Help Retailers Sell to Build Direct, Local Business

Paco Underhill’ book “Why We Buy” is a must read for every sales executive that sells radio to direct local clients. In his book, Paco lists dozens of things retailers could do to encourage business; and dozens more mistakes retailers make in laying out their store.


Included are points as fundamental as these:

• Forget about signs on the door to a store - people don’t read them unless the store is closed - they’re looking to see if you push or pull the door.

• Train store staff to offer baskets: people only have two hands so that limits their amount of purchases. If a customer has three items, ask them if they want a basket. People will usually accept and a basket will increase both the number of purchases they make and the total amount of their average purchases. Also scatter baskets throughout the store for easy use. People might only have two items and think they can’t pick up another - especially women on cool days where they’re holding a purse, possibly an umbrella and a coat. They don’t have enough hands to make more purchases.

• Signs should be placed in areas that reflect contents. The most effective level is eye level or very close to it as people are fascinated by other people’s faces. If it is in a zone where people linger, the sign can be slightly longer. A sign in a quick moving area should be no longer than two or three words and be succinct and impactful. Don’t place a sign for people on the way to the bathroom; they have more important things on their mind.

• People always walk to the right in North America so design your store flow that way. If the predominate shopper in the store is females do not have a men’s display to the right of the entrance.

• If the product or service has appeal to kids, place a hopscotch board on the floor beside where you want people to linger. Research shows kids will stay there an average of 14 seconds, a long time to go without a purchase.

• In a women’s store, don’t place a seat where it will be near a display of merchandise that is uncomfortable for men (a bra section for instance.) Women will avoid the area.

• 65% of male shoppers who try something on buy it - as opposed to 25% women. So make sure in a men’s clothing store the fitting rooms are clearly marked and have easy access. If a man has to search for it, he may decide its not worth the trouble and leave.

Remember we are trying to make our clients advertising effective. If our advertising brings people to a store and they leave without buying something, who does the store owner blame?

Right.

You.