What are retail “atmospherics?”
This week I am participating in the Mid-Atlantic Fruit & Vegetable Convention Trade Show. I took the time this morning to sit in on a conference session titled Using Trends, Tips and Techniques to Encourage Sales in Your Retail Outlet given by Dr. Kathleen Kelly, Penn State University. (Mid-Atlantic Specialty Crops Initiative)
She talked about a few items called “the atmospherics” of retail that most of us don’t consciously think about but that can have a huge impact on creating a postive first impression for our customer. They are our choice of floor, wall, ceiling ,color, lighting, sounds & furnishings as all being a major contributor to creating an inviting retail environment. PLEASE NOTE: she said nothing about the actual products sold.
Another important factor she told us is Signage – which she called “Our Silent Salesperson.” It’s said that women form an impression about our retail businesses in just 3 seconds upon entry. Are you doing all you can to ensure those 3 seconds guarantee a repeat visit?
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I agree, cleanliness, organization and clear signage are important. Not the product. One joke about the super size stores (like Wal-Mart) was always the crying/tantrum filled child. (Are we in Wal-Mart?) But, with ‘better’ (like Meijers) stores that did not happen as frequently, just as many parents with kids were there. I noted at one particular poorly organized Wal-Mart in New England, there were several difficult children with their parents. But, in the other stores, just as many kids, but quiet and well-behaved. I have come to the conclusion it is the store creating a confusing and frustrating shopping experience. (Hurried parent wants to get home and cannot find the product they had intended to purchase). This frustration is picked up by the child and tempers become short.
Our local Wal-Mart is changing, a more pleasant layout, larger isles (IMPORTANT). Modification and a gentler ‘herd mentality’ for the customers. Which means fewer crying kids disrupting other customers.
These ideas work if you are a small farm stand, or a large package store.