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Rich Kizer &Georganne Bender Optimizing The OPTIMIZING THE SHOPPER JOURNEY: HOW TO SET YOUR SALES FLOOR TO SELL! RICH KIZER & GEORGANNE BENDER 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 notes 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. 630.513.8020 Consumer Anthropologists www.KIZERandBENDER.com Visual Merchandising & Display ______________________________ notes 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! We’re here to help! If you’d like to talk about any Cross-Merchandising of the strategies we shared today, or if you just Cross-merchandising mixes different product want to brainstorm, give us a call. You can reach categories together – customers see and buy us at 630-513-8020 or via e-mail at: more because they can easily visualize how the [email protected]. items work together. And it gives you and easy Rich & Georganne opportunity to add on to the sale! 630.513.8020 Consumer Anthropologists www.KIZERandBENDER.com 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] .
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