in the press
HOW CAN A MOOSE, A MOUSE AND A MAZE QUADRUPLE YOUR STORE'S SALES?
Greenbrae, California -- When times are tough and the economy's less than spectacular, store owners should turn to a moose, a mouse and a maze in order to thrive in a big box world, according to Michael Clark, retail consultant and co-owner of Z. Cioccolato in San Francisco.
Besides, mom-and-pops have something that the big-name chain stores don't; that is, they focus upon quality, expertise,and innovation. In order to thrive it also helps to provide customers with a unique experience, unmatched personalized service, handpicked merchandise, and unique products. Findimaginative ways to differentiate your business.
Word of mouth marketing is proven to be the most effective method and worth its weight in gold. "Capitalize upon every advantage and encourage customers to come in and buy time and time again," Clark explains. "Give customers what they want and then some."
Clark's consulting practice, Retail Results, offers retailers a unique Retail Success Express program that effectively enhances operations and increases the bottom line. Store owners learn how to hire quality employees that provide knowledgeable, engaging customer service, how to design an effective layout that includes lighting and traffic flow to assist customers to interact with the store and the associates, as well as how to utilize the five senses in productive ways that drive sales.
How can a moose and a mouse quadruple your store's sales? Clark recounts, "In the middle of nowhere on the major east/west highway in Washington state, I met a store owner who operates a Southwest furniture and mini-convenience store. He had a major challenge attracting customers. Travelers would stop to get gas and a quick bite to eat before they sped on their way. Then he found a twelve-foot high stainless steel moose sculpture that he erected in front of the store. Instant visibility! The moose became the first thing that travelers noticed when they pulled off the highway and in-store traffic quadrupled. The moose sculpture is perfect for this store, which is filled with unique furnishings that you just don't find anywhere else."
In order to increase your customer count, Clark explains, you have to find your moose. Something that catches customers' attention and gets them into the store -- a marquee sign, stunning awning, or billboard down the street. Like the moose, it has to be noticeable, unique and compelling and must draw customers inside. It should also symbolize or convey an image appropriate to your store.
Once people walk through the door, convert them from guests into customers. One of the best ways to maximize sales is by having customers spend more time inside your store. Entertain, educate, build rapport and give them reasons to buy. Offer entertaining displays, videos, and products that even a mouse in a maze would enjoy. Clark continues, "The only way a mouse will go through the maze is if you provide some cheese. Lay out your store fixtures in such a way that it requires customers to move around the store to shop."
Where there's a moose, a mouse and a maze, there's success.
