KEEPING THE CUSTOMER IN YOUR STORE

FOR PACKAGE STORE RETAILERS

Today’s retailer’s foremost issue has always been getting the customer into his/her store. That has always been and continues to be quite a battle. But the smart retailer knows that is just part of the story. The key is keeping that customer in your store as long as you possibly can. The longer that customer stays, the higher the potential basket ring.

The “destination” customer stops in to purchase a specific item. His/her plan is to buy the item and leave. The smart retailer does a thorough job in keeping that consumer involved in the store, inducing them into possibly making an incremental purchase.

Studies show the “case of beer” buyer will also buy a 6 pack of another brand, or a bottle of wine, if it is made available, in an attractive, approachable manner.

Here are some proven methods of keeping your customers happy and in turn shopping longer:

1) Soft, pleasant music

2) Muted color scheme…light blue tests best

3) Pleasant aromas (popcorn popping, cookies baking, sample items being prepared

4) Non-cluttered aisles. The customer should be able to walk (with a cart) down every aisle, without fearing knocking over numerous displays

5) The proper use of key display areas, to offer “impulse” items to the “destination” shopper. Satellite displays near the beer cooler as well as free-standing displays at the check-out counter are best for driving those extra sales

6) Educated, floor-walking employees to assist customers with their purchases

Obviously, you cannot close down your store to paint, add sound systems, re-deploy your floor plan, etc. You can, however, do a little bit, regularly, over a specific period of time.

Remember, statistics show these moves will help you sell incremental product, by keeping the consumer in your store, shopping longer. A higher basket ring translates into a better R.O.I. for you. It is definitely worth a try.

To read more of my posts, simply click on a month listed in the column to the right of this post. There are a great number of ideas to help you improve your business. Take the time to visit them all.

We invite your comments, questions and/or suggestions. To add one, simply go to the end of any post and click on the word "comments" in the comments links to this post. That will take you to a site where you can leave your thoughts.

Training seminars are available to suppliers, distributors and retailers. Contact us for information on specific details, time lines and costs.

Thank you for your support.

Don Apostolos

The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net