Embed Size (px)
Citation preview
RICH KIZER & GEORGANNE BENDER
OPTIMIZING THE SHOPPER JOURNEY: HOW TO SET YOUR SALES FLOOR TO SELL!
KIZER & BENDER Speaking!, LLC | KIZERANDBENDER.COM | 630.513.8020
The Parking Lot _______________________________
You have about seven seconds to catch a
customer’s attention. Here are some things to
think about regarding your store’s parking lot:
Is it easily accessible?
Do associates take the best spaces?
Is it clean?
Is it brightly lit?
The Store Front _______________________________
The store front is much like the cover of a book:
People judge books by their covers and they
judge stores by their store fronts. Stores that
stop traffic are a combination of exterior
architecture, signing and window displays that
make a positive first impression.
Does the store front need re-facing?
Does the store front need re-painting?
Is the store front sign visible from
the customers’ vantage point?
If you have a lighted sign, are all of
the bulbs in working order?
Is the sign distinctive?
Does its design work with the other
elements of the store front?
The Decompression Zone (DZ) ______________________________
The Decompression Zone (DZ) is the 5’ to 15’
inside the front entrance of a store. It’s designed
to slow down rushed and distracted customers so
they can concentrate on shopping. The DZ needs
to be uncluttered, inviting and easy to navigate.
Speed Bumps ______________________________
Speed bumps are displays that work the same
way as speed bumps in parking lots: they slow
customers down so that they don’t miss
important merchandise at the front of the store.
A small table or other display placed just
beyond the DZ makes an ideal Speed Bump.
notes ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________
630.513.8020
Consumer Anthropologists www.KIZERandBENDER.com
Visual Merchandising & Display ______________________________
Horizontal Merchandising Merchandise that’s displayed horizontally by
category or style on a shelf or fixture isn’t always
a good idea. A horizontal presentation limits the
amount of items a customer is likely to see.
Vertical Merchandising Vertical Merchandising exposes customers to a
greater variety of product at any eye level. And
since we read from left to right, Vertical
Merchandising encourages purchases. Customers
can scan the entire selection at a glance. Vertical
merchandising is always preferred over horizontal
merchandising.
Small Sizes on the Left, Large on the Right
This technique can be used in many categories.
Drug stores, for example, will merchandise a 7
ounce bottle of shampoo on the left, the 11
ounce size to its immediate right, and the generic
brand (the one with the biggest profit margin) to
the right of the larger size. Most customers are
right handed and will unconsciously reach for the
product closest to their right hand, rather than
reach across their body, basket or shopping cart.
“Hot Spot Cross” Merchandising Every fixture has a “Hot Spot Cross”: it’s the
section of the fixture that sells best. Draw an
imaginary cross through the center of a fixture
and display best selling items here. Product
displayed to the right of the Hot Spot has an even
better chance of being noticed. Each section of a
fixture has its own Hot Spot Cross area.
Visual Curve Merchandising (VCM) VCM involves slanting the shelves so that
customers are exposed to more of the individual
product, and the assortment. The slanted shelf
creates a “Strike Zone Arc” that causes
customers to look up and down at the product, as
well as forward. Customers see more products!
Cross-Merchandising Cross-merchandising mixes different product
categories together – customers see and buy
more because they can easily visualize how the
items work together. And it gives you and easy
opportunity to add on to the sale!
630.513.8020
Consumer Anthropologists www.KIZERandBENDER.com
notes ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ We’re here to help! If you’d like to talk about any
of the strategies we shared today, or if you just
want to brainstorm, give us a call. You can reach
us at 630-513-8020 or via e-mail at:
Rich & Georganne
R I C H K I Z E R & G E O R G A N N E B E N D E R
Rich Kizer and Georganne Bender are professional speakers, authors and consultants whose client list reads like a "Who's Who" in business. Companies internationally depend upon them for timely advice on consumers and the changing retail market place.
KIZER & BENDER are contributors to MSNBC’s television program Your Business. They made Meetings & Conventions Magazine's list of Meeting Planners Favorite Keynote Speakers, have been named two of Retailing's Most Influential People, are included in the Top 40 Omnichannel Retail Influencers, and were listed among the Top 50 Retail Influencers two years in a row (2015 & 2016). Their Retail Adventures blog was named the Top Retail Blog by PR Newswire Media, and one of the Top 50 Retail Blogs in 2016. And with good reason: Rich and Georganne are experts on generational diversity, consumer trends, marketing and promotion, and everything retail. They are widely referred to as consumer anthropologists because they stalk and study that most elusive of mammals: today's consumer.
They are well known for their unique and intensive consumer research. Any speaker can talk about customers, but Georganne and Rich actually become them. In addition to focus groups, one-on-one interviews, and intensive on-site studies, their research includes posing as every kind of customer you can imagine; and maybe even a few that you can't. The result of their research is literally straight from the mouth of the consumer: solid ground level intelligence you can use to better serve your own customers.
KIZER & BENDER’s observations are widely featured in the medias, including the New York Times, Chicago Tribune, Chicago Sun Times, Las Vegas Review Journal, NBC, CBS, ABC, WGN, MSNBC, National Public Radio (NPR), The Voice of America, AARP, Deseret News, The Washington Post, and the National Retail Federation. Their books “Visual Merchandising & Store Design: How to Set Your Sales Floor to Sell”, “BRANDING!”, and “Jingle Bells, Christmas Sells: Events, Promotions & Tips for the Holiday Season!” have helped thousands of retailers improve their bottom line. Their magazine column, Georganne & Rich on the Road, is a two time winner of the American Society of Business Publication Editors (ASBPE) Award of Excellence.
KIZER & BENDER are married, just not to each other! 2016 marks their 26th anniversary as a speaking team. Their presentations blend brilliant content with colorful examples, humor, and insight. You'll learn while you laugh! And you'll come away with inspiration, ideas, strategies, tactics, tips and techniques you can use the second you return to your business!
KIZER & BENDER On-line: RetailAdventuresBlog.com
Facebook.com/kizer.benderspeaking YouTube.com/kizerandbender Instagram: kizerandbender Twitter: @kizerandbender
KIZER & BENDER Speaking!, LLC 1434 East Main Street | St. Charles, Illinois 60174
Mailing address: P.O. Box 508 | St. Charles, Illinois 60174 630.513.8020 | 24-7 Mobile Hotline: 708.347.2682
KIZERandBENDER.com | [email protected]
