STORE SCORE: Rate Your Retail Shop

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STORE SCORERate Your Retail Shop

• A presentation by
• Tony DeMasi
• President
• DeMasi Marketing
• Ph 856/227-6802
• E-mail tonydem_at_juno.com

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STORE SCORE Prelude-Street and Parking Lot

• Close to store?
• Well lighted?
• Well kept?
• Low or no risk area?
• Safety is a major concern for customers,
  especially women, elderly and physically
  challenged

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STORE SCORE Upfront-Outside Front of Store

• Welcoming impression?
• Does it reflect the stores image?
• Handicapped accessible?
• Lighting?

4
STORE SCORE Outward Signs

• Does store name describe business?
• Is signage facing traffic flow?
• Do signs give real information

5
STORE SCORE Window Displays

• Do they invite the customer to come in?
• Do they convey stores image as well as product?
• Are they easy to see?
• Are they clean?
• Are they well lighted?

6
STORE SCORE Floor Covering

• Is entrance covering inviting?
• Is there different flooring throughout store?
• Is there flooring traffic pattern?

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STORE SCORE Walls

• Using different surfaces?
• Suitable colors for each department?
• Dark colors bring high ceilings down
• Light colors make narrow rooms wide
• Mirrors enlarge small rooms

8
STORE SCORE Fixtures

• Do they reflect the stores style?
• Distance between doorway and first fixture?
• Do they follow stores traffic pattern?
• Do they fight merchandise for attention?
• Are they accessible to customers?

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STORE SCORE Decompression Zone

• The entryway is where customers make an
  adjustment to the new environment. Sales rarely
  take place here.

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SCORE STOREStrike Zone.

• Most consumers in Western cultures turn right
  when entering a store. In the strike zone they
  will look at merchandise. Feature products with
  prices that are not overwhelming. If they are
  pleased with what they see they will continue.
  Place a compelling display in the strike zone.

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SCORE STOREGold Coast

• The right wall of the store is the most valuable
  real estate. It is generally traveled first and
  viewed most thoroughly by customers. Put your
  most affordable items and products you are
  promoting but not necessarily discounted or
  demand items.

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STORE SCOREDemand Area

• High demand products are placed in the rear of
  the store to pull customers through the store,
  increasing visibility of other items along the
  way. Add-on merchandise and impulse products are
  usually placed in a high traffic area to suggest
  extra purchases.

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STORE SCORE Bonus Area

• Place impulse items in the front of the store and
  in high traffic areas between the door and
  displays of demand products, but outside the
  decompression zone.

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STORE SCORECash Desk/Last Chance

• The cash desk should be at the left of the entry.
  Place impulse items around it. It is a high
  traffic area with the most captive
  audiencewaiting customers. Most impulse buys
  are made here. This area also serves as a
  security checkpoint. And, it allows visibility to
  all parts of the store

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STORE SCORESIGNAGE

• Good graphics throughout store?
• Are the signs easy to read?
• Do the signs give a full message?
• Suitable lighting?

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STORE SCOREStaff

• Does your staff represent your stores image?
• Do they know how to sellor just use the
  register?
• Are they trained in phone personality?
• Does your staff reflect your customer base?
• Do you have enough/too many people?

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STORE SCOREATMOSPHERE, ETC.

• Music?
• Fountains?
• Scents?
• Seating?
• Rest rooms?
• Cleanliness?
• Encourages return visit?