How to revive a tired, worn-out, old store

IfIrHAT'S the flrst thing a small, traditional retailer UY should do when a large warehouse store invades his neighborhood?

"Clean up the place," advises Robert P. Potts, a Dallas, Tx., consultant specializing in the planning and merchandising of retail stores. "Make everything look great, beginning at the parking lot with new blacktop or asphalt and fresh lines. Stores are like people, they're more attractive propedy attirpd."

Is all metal gleaming 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 fresh or tired and disarranged? Are the employees well groomed, wearing a company apron, jacket or smock?

Story at a Glance

What to do when a large warehouse chain moves into town inexpensive ways make a small location look larger and more attractive ... merchandising that appeals to customers.

Ask yourself, "Why should a customer shop in my store?" Pous suggests. Is it clean with a pleasant decor? Is it comfortable with proper air conditioning and heating, fresh air, arple light, clear aisles, easy to reach, clean, dust free merchandise? Is the signage fresh, aftractive, readable and infonnative? Is the merchandising creative? Are addon sales, projects and impulse purchases fostered with vignett€s, displays and feaurre ends?

As part of the parking lot refurbishing, he recommends getting rid of stray w@ds, rimming bushes and trees and filling gaps in the landscaping. When this is complete, he advises that you stand in front of the store, concentrate on what you see and ask yourself some questions.

What do all those signs do for the customer? Do they explain who, what and why or do they just clutter the enhance? Is the paint fading, dirty or peeling? Does the front glass sparkle or can you barely see through it? Does the entrance invite or repel? Will customers want to enter or will they pass you by to go to the competition? A custometr's impression of a retailer accounts for 70Vo to 80Eo of the volume, Potts maintains.

Continue your exarnination on the other side of the front door. [s the floor clean and uncluttered with all merchandise displayed on fixfireq not stacked in front of them, to make the aisles look wider? Does the lighting eliminate dim corners to make the interior glow or are lights missing or burned out? t)o the walls appear o be closing in or are they painted a bnight color that visually expands the interior of the store? Is the sales counter clean with no clutter?

Up to this point, 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 warehouse tlpe fixturing annoys many people by making them feel claustrophobic and inadequate to reach merchandise. In the lumber area, it's a different story. Money spent for cantilever racks is a good investment in efficiency.

When the store is looking its best, Potts suggests taking a look at merchandising practices. Are hanging blister packs used to utilize space? fue 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 detennine 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 lcrow what they are selling as well as what the customer needs and use advertising to let the customer know about both the merchandise and good service."

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