FLOOR ED
Attracting and Keeping the Holy Grail: Your Customers You know exactly how much money you have to take in to break-even and you undoubtedly want to surpass that amount to grow and prosper. Enter: the elusive customer. Goal: increase foot traffic.The vast majority of flooring, no matter how you look at it, is a commodity. Since you can’t change that, the trick is for you to stand out. There is a multitude of ways to give your store a higher profile, but let’s look at a few statistics first.
Susan Lorek Susan Lorek, owner of On-Demand Marketing grew up in Germany and then proceeded to move countries several times to finally end up in Atlanta, Georgia. She worked in corporate America for many years — including at Witex, Amtico and Robina Floors – before starting her own marketing consulting business. Odm-online.com
● 86% of consumers are willing to pay more for a product if they have a more pleasant buying experience. (American Express) ● Happy customers tell nine people about their experiences with a company. (American Express) ● For every customer who complains, there are 26 who don’t say anything and just leave. (Lee Resources International) ● The probability of selling to a new customer is 5–20%, the probability of selling to an existing customer is 70–80%. (Marketing Metrics) None of these statements are huge revelations. We are consumers as well and have experienced good and bad service. But taken together, they hint at what we can do to maximize results for our small business. Task 1: Analyze your store and selling pattern. Which SKUs sell the best? Organize the showroom accordingly. Look at your floor plan and see if there is a way to de-clutter it. Do you really need twelve kinds of hardwood and nine of laminate flooring? Can you widen the aisles? Also check your lighting. Do you want to highlight a product? Do you want to create a certain mood (elegance, tranquility, energy)? Choose the correct brightness. Is the sales floor in good shape? After all, that’s what you are selling and it should be gleaming and dust-free. Many manufacturers have show floor programs that allow you to showcase your products and your store interior at a reasonable cost. If you have some room to spare, build a vignette. Maybe a comfortable chair with a throw, placed on one of your best-selling SKUs. It’s difficult to imagine a whole room when all you look at is a plank.
Which SKUs sell the best? Organize the showroom accordingly. Look at your floor plan and see if there is a way to de-clutter it. 36 Premier Flooring Retailer | Q4 2018