Page 8 - Griffin Gazette Issue 1 - 2018
P. 8

Persuasion Tactics

         for Retail

                                                           By John Johnston, Retail Education Manager
                                                                             For the long-time veterans of our industry,
                                                                             the retail environment as we knew it is
                                                                             changing for the right reasons. We can no
                                                                             longer rely on old mantras like, “Stack it
                                                                             high and watch it fly.”
                                                                             Today’s retail analysts and store design
                                                                             teams continuously pursue new looks and
                                                                             stronger store penetration models in all
                                                                             segments of retailing. Lately, their sights are
                                                                             set on accomplishing some old-fashioned
                                                           objectives using a blend of refreshingly new and surprisingly
                                                           old tactics.
                                                           Enable exploration
                                                           Store penetration continues to be the main goal, driving traffic
                                                           deeper and more efficiently throughout departments and
                                                           categories. It’s common sense (and well documented) that the
                                                           longer someone lingers in a sales environment, the more likely they
                                                           are to make a purchase.
                                                           A bevy of considerations must be made when trying to correct or
                                                           minimize consumer distractions. Some examples include ambient
                                                           noise levels that are too high, insufficient lighting, poor flooring
                                                           conditions, excessive standing water, dirty or cluttered aisles, wind
                                                           or lack of air movement, and narrow paths, just to name a few.
                                                           Some  penetration  deterrents  happen  even  before  a  consumer
                                                           sets  foot  in your  store! Think  about  the  driveway  at your main
                                                           entrance. Is it too narrow to handle two-way traffic? Is it located
                                                           too close to a traffic light and limits slowing cars to safely enter?
                                                           Can vehicles easily maneuver in and out of parking spaces?
                                                           These subtle obstacles can drive customers away temporarily or
                                                           even permanently.

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