How to revive atired store

IfIEIAT'S the first thing a small, traditional retailer UlU OoutO do whe,n a trge wadouse stse invades his neigbbortood?

'Clem up 6e plac," advises Robert P. Pous, a Dallas,

Ti., cmsultant specializing in tbe flming ud mercbandising of eail stfr€s. 'Make everything lo* grcat beginning at 6e pating lot with new blaclcq a aspbalt and ftesh lines. Stores ae like peqle, tby're rntxe attractive propedy anfu€d-"

As p6t of the parting lot rcfubishing, he rrends gening rid of stray weeds, trinning bush€s and trees and filling g@s in 6e landsrying. Wb€a rrs is cmpbte, he dvises 6at pu stand in ft,ont of tE stfre oqrcentrate on uftat yor se md ash yourself sme grstbns.

What do dl tbose signs do fc the olsmer? Do they exphin who, what and why or do they just clutter the €ntcnce? Is the paint feding, dirty a peeling? Does the ftont glass spa*le <r cm yqt bcely see thugb it? Does tb entrmce invib q rcpel? Will custflners want to enEr a will they pss ym by b go b the oorycitio? A qrstmer's impression of a rerailer mmts ft 7O% to 80% of the volume, Fous maintains.

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Story at a Glance

What to do when a largc warehouse chaln npws lilo town ... Inerpenshn ways make a gmll locatbn loolr hrger and morr attractire merchandlsing thd ap@sto cusilonrns.

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For lcchnlcol lnformorlon Coll r-800-rEc-wooD door. Is the floor clean and uncluttered with all merchandise displayed on ftxtures, not stacked in ftont of theur, to make the aisles look wider? Does the lighting eliminate dim corners to make the interior glow or are lighs rrissing or burned out? h the walls appear to be closing in or re they painted a bnight color that visually expands the interior of the store? [s the sales comter clean with no clufier? Is all metal gleaning and are all painted surfaces shiny and fresh? Do dusty, dirty point of purchase displays and promotional signs block the view of the merchandise and fixtures? Does merchandise appear new and ftesh or tired and disarranged? Are the employees well groomed, wearing a company apron, jacket or smock?

Ask yourself, "Why should a customer shop in rry store?" Potts suggests. Is it clean with a pleasant decor? Is it comforCable with proper air conditioning and heating, fresh air, ample light, clear aisles, easy to reach, clean, dust free merchandise? Is the signage fresh, afiractive, readable and infonnative? Is the merchandising oeative? Are addon sales, projects and impulse purchases fostered with vigneftes, displays and feanre ends?

Up to this polnt, a dealer should be able to improve the appearance of his store with little or no expenditure of cash, Potts says. Replacing fixtures is optional. New racks and displays can update a store, but are not essential. A small store should use low fixtures which allow sales people and customers to see each other. Tall wafehouse t)?e fixturing annoys many people by making them feel claustrophobic and inadequate to reach merchandise. In the lumber area, it's a different s0ory. Money spent for cantilever racks is a good invesment in efficiency.

When the store is looking its best, Pous suggests taking a look at merchandising practices. Are hanging blister packs used to utilize space? Are there bulk displays to appeal to customers who want to buy exactly what they need? Are profile and measurement charts being used at point of purchase and the cash register to deterrnine the SKU number and the price of bulk merchandise such as screws or bolts? Is the store selling consumable merchandise at a bargain price as a loss leader?

Potts' final recommendation for keeping up with the competition is "have an adequate number of employees who know what they are selling as well as what the customer needs and use advertising to let the customer lnow about both the merchandise and good service."