Business Essentials: Retail Environment

1. Owner Manager Track
Sponsored by:

2. Business Essentials:
Retail Environment
Presented by Marcel Newell / Jody Culbertson

3. Our Vision
Drive Positive Change

4. Our Mission
Transform the independent mobile
retail industry with affordable,
world-class solutions.

5. Course Description
• Understand what consumers are looking for?
• How proper showcases/displays can make or
break any sale.
• How to get the most out of your store layout.
• How important is Store Branding?

6. Course Objectives
• Attract new customers to your store with
store branding
• How to improve your layout and current floor
plan economically.
• How to create an environment where the
consumer does NOT feel overwhelmed.

7. Top 3 Issues
Results of 6-months of research:
• Foot traffic is down
• Internet Price Shopping
• Eroding Margins
…Would you agree?

8. State of the Industry?
Shrinking -10% per year

9. Solution
Create…
Customer Experience
+ Positive Experience

10. + Customer Experience
Adds Value
Creates Excitement
Unequalled Experience

11. Retail Environment Parts
Build TRUST Involve Senses
Educate for
My BRAND 1st
FREE
Happy & Safe EASY Strategy

12. Retail Environment
You never get a second chance
to make a…
First Impression!

13. Retail Environment
But what is the right First Impression?
TRUST!!!

14. Trust
• Vehicle is often their biggest investment
• Give the car back in better condition
• You can do it better than competitors
• You will be around to take care of them
• You will stand by your word and work
3 to 5 Seconds

15. Trust
What kind of First Impression
is your store making?

16. WARNING!
Real Store Photos
will be used!

17. Trust
First
Impression
?
TRUST

18. Trust
First
Impression
?
Same old,
same old.

19. Trust
First
Impression
?
Same old,
same old.

20. Trust
What kind of First Impression
is your store making?
“Perception is Reality”

21. Trust
“Perception is Reality”
Customers!!!!!

22. Trust
What kind of First Impression
is your store making?
EASY Way to Find Out?

23. Trust
Camera TEST!

24. Trust
Camera TEST!
• Take a photo of your Showroom
• Look at the pictures
• See it through the customer’s eyes
• See things you just walked past
• Be brutally honest with yourself

25. Trust
Listen to yourself….
• It is not really that messy… It is!
• It is not really that dirty… Look again!
• It doesn’t look that bad… It does!
• It is not that crowded… Yes, it is!
See it through the customer’s eyes!

26. Trust
Camera
TEST!
Whose
Store
is This?

27. Trust
Camera
TEST!
Whose
Store
is This?

28. Trust
Describe these Stores

29. Trust
“I find these
pictures
make the
store look
much
smaller and
crowded
in…”

30. Trust
Bottom Line:
If your store does not look
like it’s WORTH IT
you will never be able
CHARGE MORE!!!

31. Trust
Once again, same old, same old…
Bad News! These stores are going
OUT OF BUSINESS!

32. Trust
Good News!
The Stores that wanted help,
WE HELPED!!!

33. Trust
Out with the Old! In with the New!
Which store do you think should
demand more MONEY?

34. Trust
Out with the Old! In with the New!
Do you think your store should
demand more MONEY?

35. Trust
Out with the Old! In with the New!
What size of investment was needed?

36. Trust
First Impression = TRUST
“Perception is Reality!

37. Trust
First Impression = TRUST
Camera TEST!
FREE Consultant

38. Retail Environment
Build TRUST
First Impression!

39. Retail Environment
Build TRUST
My BRAND First

40. My BRAND First
The more times they see your LOGO, the
better chance to remember you.
People need to see something 17 to 27
times before it STICKS!
Your LOGO must be the
#1 Brand in your STORE!!!

41. My BRAND First
Products come and go, the only thing that
stays constant is your store.
Build your own BRAND,
BLOW YOUR OWN HORN!

42. My BRAND First
• Take down the Manufacturer’s banners
• Put up your own
• Put your LOGO everywhere
• Put your LOGO on everything
• Get you team looking professional
in Store-branded uniforms

