosing the right inventory, but ultimately it’s your customer who determines a store’s success.
Is the checkout process smooth, without undue wait times? You may want to consider adding more cash registers or self-service checkouts lanes to alleviate strain during the heaviest times, or a small kiosk that shows entertaining promotional videos to customers waiting in line.
Do unexpected little things:
- Feature an unusual display fixture that triggers an instant smile
- Have your sales associates randomly tuck a thank-you coupon into customer carry-out bags.
- Text a heads-up to your best customers about an upcoming exclusive sale.
Customer-centric retail management builds rapport and loyalty that increases sales. It turns customers into valuable brand advocates who will post great reviews and promote your store to their online and in-person friends and followers.
Choose the right fixtures.
The most appealing configurations draw customers in and encourage them to shop longer by making store navigation both easy and interesting. Good use of color and design is essential, whether you sell cosmetics or car parts – both to support store branding and to lead the customer’s eye (and feet) toward featured merchandise.
Make sure your signage, displays, cash wrap counter, dressing rooms and restrooms are all attractive, welcoming and customer-friendly. Every aspect of your store should consistently reflect your type of merchandise and store “tone” as well as your marketing and advertising visuals and messaging.
Combined with the right products and pricing, you create a positive, memorable experience that keeps people coming back for more.
Put technology to work.
The latest technologies such as digital signage and free-standing kiosks can enhance customer service and make your store more interesting. Video displays or interactive self-service opportunities can supplement your human sales staff, improving your bottom line as well as your customer’s experience.
Technology can support loss prevention, a necessity for effective retail management. Real-time, storewide surveillance serves as a deterrent, and you have a record of any incidents, making it easier to identify the culprit. Studying surveillance video can also give you valuable insights into customer behavior:
- Where do shoppers go when they enter the store?
- What merchandise or display set-ups draw the most attention?
- Is it easy and safe for customers to reach merchandise?
- How might you reconfigure displays to create new traffic patterns that encourage longer visits or better promote more expensive or impulse purchases?
The more you understand your customers, the more you can do to make your store feel comfortable and tailored just for them.
Stay on top of trends.
Incorporating what’s new in your merchandise “industry” as well as current best practices in retail management will keep your store fresh and interesting for customers. And it will make things more interesting for you and your employees as well.
If you have additional questions about retail solutions, connect with us on our website at www.palmerretailsolutions.com. Keep current with industry discussions and product information on Twitter: @PalmerPRS. Palmer derives great satisfaction from designing unique interactive kiosks that incorporate maximum functionality, ergonomics and offer long-lasting service. Click here to receive a USB FLASH DRIVE containing great examples of retail store design, display fixtures and mall kiosks.
Palmer Retail Solutions strives to offer our clients the absolute best combination of innovation, quality, service, and value for our diversified custom store fixtures and merchandising displays. For more information about our designs, retail fixtures, cash wraps, kiosks, or point of purchase displays, visit our website at http://www.palmerretailsolutions.com.