Harold C. Lloyd - Supermarket Rules!: 52 ways to achieve supermarket success
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Dedication
This book is proudly dedicated tothe memory of Carol L. Christison. All great people have the ability topositively influence everyone they meet. Carol was just such a person. Shechallenged me to deliver a meaningful message each year for twenty consecutiveyears at her industry-renowned convention for the InternationalDairy-Deli-Bakery Association. I was honored each year to receive Carols phonecall inviting me back to join a speaking roster that included US Presidents,notable chefs, top comedians, world leaders, and famous athletes. She demandedprecision and excellence in a way that motivated everyone. I am convinced thatthrough my twenty years of professional association with Carol I grew waybeyond my innate potential.
I will always love and be gratefulto my mentor and friend, Carol L. Christison.
Tableof Contents
PART ONE:MERCHANDISING
PART TWO: OPERATIONS
PART THREE:MANAGEMENT
Introduction
This book contains the fifty-twomost relevant rules anyone fortunate enough to be in the supermarket retailbusiness should know. Utilizing these rules will generate more sales, reduceshrink, and most importantly, help build the store team of your dreams.
Developed from on the floorexperience and through full access to some of the best retailers in the world,these rules range from very basic all the way to never would have thought ofthat. The bottom line: they all have been time-tested and proven effective. Ihope they stimulate much thought and motivate you to grow your business, yourpeople, and yourself.
Make a great firstimpression.
Theres no second chance to makea first impression.
Outside your storeyourparking lot, lights, landscaping, and outdoor sales areais wherecustomers form their very first impression.
Make those areas the best they canbe. Keep the lot clean, the paint fresh, the lights bright, and the shrubberymulched. Thats the minimum.
Use your outdoor space toreinforce your strategic points of difference. If its competitive prices,install an impressive marquee with a changeable message board to convey yourpositive price image. Walgreens relies heavily on this effective marketingtool. If your store focuses on fresh, reflect that outside. Complete yourlush landscaping earlier than the competition and maintain it better.
Your sale space outside your frontdoor also contributes to the first impression. Restrict the number of differentitems for sale to six or less for the greatest impact. Make a bold statementwith big piles or pallets of product and large signs or a banner. And letcustomers know how to pay for the products that are outside the store.
Keep outdoor signage to a minimum,and always keep it positive. Use friendly phrases like Thank you for...and Please do not....
Draw customers inside the store byfocusing on the outside first!
Manage your presto area.
Whats the presto area? Its thetwenty-foot arc radiating into your store from the front doorbasically,the first few steps into your store.
Why is it called the prestoarea? You have the chance to make magic here. Surprise customers, wow them,make their eyes open wide as they enter your store.
How do you do this? In the prestoarea, have one focal display that supports one of your key strategic points ofdifference.
* If being the freshest is oneof your points of difference, a huge display of seasonal flowers, just-bakeddoughnuts, or juicy cut watermelons on ice will enhance your image.
* If having the greatest varietyis your trademark, a new item showcase in the presto area will add excitement.
* If your image is based onpromotional excitement, support it with a huge Buy 3 get 1 free display inthe presto area.
Maceys in Utah always impressescustomers in the presto area with its promotionally exciting displays.Mountains of competitively priced Halloween candy or piles of strawberries andall the fixins for scrumptious shortcake instantly grab their customers eyesand imaginations.
Be a supermarket magician! Takeadvantage of your presto area.
Scents impact cents.
The power of the pleasant scent offood is clearly demonstrated in a movie theater. The aroma of fresh-poppedpopcorn overwhelms our common sense, and we spend twenty dollars or more onfifty cents worth of popcorn and a couple of soft drinks.
This works in the supermarket,too. Enhance the shopping experience in your store with the fabulous scents offood. A meat smoker positioned outside the front door introduces a deliciousbarbeque aroma. The smell of freshly brewed coffee stimulates the desire to buya box of K-Cups. No one can resist the smell of just-baked breadyum!
Shop Rite in South Africa puts itscooking station right at the entrance of the store so customers can sample thegreat food that they smell as soon as they walk in.
A recent study showed that thescent of oranges increased customers spend by twenty percent. Wonderful aromascan make customers succumb to unanticipated purchases. Use scents generated inyour store to encourage customers to buy.
And take a cue from the movietheater. Put a popcorn machine by register 1 or the customer service desk, andoffer customers a cup of popcorn as they enter or check out. Youll give them agreat first or last impression.
Raise a glass to longerstore visits.
What do we see in many hotellobbies today? A large, attractive urn of ice-cold water with floating slicesof lemons, limes, or oranges. Offering a cool drink makes their guests feelwelcome and refreshed. Its the same thing you do when a guest comes to yourhome.
Try this same idea in your storeto welcome customers. Informal research has shown that offering customers abeverage early in their shopping experience encourages them to stay longer.Whats great about that? For every extra minute a customer stays in your store,she spends approximately two dollars more.
The Fresh Street Market inVancouver leads off their store with the produce department. In the center ofthe department is a colorfully garnished urn full of water, ice, and fruitslices. Its an inexpensive way to convey freshness and friendliness, andmaximize sales.
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