43. My BRAND First
Put your LOGO
everywhere!

44. My BRAND First
?
What Brand?

45. My BRAND First
You never get a second chance
to make a…
First Impression!

46. My BRAND First
First Impression?

47. My BRAND First
Laser Tag? Paint Ball?
Which one are we playing today?

48. My BRAND First
Tacos? Tacos?
What type of customer do you want
to attract?

49. My BRAND First
Diamonds? Diamonds?
Which store do you TRUST more?

50. My BRAND First
Repair? Repair?
Female Friendly?

51. My BRAND First
Car Audio? Car Audio?
TRUST?

52. My BRAND First
Brand is an evolutionary process
1st Generation 2nd Generation

53. My BRAND First
Brand is an evolutionary process
1st Generation 2nd Generation

54. My BRAND First
Brand is an evolutionary process
1st Generation 2st Generation

55. My BRAND First
Brand is an evolutionary process
Seeing Success

56. My BRAND First
3rd Generation

57. My BRAND First
Before After

58. My BRAND First
First Impression?

59. My BRAND First
Do it Yourself ?

60. My BRAND First
Do it Yourself
Hire Professional
They did…

61. Retail Environment
Build TRUST
Burn it
My BRAND First onto their
eyeballs!!!
Right Brand
Image!

62. Retail Environment
Build TRUST
My BRAND First
Happy & Safe

63. Happy and Safe
Less is More!
Put your customers at ease
Happy Customer = Buying Customer

64. Happy and Safe
Target Demographic?

65. Happy and Safe
Everyone!

66. Happy and Safe
“Perception is Reality”
Customers!!!

67. Happy and Safe
Target Market was?
• 16 to 28 year old male
• Yell at him!
• Ignore him!
• Swear at him!
• Still buy something
AND refer a friend!

68. Happy and Safe
“Perception is Reality”
Customers!!!

69. Happy and Safe
Store

70. Happy and Safe
Showroom

71. Happy and Safe
Shop

72. Happy and Safe
This car + This Store = No Chance!

73. Happy and Safe
This car + This Store = Increased Margins

74. Happy and Safe
Your Store MUST
look like a
million bucks
to make a
million bucks!
“Perception is Reality!”

75. Happy and Safe
How can you create a
Positive Environment?

76. Happy and Safe
• Take down the girlie posters
• Clean your bathroom (close the door)
• Sweep, clean, dust daily (build a routine)
• Get your team looking professional
• No holes in your displays
• Update your lighting
• Limit your SKU (Less is More)
• Camera Test

77. Happy and Safe
If your grandma
wouldn’t put it
up in her
house, take it
out of your
store!

78. Retail Environment
Build TRUST
My BRAND First
Female
Happy & Safe
Friendly

79. Retail Environment
Build TRUST Involve the
Senses
My BRAND First
Happy & Safe

80. Involve the Senses
“Buying is an emotional experience,
backed by logic!”
How can we raise our
customers’ emotions and get them
to back it up logically?

81. Involve the Senses
TRUE or FALSE?
“People buy
what they see.”

82. Involve the Senses
TRUE!
“People buy
what they see.”

83. Involve the Senses
Does NOT apply to everyone.

84. Involve the Senses
People BUY what they feel.
Emotions!

85. Involve the Senses
How many senses do we have?

86. Involve the Senses
• Sight
• Hearing
• Touch
• Taste  Clean your bathroom!
• Smell  Clean your bathroom!

87. Involve the Senses
Seeing
Hearing
Touching

88. Involve the Senses
People learn in different ways.

89. Involve the Senses
Seeing = Visual
Hearing = Audible
Touching = Kinesthetic

90. Involve the Senses
Involved / learn / take in information
In three different ways….
Have an environment that
works for everyone!

91. Involve the Senses
What is wrong
with this picture?
Hint: How
many senses?

92. Involve the Senses
1 = Visual
• Boxed Products
• Glass Showcase
• Behind Counter
Just 1 of 3 senses

93. Involve the Senses
10% = See
40% = See and Hear
80% = See, Hear and Touch

94. Involve the Senses
Glass Case…

95. Involve the Senses
What is the difference?
Stereo Shop Pawn Shop

96. Involve the Senses
10% - Seeing
Turning away
90% business!
You’re sending them to a store that
is involving more senses.

97. Involve the Senses
10% - Seeing
40% - Seeing and
Hearing
Only turning away
60% of business.

98. Involve the Senses
10% - Seeing
40% - Seeing
+ Hearing
80% - Seeing +
Hearing + Touch
Only 20% loss.

99. Involve the Senses
All things being equal, the customer
will pick the cheapest price!
Make things unequal!

100. Involve the Senses
Make things unequal!

101. Involve the Senses
An unfair advantage!

102. Involve the Senses
Make things unequal!
Create excitement!
Create an experience!
Create a positive atmosphere!

103. Involve the Senses
What can you do?
• Get your products out so people can play
• Out of boxes (and away from bar codes)
• Active demos (lights on, pick it up, fiddle)
• Let customers See + Hear + Touch products
Create Excitement!
Always remember less is more!

