Driving Retail Success: Store Atmosphere Part 1: Take The Sniff Test
Presented by: Bruce Schofield, Retail Services Lead, Pearl iZUMi
Having unpleasant odors, is one of the quickest ways to get your customers to leave your store. So what can you do, and how do you know if your store smells?
Here are a few things to consider to keep your store odors in check.
- Check in with your some of your better customers ask them if your store smells, if you get a yes you need to address it now!
- The ideal smell is a scent that is just under your perception, consider using a aroma service to get it right.
- Rubber is part of the cycling industry, however the smell can overpower a stores atmosphere. Try keeping the bulk of your repair and replacement rubber out of the retail area.
- If you sell wetsuits, try using an auto air-freshener hung right with the wetsuits.
- Keep personal food items off the selling floor and put the waste in the trash outside as soon as possible.
- Vacuum your floor and dust on regular basis, make sure the bag in the vacuum is changed regularly.
- Take the sniff test on a regular basis, if you have a female staff member use her for the test. I have been told that women can detect smells better the men.
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For the Love of Retail Experiences
When you pair my love of design and retail you have a very, very, strong passion for the “retail experience.” What is a retail experience? A mix of great customer experience, accessorized displays and a well laid out “flow” of a store.
As I travel across the country, visit more bicycle shops and share stories of retail experiences with shops I am slowly watching a transformation. No more than 5 years ago most bike shops looked much like an auto parts dealers, aisles of bikes, slat wall, grid wall, and really anything that you could hang a bike or product on. While there still are many of these slat walled shops around you can watch the smarter shops transform into boutiques or speciality shop, REI’s and Ikeas. Less slat wall, more story telling and a beautiful EXPERIENCE.
Amazon and the online retailers of the world are changing what a bike shop has to do to be relevant. A good local bike shop will be three things: 1. A resource 2. Pillar in the local cycling community 3. Deliver a retail experience.
To encourage this retail experience I have started a Pinterest board to share others photos, my own from travels and hopefully encourage more shops to step up and create better experiences for their consumers.