STORE SCORE: Rate Your Retail Shop

1. STORE SCORE:Rate Your Retail Shop A presentation by Tony DeMasi President DeMasi Marketing Ph: 856/227-6802 E-mail: tonydem@juno.com

2. STORE SCORE: Prelude-Street and Parking Lot • Close to store? • Well lighted? • Well kept? • Low or no risk area? • Safety is a major concern for customers, especially women, elderly and physically challenged

3. STORE SCORE: Upfront-Outside Front of Store • Welcoming impression? • Does it reflect the store’s image? • Handicapped accessible? • Lighting?

4. STORE SCORE: Outward Signs • Does store name describe business? • Is signage facing traffic flow? • Do signs give real information

5. STORE SCORE: WindowDisplays • Do they invite the customer to come in? • Do they convey store’s image as well as product? • Are they easy to see? • Are they clean? • Are they well lighted?

6. STORE SCORE: Floor Covering • Is entrance covering inviting? • Is there different flooring throughout store? • Is there flooring “traffic pattern?”

7. STORE SCORE: Walls • Using different surfaces? • Suitable colors for each department? • Dark colors bring high ceilings “down” • Light colors make narrow rooms “wide” • Mirrors “enlarge” small rooms

8. STORE SCORE: Fixtures • Do they reflect the store’s style? • Distance between doorway and first fixture? • Do they follow store’s “traffic pattern?” • Do they fight merchandise for attention? • Are they accessible to customers?

9. STORE SCORE: Decompression Zone • The entryway is where customers make an adjustment to the new environment. Sales rarely take place here.

10. SCORE STORE:Strike Zone. • Most consumers in Western cultures turn right when entering a store. In the “strike zone” they will look at merchandise. Feature products with prices that are not overwhelming. If they are pleased with what they see they will continue. Place a compelling display in the “strike zone.”

11. SCORE STORE:Gold Coast • The right wall of the store is the most valuable real estate. It is generally traveled first and viewed most thoroughly by customers. Put your most affordable items and products you are promoting –but not necessarily discounted or demand items.

12. STORE SCORE:Demand Area • High demand products are placed in the rear of the store to pull customers through the store, increasing visibility of other items along the way. Add-on merchandise and impulse products are usually placed in a high traffic area to suggest extra purchases.

13. STORE SCORE: Bonus Area • Place impulse items in the front of the store and in high traffic areas between the door and displays of demand products, but outside the “decompression zone.”

14. STORE SCORE:Cash Desk/Last Chance • The cash desk should be at the left of the entry. Place impulse items around it. It is a high traffic area with the most captive audience—waiting customers. Most impulse buys are made here. This area also serves as a security checkpoint. And, it allows visibility to all parts of the store

15. STORE SCORE:SIGNAGE • Good graphics throughout store? • Are the signs easy to read? • Do the signs give a full message? • Suitable lighting?

16. STORE SCORE:Staff • Does your staff represent your store’s image? • Do they know how to sell…or just use the register? • Are they trained in “phone personality?” • Does your staff reflect your customer base? • Do you have enough/too many people?

17. STORE SCORE:ATMOSPHERE, ETC. • Music? • Fountains? • Scents? • Seating? • Rest rooms? • Cleanliness? • Encourages return visit?