Making First Impressions Count Paco UnderhillFirst ImpressionSlide 3Slide 4Portal ShoppersDoorway ShoppersDoorway Shoppers Cont’dGeneral Window RulesFlaws of Store EntrancesSlide 10In Conclusion…SourcesMaking First Impressions Making First Impressions CountCountPaco UnderhillPaco UnderhillWhitney JonesWhitney JonesStephanie RyderStephanie RyderFirst ImpressionFirst Impression The main danger in store planning is getting The main danger in store planning is getting caught up in the presentation drawing of the caught up in the presentation drawing of the front view of the store.front view of the store.No one sees the store from the perspective of the store No one sees the store from the perspective of the store drawingdrawing““The assumption that a front view The assumption that a front view has anything to do with a customer'shas anything to do with a customer'sfirst or on-going perception first or on-going perception of a store is hogwash.”of a store is hogwash.”Instead, retailer should think about the Instead, retailer should think about the entrance from the customers’ point of viewentrance from the customers’ point of viewFirst 10-20 steps form the perception of First 10-20 steps form the perception of the store in the consumers’ mindthe store in the consumers’ mindCreates the disposition to make a Creates the disposition to make a purchasepurchaseMost stores can segment their customers Most stores can segment their customers into 2 groupsinto 2 groups Portal ShopperPortal Shopper Doorway ShoppersDoorway ShoppersPortal ShoppersPortal ShoppersMake up a large portion of the business Make up a large portion of the business for some retailersfor some retailersDon’t need to be enticed into the store with a flashy Don’t need to be enticed into the store with a flashy entranceentranceWill put up with higher prices, messy aisles, Will put up with higher prices, messy aisles, incompetent employeesincompetent employeesEx: Book lovers see bookstores as a Ex: Book lovers see bookstores as a “ “portal” into the world of booksportal” into the world of booksDoorway ShoppersDoorway ShoppersImpulse shoppersImpulse shoppersRetailers need to entice shoppers to come Retailers need to entice shoppers to come ininSide or approaching view is most Side or approaching view is most beneficialbeneficialDoorway Shoppers Cont’dDoorway Shoppers Cont’dEx: Main streets and malls are allowing Ex: Main streets and malls are allowing stores to build out their entrances to stores to build out their entrances to enhance shoppers viewenhance shoppers viewWindow displays also helpWindow displays also helpGeneral Window RulesGeneral Window Rules1.1.Keep it simple and change oftenKeep it simple and change often2.2.Slant or angle displays toward dominant Slant or angle displays toward dominant direction of traffic, ie., toward a parking lotdirection of traffic, ie., toward a parking lot3.3.If used, make sure graphics are large enough If used, make sure graphics are large enough for people to read while walkingfor people to read while walking -don’t count on people to stop-don’t count on people to stopFlaws of Store EntrancesFlaws of Store Entrances1.1.No transition zoneNo transition zone•People need time to adjust their walking speed People need time to adjust their walking speed and frame of mind.and frame of mind.2.2.Directional and promotional signage Directional and promotional signage should be placed deeper in the storeshould be placed deeper in the store•Poor placement of maps leads to people leaving Poor placement of maps leads to people leaving the store in frustration. the store in frustration. •Also frustrates associates who have to answer Also frustrates associates who have to answer same questions over and oversame questions over and overFlaws of Store EntrancesFlaws of Store Entrances3.3.Aisles and entrances need to be family Aisles and entrances need to be family friendlyfriendly•Entrances need to be wide enough for strollersEntrances need to be wide enough for strollers•If parents have to put in too much effort to If parents have to put in too much effort to navigate around store with kids, they will leavenavigate around store with kids, they will leaveIn Conclusion…In Conclusion…““The difference between stores that work The difference between stores that work well and look great in the flesh, and those well and look great in the flesh, and those that don't, often has nothing to do with that don't, often has nothing to do with price points and inventory, and everything price points and inventory, and everything to do with a well-executed strategy based to do with a well-executed strategy based on human needs.”on human needs.”SourcesSourceshttp://http://www.envirosell.com/publications/articlesbywww.envirosell.com/publications/articlesby.html.html
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