In this five-week series, retail strategists and instructors at
RCI’s Merchandising Boot Camp, Rich Kizer and Georganne Bender, of KIZER &
BENDER, share important areas of your retail space that can either set your
business up for sales success or failure.
Just inside your front door is a space called the decompression
zone; an area customers breeze right through without stopping. You can expect
they will miss everything you place in this zone of the store.
You may wonder why no one is reading that big sign just inside
the door—it’s because people are not focused on shopping yet. In fact, they are
unlikely to notice anything until they are at least five-feet inside the door.
Anything in the decompression zone is essentially invisible, including shopping
baskets.
The placement of your shopping baskets alone, may be costing you
sales. There is a direct correlation between the percentage of shoppers using a basket/cart and the size of the average transaction. Want customers to spend more money? Make sure your shopping basket is at least five-feet away from the entrance.
Stay tuned for more retail therapy next week, when we’ll share KIZER
& BENDER’s tips for maximizing a free-flow store layout.
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