THERE IS A HELL! - - - IT IS CALLED RETAIL RETAIL – DEAD END CAREER? | Page 9
RETAIL – DEAD END CAREER?
You may lose your customer to someone who promises more. But if you promise more
and deliver even more, the customer is bound to come back to you! It is the gesture
that counts. By giving more than whatever you may have promised, you can build a
strong customer rapport, both inside as well as outside the store.
5. Appearances do matter:
Although you may dismiss it as a superficial aspect of a superficial consumerist
society, there is no escaping the fact, that the first impressions of your store is going
to be the last impression! So make sure you make a good first impression. This
includes a smiling, enthusiastic and well dressed staff, a clean and easy to maneuver
around store, and a positive and happy ambiance. Avoid loud music, and complicated
arrangement and/or presentation of goods.
6. Display merchandise attractively:
A vital part of management is seeing to it that the merchandise is displayed properly;
this means in an uncomplicated, easy-to-find and yet attractive manner. If the items
are not displayed or seen properly, they won't be sold in the numbers that they ought
to be. Merchandise should look crisp and new at all times. If the items are shop-worn,
they should be put in the bargain section. Items that are usually bought on impulse
should be placed on display close to the cash out area (play on the psyche of your
customers). Also, appropriate sections should be made for merchandise, and the items
should be placed in the correct sections. Items that are similar in nature should be
placed in the same area.
7. Items should be shown to advantage:
Apart from displaying merchandise attractively, you, as a retail Store Manager, should
also make sure that the items are placed in such a way that they draw the customer's
attention. Hiding or stacking merchandise will not attract the attention of the
customer. When thinking about how to display items, try to imagine what the
customers will view with the display. Placing merchandise at eye level, or a little lower
than that, is the best way to display specials. Placards and signs are also another
method of grabbing the eye of the customer.
8. Get rid of unsold merchandise:
The bottom 10 to 20 percent of the product lines should be gotten rid of every year to
be replaced by new products. The product lines that are not selling wel