Part Four—Store: Make it brilliant and they will spend.
Source: MPREIS/Thomas Jantscher
The Fundamentals
When customers wander around your store, or look into its windows, they are subconsciously demanding “INSPIRE ME! MAKE ME WANT TO LOOK AT SOMETHING!” If there is a trick to retailing, it’s in understanding how to manage that demand to your advantage. The principal tools you have to do that with are:
• Your external communications
• Windows
• Use of retail theater
Get Know Your Shoppers (Collection) now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.