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Your store should reflect the energy and innovation of you as an owner and your product. Create an atmosphere that will not only engage and inspire, but will direct and control the foot traffic. Using end-caps, display fixtures and other directional signs gives you the ability to point your customers in the right direction.
*Tip: “Story-Time”
“Once upon a time…” -- we’ve all heard this beginning and your store should start the same way. Create expectations -- enticing, teasing and hinting to your customers about what comes next.
Create a central “hub” (not too cluttered) based on your monthly focus item. Expand on this by using complimentary focus items that will lead your customers on a journey through your store. Each “destination-point”, “boutique” or “hub” should interact with one another; engaging your customers from one end of the store to the next.
Checkout should be the ending of your story-is it happy, sad or to be continued…?
*Tip: “Living Entertainment”
In-store demonstrations are the best way to educate your customers and even your staff! Invite a breeder, a local florist or landscape-architecture; some may do the appearance for free, it’s a great networking opportunity for them. This will encourage consumers to interact with the products as well.
*Tip: “F-R-E-E, My Favorite 4-Letter Word”
As much as I hate to admit it, everyone loves something free-ask your speaker to bring in samples of a new product or give a discount on the highlighted products of the day.
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