Retail Pet Peeves: Common Mistakes That Drive Customers Away

22 MAY-JUN 10

Anyone who has been around the retail game for any length of time probably has subconsciously compiled a list of minor annoyances that drive them bonkers. These would consist of the little common-sense things that you notice in stores and ask yourself “Why would someone do that?” Here is my list of things that some retailers do that well simply bug me. Maybe they bug you too?

Store Windows

Wherever I go I notice store windows. Have you ever visited a town and noticed a store that feels they need to cram a sample of everything they carry in the front window in order to get their message out? This drives me out of my mind. The confusion and clutter created by doing this actually have the opposite effect on shoppers. They don’t get any message at all. When it comes to store windows and in-store displays keeping things simple is always a better way to go.

Call Attention to THAT?

Sometimes the natural tendency for retailers attempting to move merchandise that no one wants to buy is to actually give it more attention. They do this by putting the slow-moving goods in the window creating a display in the store or—worse yet—spending advertising money to promote a “dog.” This is a failed strategy void of all common sense. Sure we need to rid our stocks of problem merchandise as quickly as possible but we don’t need to show the world our problems by highlighting trouble merchandise. You can’t grow volume by constantly focusing on what no one wants to buy. Volume is built when stores feature what customers want now!

Merchandise Planning

What would happen if you built a house without an architect first drawing up a blueprint? Unless you were very lucky the result would likely be disastrous. Yet this is exactly the gamble that retailers take when they buy without a well-constructed merchandise plan. Unless the retail guardian angel intervenes more often than not stocks will be out of balance leading to stifled sales and missed buying opportunities. Overbuying is also likely to occur. As a result poor cash flow high markdowns and slower turnover will prevail.

Have you ever known of a store owner (or buyer) that buys a little bit from every vendor that calls on him or her?

These are people who have a hard time saying “NO.” They don’t want to hurt anyone’s feelings especially since the rep came all the way to the store “just to show me the line.” Well that’s his job. Yours is to buy a well-balanced assortment that has meaning to your customers. When you buy a little from everyone you end up with a whole lot of nothing. This practice leads to overbuying duplication and confusion to the customer. In addition the lines are not meaningful to the store and conversely the store is not important to the manufacturer.

Don’t Hover Do Be Knowledgeable

I hate going into a store prepared to buy only to be ignored. It actually makes me mad. I don’t need to be hovered over but I do expect to be greeted cheerfully when I walk in and have a knowledgeable salesperson available to answer any questions I may have. While I know we are all busy I believe that’s not too much to ask.

I like to be sold. I understand the sales process and I appreciate other sales professionals that do too. It matters not to me if I am buying a pair of socks or a new car. I want to be sold! Don’t just read the label to me when I am asking a product-related question tell me something I don’t know. Providing extra information adds value to my shopping experience and makes me feel better about my purchase.

It drives me nuts to go into a store and see a four-way display fixture jammed with three times more merchandise than it was ever intended to hold. Typically the same display will also be holding multiple lines styles and even colors that don’t go together. This merchandising technique usually is associated with an “overbuyer” or at the very least an individual who does not understand how vital a component visual merchandising is to increased sales.

How’s Your Presentation?

When I see empty racks shelves or other fixtures lacking inventory I could just scream. With expenses and competi-

Things Retailers Do That Really Bug Me!

Ritchie Sayner Pet Peeves:

Maximizing Sales Through Effective Merchandise Presentation

With expenses and competition being what they are today it is so important that retailers scrutinize their merchandise presentation at all times in order to maximize sales.

Avoid Cluttered Print Ads

Cluttered and hard-to-read print ads are simply a waste of advertising dollars. They too drive me crazy.

Store Cleanliness Reflects on Ownership

I equate a dirty store with a lazy owner. Floors should be mopped or vacuumed daily. Racks should be dusted—and don’t forget the tops of the glass cubes. They are huge dust gatherers.

Professional Signage Matters

Hand-printed display signs are the absolute worst. I don’t care if your printing is exceptional. A professionally printed sign says a lot about your ….

Pricing Strategies

When I go into a store with ridiculous pricing the veins in my neck bulge. This is the store where the owner didn’t set the retail price and told the marking room to take a certain percentage markup. In this store you will find prices like $42.37 next to something marked $36.84. What’s that all about?

You will find a similar approach to pricing at this store when the sale price is literally 1/3 off the original price. I am talking 33.333% off. $36.84 now becomes you got it… $24.68. Simply ridiculous!

Feedback and Contact

These are just some items that have been bothering me for a while. I feel much better sharing them with you. If I missed anything that bugs you shoot me a quick email so that I can update my list.

Ritchie Sayner is vice president of business development at RMSA Retail Solutions which works with retailers to improve performance. For a complimentary review of your store’s inventory balance contact him at rsayner@rmsa.com.

Ritchie Sayner
nsra.org

Ritchie Sayner

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