I'm sharing ten case studies from some of the largest brands to some of the smallest mom and pops with lessons on your physical location, merchandising, branding, marketing to your target customers and of course, intense retail sales training - all of which you can use in your stores.
Aron Lieberman of Rockland Window Fashions purchased a historic home in a prime neighborhood to showcase his products.
After the purchase closed, he learned that conventional signs would not be allowed on the front lawn.
Traffic was slow even though the road in front of his business was one of the most-traveled roads in the town.
He wasn't getting any bump in sales from his location choice.
Solve the question, how to attract customers into the store?
Come up with a way shoppers could instantly understand what he offered, pique their interest and leverage his prime location. We decided to create a series of custom fake window curtains to affix to the outside of the windows with an understated banner along the front identifying the name of the business.
Aron, the owner, was excited by the project and designed the faux window coverings, selected the right paint, the shading - the works. He worked on them for several weeks in his off time in the basement and had a helper put them up on the house - even though it was winter.
Traffic to his store increased by 50%. And this all happened during the middle of the recession!
Aron has gone on to put this landmark image of the house on all of his emails, invoices - wherever and whenever he can to leverage the visibility and status his house enjoys.
Lesson for you
Creativity is what is needed to look at leveraging your location. So many times the thing that can most attract a customer - or make them drive right on by - is the exterior of your store.
What can you do to be noticed by potential customers?
1. Find a way to show what you sell from the exterior of your building.
2. Use bright colors to draw interest.
3. Surprise the passerby.
Aron could have just painted his house bright pink and been noticed but that wouldn't compliment his business, would it? If you are a window fashions store, just putting faux blinds on your building won't lift traffic if your building doesn't lend itself to the treatment.
Companies from some of the very largest, to some of the smallest, from luxury brands to startups, from franchises to regional chains work with me because they are looking for results.
While every client and project is different, the ability to enlist me as a consultant who has a fresh set of eyes to look at the challenges you are facing can result in a focused, effective and creative path to profitable sales.