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.
8 | Griffin Gazette 2018