How-to use great merchandising to make the 10/10 rule work for you, not against you!
The 10/10 rule can be discouraging to many shop owners. 10 seconds or 10 feet to capture the imagination of that person who just walked through your doors.
If you read that last sentence closely you caught that I said “imagination”, not just “attention”.
Their attention has already been captured 1000 times before they ever get to your shop. In fact, marketing agencies estimate that we get bombarded 3000 - 20,000 times per day (NY Times) with images trying to grab our attention!
Psychology Today reported on a study finding 62 percent of shoppers bought something to cheer themselves up. We even have a name for it: retail therapy.
So, if we can capture their IMAGINATION quickly, we will get a customer. Let me explain…
Your potential customers may not have a real purpose for coming into your shop. Maybe they’re just strolling down main street your shop looks interesting. (That’s a win, BTW)
But then it happens…
...they step into your store and see a beautiful display of hand towels and soaps, for example. All of a sudden they can see their bathroom with those towels in it. The gorgeous aqua blue color, the waffle texture on the towel, their wheels are turning. Add in the fresh scent of an ocean breeze and a sea shell candle and they are IMAGINING the new experience that their little bathroom will provide. SOLD!
And not just the towels, either. Nope, they grab all of it and leave with a huge smile on their face.
Professional merchandisers know that this doesn’t happen by accident. They know that the process that ended in this result started way before they ever entered your store!
Most of us don’t have a budget for a professional merchandiser so I wanted to give you 10 proven tips to make the 10-second rule work for you, here we go…
1. Windows are your ATTENTION grabber. More people will see your windows than any other part of your store. Your windows should tell the world what your store is all about. Color, great lighting, a big bold statement. Something that will catch people’s eye as they drive by while they’re looking for parking. In the back of their head, they’re saying “I want to check out that store!”.
2. Windows - Part 2. If the big bold statement brought them to your doorstep, a smaller, more detailed display should bring them inside. Not cluttered, but something that is seasonal, creative, or interesting. You’re about to trigger their imagination, this should be related to what they’re about to see.
3. The Hook! This is that big, bold colorful display that you want people to gravitate towards like stink on sh#%, or better, bees to honey. It should be visually similar to your windows but more detailed and tactile. Let them touch it! This display should be placed in the middle of your store and the visual focal point when they walk in. It will pull them deep into your store.
4. The Story. Now, they’re in the middle of your shop and starting to look around. They should be finding other visual destinations from that central point that you just took them to. 3 or 4 interesting places to go check out scattered around the edges of your space. Get them to walk by EVERYTHING by telling them the story of your shop and why it exists.
5. The Offer. It’s time to make them an offer they can’t refuse! If you have salespeople, this is when they should approach the customer. If not, your price tag needs to make the offer. A bundle price, an unexpected discount, a flash sale...something to get them to grab an item and head to the cash register.
6. The Value Add upsell. Your displays should have related items nearby. Let’s say they grab those towels and turn toward the register, right there, they should see a display of matching candles or a bathmat. Something complimentary. Also, your check out person needs to suggest a complimentary item that they may have missed.
7. The Grab and Go. These are the little items near the register that someone can just grab while they’re checking out. Make sure your display is not just a cluttered rack on your counter but clean and inviting. Maybe, in this case, it could be those chrome ball bearing shower hooks. Thought bubble… “Hmmm, I could use a new shower curtain…”
8. The big “Thank you” and smile...along with a coupon for next time.
9. The Exit Dsplay. This final image needs to be very MEMORABLE. A painted graphic over the door, a mascot all dressed up for the season, anything that will burn your shop into their mind as they are leaving.
10. The little Surprise. Drop a little surprise in their bag that they won’t see until they get home later that day. A nice quality thank you card, a coupon, an announcement for “preferred customers” of a special event coming up in your store.
I hope this is helpful in helping you understand the process of capturing the IMAGINATION of your customers, in 10 seconds or less.
One final tip, The MatchBoxx understands that interesting and unique products go a LONG WAY in capturing the imagination of your customers. Use our service to keep your shop fresh and exciting for your customers, new and old.