Suze Bragg

From sluggish to spectacular
August 7, 2008

Eating breakfast yesterday, I found myself watching a show on Style Network called "Peter Perfect", a master of sorts who saves a store on the brink of bankruptcy.  During this episode, he helped two surf shop owners display their merchandise, gave them complete makeovers including hair and makeup, and threw some extras in to help market themselves.  It was, in the reality world of celebrity television, a great success.   It peaked my interest - this 48 hours to success salvation that Style Network is offering. Can it work for any small business? On the Web site, Peter dons the dress of a modern day Austin Powers complete with heels, and turns 'sluggish to spectacular'.   Here's the advice I gleamed from this episode that is applicable to every retail store:

1.  You are your store's brand.  How you look, how your employees look, how you dress...everything is representative of your store's appearance.  It is a proven fact that people buy from good looking people (or people who are well groomed if they're not hot).  This goes for all small companies. Every time you walk out the door, you represent your company.  Encourage change when necessary (I suggest not tackling it the same way Peter does...)

2.  Don't have all your assets tied up in your store.  In this episode, the store owners couldn't get married because their money was tied up in the store.  Be sure to keep as much separated as possible and keep your business money in a LLC or corporation to protect your assets.  Might sound like common sense to some people, but it happens often in the every day reality of being a small business owner. 

3.  You need exposure (ie, marketing) to get people into the store.  People buy from stores whose atmosphere brings pleasure, who senses are engaged, and whose feet are comfortable (see #4).  But if you have a store like this and you still don't have the traffic and sales you need, it's time to let customers know you exist.  Take a portion of your budget and market, even if you think you cannot afford to do so.  If you have the business, you cannot afford not to market yourself.  There are inexpensive options.

4.  You need a place for people to feel comfortable.  Peter created a lounge area for people to kick back while their friend is shopping.  Women spend the money, men spend time with their feet propped up reading magazines while their wives shop.  Or maybe they sit to drink a beverage, or chat about surf boards.  Who knows why they'll use the chairs, but it's a comfortable idea.

5.  You need to know the features and benefits of a product, and the price.  Know the product like the back of your hand and understand the lingo.  Otherwise, you can lose the sale. 

6.  Above all, be enthusiastic.  Being happy is contagious and it stimulates both arousal (that would be to shop) and engagement.  People also buy for emotional reasons:  the products fill a need that is sometimes so primal they cannot tell you why they must have it.  Your enthusiasm for what you're selling or promoting helps cultivate this desire.

7.  Make sure the shop is clean and your dressing rooms inviting.  The majority of women hate dressing room miorrors because they display every imperfection in the human body.  Add dirty rooms and storage boxes to the mix and it's a disaster waiting to happen.  I love dressing rooms that make me looks elongated (yes, there are mirrors that do this) and I tend to buy way more than I should in these type of places.  Words to the wise - Do.Not.Use.Harsh.Lighting.  It makes women look ugly and fat. And women who feel ugly and fat don't buy clothes.  It sounds simple...but I only know of 3 stores that cater to making a women feel beautiful.  Three. That's all.

8.  Display all your merchandise by color and type for easy browsing.  It sounds easy, but setting up good displays in stores in an art.  If your challenged, group them by color and type on good hangers where people can see what you offer.  Unless you're a true bargain outlet (T.J. Maxx, Goodwill, consignment), most of the products you sell each season are grouped by the merchandiser.  Set up a color coding system to help women who are challenged in the style department with options.  Example: this top with a blue dot on the label matches this skirt with a blue dot and the pants with a blue dot.  [On a Web site, it's called a recommender.]  It'll help move more products.

9.  Sometimes all you need is an image makeover to sell, sell, sell.  If you want a store makeover and want to be on the show, apply here.  

Good luck! 

Posted by Suze Bragg on August 7, 2008 | Comments (0)