104. Involve the Senses
Interactive
Demo
• Arm
• Disarm
• Trunk (acc)
• Start Interrupt
• Start
• Shock/Alarm

105. Involve the Senses
Interactive
Demo
• Factory Speakers
• Add Amp
• Upgraded Speakers
• Add Amp
• Add Bass
• Demo

106. Retail Environment
Build TRUST Involve the
Senses
My BRAND First Three Senses.
Keep
Happy & Safe Emotions
Up!

107. Retail Environment
Build TRUST Involve the
Senses
My BRAND First Educate
for FREE
Happy & Safe

108. Educate for FREE
Customers are thirsty for knowledge
Do not want to feel like a fool during the
learning process
Technology is moving fast, hard to keep
up with

109. Educate for FREE
A learning customer
is a happy customer.

110. Educate for FREE
Best in the World?

111. Educate for FREE
These guys…

112. Educate for FREE
How can you
be the BEST?

113. Educate for FREE
Signage:
• Vibrant
• Simple Text
• Benefits

114. Educate for FREE
Signage:
• Vibrant
• Simple Text
• Benefits

115. Educate for FREE
Signage:
• Vibrant
• Simple Text
• Benefits

116. Educate for FREE

117. Educate for FREE

118. Educate for FREE

119. Educate for FREE
Category Signage: Benefits
Keeps Customers from Getting Lost
Allows Customers to Self Direct
Tips you off to what customer
is looking for.

120. Educate for FREE

121. Educate for FREE
Allow 3
linear feet
per category

122. Educate for FREE
Business Owners want 3 things…
1. Make more Money
2. Work less
3. Get team to run business for them
Business is SYSTEMS dependent,
NOT people dependent.

123. Educate for FREE
Business is SYSTEMS dependent,
NOT people dependent.
Best Example of this?

124. Educate for FREE
One of the most successful
businesses in the world… WHY?
Run by our
Children!
Business is SYSTEMS dependent,
NOT people dependent.

125. Educate for FREE
First system and
most basic system in retail?

126. Educate for FREE
Even the most junior salesperson
can be successful.

127. Price Tag Concept
LOGO Model Value
Feature
Cost Code
Min. Sell $ Benefit
Icons

128. Price Tag Concept
Free Service: PRICEWORX
http://priceworx.avidworx.com/

129. Price Tag Concept
http://priceworx.avidworx.com/

130. Educate for FREE
• Involve the senses (product out for play)
• Signage
• Vibrant graphics (emotionally appealing)
• Simple text and tag lines
• Category signage
• Informative product tags (benefits features)
3 Linear feet per section.

131. Retail Environment
Build TRUST Involve the
Senses
My BRAND First Educate
for FREE
Happy & Safe EASY Strategy

132. Information Hierarchy
Good Design = Follow the Rules

133. Information Hierarchy
The Apple approach

134. Information Hierarchy
Designed for you to take in specific
information from 30 feet away

135. Information Hierarchy
30 feet / 10 metres

136. Information Hierarchy
20 feet / 6 metres

137. Information Hierarchy
10 feet / 3 metres

138. Information Hierarchy
2 feet / 60 cm

139. Information Hierarchy
1 foot / 30 cm

140. Information Hierarchy
0 Feet / 0 cm

141. Information Hierarchy
Designed Experience for Sell-through

142. Retail Environment
Build TRUST Involve the
Senses
My BRAND First Educate
for FREE
Happy & Safe EASY Strategy
WIN the game!

143. Information Hierarchy
What is the
EXPERIENCE
like?
What do you see from 30ft, 20ft, 10ft, 5ft, 2ft?

144. Where to start?
??????????????

145. Paint, Flooring, Lighting
Easy as 1-2-3

146. Paint, Flooring, Lighting
1. Pick a color
theme
2. Move everything
into the install bay
3.
Paint, Flooring, Lighti
ng

147. Trust
Out with the Old! In with the New!
Which store do you think should
demand more MONEY?

148. Now What?
Can you afford it?
?
If you feel you cannot
afford it, then I have
done my job.
What do you think it would cost you to renovate
your store?

149. Solution
How much?
Starting at
$32 /month
How many remote
starts do you need to
sell each month to
make $32 in gross
margin?

150. Top 3 Industry Problems
• Foot traffic is down Starting at
• Internet price shopping
• Eroding margins $32 /month

151. Marcel Newell
FixYour Store!

152. Course Description Review:
• We now understand what customers are
looking for.
• Having showcases/displays where customers
can touch products will increase closing
percentage and customer satisfaction.
• Store Branding is everything in your store!
• I know now know how to enhance my store’s
appearance in a very cost-effective way.

153. Time to
FixYour Store!

154. Questions?
Business Essentials:
Retail Environment
Presented by Marcel Newell / Jody Culbertson

155. Please Remember to Thank our
Owner Manager Track Sponsors: