By Mark Miller
Based on the success of our last editorial, we have decided to do a series of articles designed to help improve the mobile electronics industry. The first topic is on inexpensive ways to improve the appearance of your store. Many people, myself included, can get so overwhelmed with the daily running of business that we begin to miss things.
I get comments from customers spending good money at my store about other stores they went to first. I hear comments like this, “I walked in, looked around, and walked back out,” or “I lost all confidence in the place after seeing how dark and dingy it looked.”
The good news is you can change this perception.
It Begins by Making an Honest Assessment
I have found one of the best ways to do this is by taking lots of pictures of the different areas of your store and then reviewing them that night or the next morning. I like to start with pictures of the outside of the facility including the parking lot area. Then I move inside the store and take pictures of all the displays, floor, ceiling, sales area, etc. Then I shoot a couple shots of the bathroom and finally, several shots of the install bay. I also suggest asking at least two people that are NOT connected to your business, but fit into your target demographic, to look at the images.
The eye-opening part is that other people pick up on items that we block out mentally. Then it’s time to make decisions, usually based on cost.
No Cost or Low-Cost Improvements
Here is a list of popular things that can often be done for free:
- Clean and then clean some more. I can’t stress this one enough. People are trusting you with their second largest purchase behind the cost of a home and they want someone they can trust. A dirty environment leads people to think you don’t care and aren’t professional.
If you have carpet with any stains at all, rent a steam cleaner. If you have tile or laminate, have it scrubbed and waxed if needed. Clean every nook and cranny that is visible by your clients. Do the outside of your store, the showroom, bathroom, waiting area, and install bays. It is worth it.
- Throw away clutter. While many vendors have good intentions, too many point-of-sale materials look cheesy. If it is made of cardboard, burn it. Reduce almost all hanging signs, table top displays, etc. If you have items on your floor, move them. Inventory stacked up creates an image of buy it deep and sell it cheap. If that is what you want, then you already accomplished your goal. But if you want to be known as the better shop, the one that does it right the first time, then it is time to change.
- Fill all the holes in your displays. Either put product in it or build blanks that can hide a hole. We built blanks and, in the instance, that one wasn’t available, we would mount a product but not hook it up. It filled a hole until the replacement product arrived or we could make some more blanks.
- Make sure the displays work properly.
- Replace any burnt out light bulbs. If needed, add some new lighting as cost allows. Modern LED lighting gives you great opportunities to highlight certain products or areas of your store.
- If needed, throw a paint party. This makes a world of difference. And find someone with a good sense of style to suggest colors to you. It is important, as you may think having yellow or orange walls is a good idea if left to your own judgment…….I will just let you sit on that for awhile.
- Evaluate employee apparel and hygiene and make changes as needed. We created a uniform standard for salespeople and installers. Everything from shoes all the way up to a hat on their head, and anything in between. If you want to be better, you have to look the part. Plain and simple.
- If you have a demo car that isn’t finished, then finish it. And make sure it demo’s the products and categories you want to promote. And that it works properly. And looks good. Your vendors will help you with a demo vehicle if you show them a plan. I promise.
Execute the Plan
Once you have prioritized your improvements based on the list above, then actually do them. If needed, start with the free items and then move onto the low-cost ones. You, your staff, and your clients will see the difference and the improvements should be noticed at the register where it matters most.
Stick to the Plan
Finally, once you execute the plan, do not go back to your old ways. To be honest, this will take some time, as it will be a new thing for you. Stick to the plan, keep all the employees on the same page with you, and be prepared for great things. I believe in you and I believe in our industry.
