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Unit 7: Store Audit

One way to do this is to have “showstoppers” that bring customers into the store. These are Notes
items that may not sell well but bring in business. An example is a furniture store that sells
leather sofas. These are typically a pretty boring product. The storeowner could advertise or
display a yellow, lavender, or red sofa and sell twice as many leather sofas. The dramatic colours
catch attention, and shoppers will stop in and check them out. Chances are they’ll still leave the
store with a beige, green, or brown sofa, but it was the “showstoppers” that got them in. That’s
where the return on investment comes in.

Store Pride

When customers look around your store, do they get the impression that someone takes pride
in the store? Is it clean? Is the merchandise well organized and displayed thoughtfully? Are the
clothes on the racks in the correct size category? Not only does this show that staff and owners
care, but it makes it easier for customers to find what they need. Shopping should not be work.
An orderly store helps customers make buying decisions quickly and easily.

Financial Stability

One of the first things customers look at is gaps in merchandise displayed. Retailers don’t
always appreciate consumer’s awareness of this. Regular customers will notice gaps the most,
and, ironically, this can cause struggling stores to lose their best customers just when they need
them most. If you’ve got ten some negative press about financial troubles, make sure your
shelves are stocked to the hilt. Try to take the customer’s perspective. Being privy to some one’s
financial struggles is a bummer.

Commitment to a Category

This is the single biggest weakness of retailers. When retailers think about adding a category of
merchandise, they usually look at what the other stores are doing, and they devote the same
amount of store space to a product category. To be successful, a retailer should make an effort to
be known for some thing. Customers know they can find a shoe they like to have. Before you
add an additional product category, you better make sure you have a big enough selection to
make a commitment to it. The display has to convince consumers that this isn’t just a fringe
category for you.

Is This a Store of the Future?

Consumers also make judgments about a store based on signage, display racks, and even light
fixtures. These tell your customers whether you’re a store of today, yesterday, or tomorrow. Has
your building looked the same for 30 years, or does your building’s décor tell your customers
that you’re moving ahead? Are you using the old style fluorescent light fixtures rather than the
newer ones that high light the merchandise? Do your displays and signage fit your customers’
sense of style?

Is it Worth Returning?

A consumer is always trying to decide whether you want them to come back or not, and they’ll
make that decision based on their entire shopping experience. Was it easy to get in and out of the
store? Were they able to find items quickly and easily? Were the sale items that were advertised
or displayed actually available? This can go a lot further than just being the cheapest guy in
town.

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