Sponsored By

Do you spring-clean your store?

It's the time of year for articles about spring-cleaning the home. I've always found it helpful to apply the same approach to freshen up a store.

Simon Uwins, loyalty expert

January 21, 2016

2 Min Read
Supermarket News logo in a gray background | Supermarket News

It's the time of year for articles about spring-cleaning the home. I've always found it helpful to apply the same approach to freshen up a store.

Psychology tells us that people remember their first and last impressions more than what happens to them in the middle. And certainly with stores, I've always found that the entryway disproportionately impacts what customers think of the store, while the checkout experience strongly influences how valued they feel as a customer.

So to get the most bangs for the buck, it’s worth giving these areas particular attention. First, the entryway:

  1. Is the door welcoming? This always seems to be a magnet for all sorts of notices, so it ends up more of a barrier than an inviting entrance. What can be done to reduce/organize all this, so that customers feel more welcomed?

  2. Is the foyer uncluttered? Again, this can easily become a jumble of stacks, baskets and signs, which customers have to navigate around before getting on with their shopping. Why not declutter and organize, so that the transition from outside to inside is easy for customers?

  3. Do sight lines create a good impression from the foyer? Over time, graphics and stacks can end up blocking key sight lines, making the store feel congested and difficult to navigate. Some judicious editing can really open a store up.

Then, the checkouts:

  1. Are they clean and tidy? So many bits and pieces of communication seem to accumulate at the checkout, as well as signs of wear and tear. A bit of TLC can work wonders.

  2. Are they organized for the employees? Does every checkout have the necessary tools to do the job, and every tool have a place? An employee having to hunt for something is a customer frustrated.

  3. Do the employees feel valued? Customers are unlikely to feel valued if employees don't, so I like to pay attention to the employee areas. Are these areas clean and tidy? It's amazing what effect a quick lick of paint can have.

Of course, there are always much bigger issues with the shopping trip that need organizational change or major remodels to address. But in the meantime, a thoughtful spring-clean can improve the experience for customers, and freshen up the store.

What does your store do?

Simon Uwins is a former CMO of fresh&easy and Tesco UK, and author of Creating Loyal Brands (2014). Find him online at www.simonuwins.com

About the Author

Simon Uwins

loyalty expert

www.simonuwins.com

A visionary CMO, educator and loyalty expert, Simon has demonstrated the power of customer loyalty in creating long-term growth.

An ex-CMO of Tesco, he’s a pioneer of Clubcard, its renowned loyalty program, and served as a director of Dunnhumby, the customer science company that underpins it. He also built the retail brand Fresh & Easy from scratch here in the U.S.

A recognized thought leader, Simon has a popular blog, an award-winning Flipboard magazine, and is author of Creating Loyal Brands. He teaches a graduate course on branding at the University of Southern California’s Annenberg School for Communication, and provides consulting services around loyalty and retail.

With a master's degree from Oxford University, Simon grew up in London. Based now largely in Los Angeles, you’ll normally find Neil Young or Radiohead blaring when he’s behind the wheel.

Find him online at www.simonuwins.com.

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like