Nationally recognized speaker, author, and consultant Georganne Bender brought her retail expertise to the NATDA Trailer Show this past August, sharing strategies to help dealers create more engaging, sales-driven showrooms.
fixtures near the entrance, and taller fixtures toward the back. Visibility invites exploration, and exploration leads to sales.
4. Optimize the Journey. The average shopper only sees about 50 % of a store’ s merchandise. Take a page from grocery pros who put essentials at the back to draw shoppers through the store, and past promotional and high margin items. Add pathways and focal points to your layout that encourage customers to discover all that you have to offer.
Your First Impression Perception Do you ever wonder what customers are thinking when they enter your store? Those first few seconds after a customer walks through your doors are everything. Before you even say hello, they’ ve already decided whether your dealership feels welcoming, trustworthy, and worth their time. Let’ s make sure that first impression works for you, not against you. Here’ s your First Impression Perception Checklist to create an experience that delights customers and boosts your bottom line.
5. Make It Easy to Shop. Keep the sales floor spotless, well-organized, and brightly lit. Refresh displays often so regulars always find something new. Use clear, easy-to-read signage that’ s presented in sign holders, and add accent lighting where needed to highlight featured products. Retail’ s middle name today is CHANGE, and those who embrace it win. With thoughtful planning and attention to detail, you’ ll create an inviting space that customers love to explore … and return to again and again!--- A four-time RETHINK Retail Top Retail Expert and member of the RetailWire BrainTrust, Bender is widely respected for her insights on consumer behavior and the in-store experience.
1. Start Strong with Curb Appeal. Your exterior sign is your hello to the world. Make sure it’ s visible, readable, and well-lit from multiple directions. Replace burned-out bulbs immediately and keep your logo shining bright. A clean, branded, and well-maintained entrance tells customers that you’ re ready for business.
2. Dress Up Your Storefront. People judge retailers by what they see outside. Add warmth with benches, potted plants, or colorful flower boxes. Eliminate clutter: no more taped-up posters or faded flyers on the door. If you must display community notices, position them neatly so customers can still see into the showroom, or better yet, add a bulletin board near the entrance.
3. Master the Sight Line. When customers step inside, can they see across and through the sales floor? Create clear sight lines by placing shorter
L-R. Ryan Cope, Georgannne Bender, Dan Harris, Ken Swank
58 NATDA Magazine www. natda. org