Posts Tagged ‘store promotion’

Tuesday Tip: How to Create Displays for Men vs. Women

 Tuesday, January 26th, 2010

Like many things, it’s not surprising that men and women have different shopping behaviors. It is beneficial for store owners to cater certain displays toward women and others toward men, depending on the item featured and the season. Valentine’s Day is a perfect time to test how creating displays targeted at gender can increase sales because both men and women will be out in search of gifts for their significant others.

You can find countless articles about the different shopping habits between men and women. I would advise glancing over a few of these because they are very interesting. You will find information such as:

  • Women spend $4 trillion annually and account for 83% of consumer spending in the U.S. (from WomenCertified.com)
  • “A man will pay $2 for a $1 item he needs. A woman will pay $1 for a $2 item that she doesn’t need.”
  • One of the most important aspects for men when shopping is checking out fast. One of the most important things for women is the experience and feeling like an important customer. (from a 2007 study done at Penn State)

Knowing some of this information, you may be asking yourself how do you translate this to your displays. Here is what we recommend thinking about when displaying for men:

  • Make sure items that your popular items for men are very easy to find and in stock. Because men have a “get in, get out” shopping mentality, they may give up at your store if they cannot find exactly what they are looking for quickly. Instead of creating cute, decorated displays we would recommend focusing on visible signage and keeping products organized.
  • Men are less likely to ask for help than women, try to make all products available on the floor. Though it may look better to display an item without the clutter of having multiples of that product, men may not go looking for that displayed product if it is not readily available.
  • Especially during Valentine’s Day, men may be a little out of their element when shopping for wives or girlfriends. To make them more comfortable, keeping popular Valentine’s Day merchandise in one area might be a good idea so they are not overwhelmed having to walk and search through the entire store.

Women are a little more eclectic in their shopping style, so you have more freedom with your displays. Here is what we recommend thinking about when displaying for women:

  • Because women love options and deals, displaying a plethora of merchandise can be advantageous when targeting women. You can utilize a mix of dump bins, tables and racks to feature lots of merchandise. Displaying products at different price points will allow women to measure their options. Most women are not overwhelmed by a large inventory.
  • Make sure that you let your female customers know that you appreciate their business and ask for feedback from them. You can do this by adding things such as comment boxes or survey slips in your store.
  • Women are more likely to buy multiple items when they can see them together. For example, when a woman is shopping for her husband, pair that great wallet with a snazzy watch.

How do you make displays more appealing to men verses displaying for women?

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Tuesday Tip: Create a Welcoming Environment

 Tuesday, December 1st, 2009

Not only will your displays draw in customers, but the overall feel of your store will dictate whether or not a person decides to enter your store. The key is to make customers feel as comfortable as possible to put them in the shopping mood.

There are some simple questions to ask yourself to determine how approachable your store is to potential customers. We recommended answering the following questions about your store and from your findings, try some new things to improve.

1) What kind of lighting is best suited for your store?
With lighting you can set the tone of your store and highlight new or seasonal products. Some stores strategically may want it darker and can achieve this by using lamps instead of overhead lighting. Lights that are too bright and white may remind people of the superstore they wanted to avoid. Burnt out lights outside and inside your store should be a red flag. We recommend replacing burnt out lights as soon as you notice them.

2) What is the first smell that a customer is introduced to in your store?
A foul smell is a big turn off to a customer. However, a great scent can be a huge selling point. And because smell and memory are closely linked, have a customer associate a good scent with your store. We recommend going with a clean or widely popular scent such as fresh linens or vanilla. Be careful not to overdo it as that is also a turnoff. Pick clean and light scents that are airy, not overwhelming.

3) How clean is your store? Is there dust on merchandise or dirt on the floor from foot traffic?
Keeping a clean store might sound like a no brainer, but it is something that you are going to have to watch and maintain everyday. If you let this get away from you it will be harder to attain desirable cleanliness in the future and one bad experience may turn a customer away for good.

4) Are key areas in your store clearly marked?
Don’t make customers search for items until they get so frustrated that they give up completely. Have your aisles clearly marked. And remember to let people know where the restrooms, customer service, exits and gift wrapping stations are located.

5) Is there a greeter readily available for customers that need assistance?
Greeters let customers know that you are available and that you genuinely care. However, there is also a threat of becoming overbearing and even intimidating customers who may prefer to browse without interruptions. The trick is to read customers’ verbal and nonverbal language. They will give signals if they want to be left alone.

These are simple things that you can implement to make your store more welcoming. Little things like adding a scented candle or a few daily cleaning duties to your store can go a long way.

How do you make your store more inviting to customers?

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Tuesday Tip: Add a Personal Touch to Your Store

 Tuesday, October 6th, 2009

Obviously your industry will dictate how personal you can be with your store and products. For example, a mom and pop gift shop will want to be more personal than a large scale grocer. However, no matter your industry, customers like to feel a connection with the store they are investing in. This connection is what will turn them into repeat, lifetime customers.

These personalized touches will come with time from being open and establishing yourself in the community. There are some small things that will make a big difference, so customers always remember your store.

Have a signature color that people can associate with your organization. For example, this Store Supply Warehouse Blog is blue with accent colors. This is something that you have control over and people can expect and connect these colors with your brand. Even the paint color you use in your store can make a difference, if you walked in to a store that was bright yellow it would make an impression (maybe not what you’re going for, but you get the point).

Making your packaging distinguishable is another way you can add a personal touch. Even if your organization’s name isn’t all over the bag, you can still make your packaging memorable and reflect on your store. Consider using tissue paper that matches your store color, or offer paper bags instead of regular plastic bags. We all know that Victoria’s Secret has the pink tissue paper inside their pink striped bags.

If you have long term employees, get them involved and have them become a part of the store. You can feature employee birthdays and anniversaries. Some book stores highlight an employee recommended reading section. Customers can match their tastes with an employee and follow their reading habits. This interaction isn’t something you can buy. You have to build relationships with customers in order for them to last.

How have you personalized your store?

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