The ways that customers find your store have shifted measurably
over the last decade. Gone are the days of sinking your entire mar-
keting budget into billboard, radio and Yellow Pages ads. Today's
savvy OPE marketers are investing heavily in digital and reaping the
rewards as they continue to drive new prospects and loyal custom-
ers into their brick-and-mortar stores. But how has your in-store
experience shifted to match the evolving shopping behaviors of to-
day's digital-savvy shoppers?
If your in-store playbook hasn't seen an update since pop
opened the shop in the '70s, it is absolutely time to ensure that
you're creating a shopping experience that will keep customers
coming back for more.
FIRST IMPRESSIONS COUNT
We all know the axiom that first impressions count, and it is well
established for a reason — most shoppers are absolutely going to
judge you by your dealership's outward appearances, and if you
aren't up to snuff, your credibility will take a hit.
You are not just competing with Jim's Power down the high
-
way. You are competing with the shopping experience that ma-
jor retailers like Home Depot, Sears and even Apple have created
in their stores. The bar is high here, and while I've heard deal-
ers rationalize that they are small, local businesses and that they
shouldn't be held to that same standard, I challenge that thinking.
You are offering a premium product and service, and should cre-
ate a premium environment to match.
Now, I'm not suggesting that you need to gut your dealership
and turn it into a clone of the Apple store, but I am saying that
you need to create a clean, well-lit, well-organized shopping at
-
mosphere that reinforces your brand message.
Take strategic advantage of manufacturer promotions and
point-of-sale (POP) materials to complement your own signage
and in-store marketing messaging. (We'll dig into this topic a little
deeper later in this article, so keep reading!)
FEATURE STORY | Website Solutions
14 FEBRUARY 2016 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com
In-store marketing makeover
IMAGE
©ISTOCKPHOTO.COM/M_A_Y_A.
■ BY COLLEEN MALLOY
