Posts Tagged ‘merchandising’

TIP: Where to place your in-store pickup counter

June 17, 2011

While conducting her seminar at the Internet Retailer Conference & Exhibition this week, RSR Research partner Nikki Baird made an interesting point about the dilemma of the in-store pickup counter. These counters, as you know, are for customers who purchase products from you online or over the phone.

So where exactly should these counters be situated in your store?

“Ideally, as a business you’d say, I want my pickup location to be at the back corner of the store because I want customers to walk through the entire store to get there,” Baird said. “That’s what Walmart has done. Unfortunately, from the customer perspective, the biggest draw [of online shopping] is convenience.”

So, in other words, if you force a customer walk through a maze of aisles and salespeople to retrieve their conveniently purchased items, they’re not going to appreciate it. Customers who shop online love the ability to effortlessly browse and buy merchandise, so making them wind their way through an entire store can defeat the purpose of online shopping in the first place.

On the other extreme end, placing the pickup counter at the very front of your store doesn’t serve you, either. Baird mentioned another retailer, The Container Store, as a business that places its pickup counter directly in front. “There’s not even impulse items there for customers to look at,” Baird said.

So depending on your store design, placement of your in-store pickup counter would fall somewhere in the middle of both extremes. You need to have this counter in an area where there’s a little bit of eye candy to catch a customer’s eye, but not so much that he may as well have bought the item in the store, instead of online.

Going Retail: Creating a Real Store

December 1, 2009

This story originally appeared in the Dealernews December 2009 issue.

Dictionary.com gives the following definition for the word retail: “The sale of goods to ultimate consumers, usually in small quantities.”

But of course we all know what retail stores are — they’re the ones in the mall, the Banana Republics, the Nordstroms, the Apple stores. They’re all retailers, right? What about your store? When was the last time you considered your motorcycle shop a retail store? You sell goods to consumers, often in small quantities. That pretty much qualifies you.

Since I started at Dealernews, I’ve had the “retail” conversation with countless people — dealer principals, OEM employees, sales reps, folks from the big distributors — and we almost always come to the conclusion that too many powersports dealers and dealer employees see themselves as running bike shops and not retail stores. As such, concepts inherent to retail like merchandising and marketing are placed on the back burner.

This is not necessarily a good thing. You’re competing for customer dollars against the Banana Republics and Best Buys of the world, large retailers that spend millions of dollars each year on in-store merchandizing and marketing programs built around seasonal and promotional changes. Often these promotions and efforts are backed by studies of consumer behavior and specifically target buying habits.

As the products change in these large stores, so does the retail landscape. How often do your apparel displays change? Is your P&A department (more…)