RECREATING THE WOW EXPERIENCE 32 One of our most frequently asked questions from business owners and general managers planning a new showroom or retail space is, “How can I create a wow shopping experience for my customers?” While the answer to this question is complex, the individual elements that make up the answer are uncomplicated. A Wow presentation is essentially a marriage of the 4 P’s of marketing (product, price, promotion, and placement) and stellar, customer-centric service. On the other hand, we regularly encounter a small contingent of business leaders who do not buy into the hype related to merchandising. To them, merchandise presentation strategy and the look and feel of the retail space are their lowest priorities on a very long to-do list. All of the “esoteric” terms we use to describe the process of planning a store may as well be a different language. Of course, the latter position is counter to my belief that merchandising is an essential part of the marketing plan for any business offering a product or service for sale, in both online and brick-and-mortar spaces. Says who? Says the customer! My data-driven stance is based on decades of consistent research results that prove my point. I was encouraged by a 2021 study conducted by Verde Group, a global customer experience firm, and the University of Pennsylvania’s Baker Retailing Center – a part of the Wharton School of Business. In a survey of 9,400 consumers, responses indicate that retailers can increase shopper repurchase intent by nearly 60% by consistently delivering a great experience. Repurchase intent equals repeat customers, and that is our ultimate goal, right? The experience referenced in the study is exactly what I described in my original statement. When customers return to your dealership again and again, these visits translate into aftermarket sales, appointments in the service department, and unit sales when the customer is ready to replace their current boat or RV. We all know that customers tend to talk about very good and very bad experiences, so delivering great experiences also creates that coveted word-of-mouth buzz that brings additional traffic to your business. When researchers unpacked the responses to the survey, it was no surprise that the number one driver of the wow or great experience is service. Great service is what “consistently surprised and delighted” the respondents. The report shares the following details, “Great service can be as heroic as a sales associate going above and beyond to help a customer find just the right item, or as mundane as a clean, well-organized store.” Verde Group CEO, Paula Courtney, summarized this by saying, “Whether you’re a specialty retailer or a big box or category killer or a mass merchandiser, whatever your value proposition is, the essence of that value proposition and delivering on it seemed to be the No. 1 thing that defined greatness and ‘wow’ for consumers.” In my visits to marine and RV dealerships across the country, I regularly see examples of great customer service including policies where customers are greeted promptly, free Wi-Fi, crisp, professional showrooms with comfortable waiting areas, gourmet coffee for the two-legged customers, and treats for the four-legged variety. The Farm RV Resort in London, KY takes the customer experience to a new level with concrete pads with picnic tables, a fire pit, an onsite swimming pool, a basketball court, pickleball courts, a dog park, cornhole game, a catch and release fishing pond, and much more! The upscale rustic main building, which was partially designed by the owners, features a snack bar with carefully curated snacks and fast food. In the words of owner, Neal Deaton, “If the food doesn’t taste good, why bother.” The owners reviewed and approved every customer-facing detail including the shelving with rustic accents and the magnificent wood-tiled ceiling. I cannot wait to check in with this team to hear about campers’ responses to their vision. Some of the highest-ranked customer “wows” are: • Fast, free shipping • Easy returns • Problem-free shopping • Well-stocked inventory • A great app or website for online shopping • Attention to detail in packaging The traditional 4 P’s of marketing – product, price, promotion, and placement bear a strong resemblance to the elements within standard operating procedures for a merchandising strategy. When omnidirectional marketing is practiced properly, the marketing and merchandising plans are complementary. There are best practices – laws – related to the display of merchandise in a retail store, but we also recognize regional differences and personal preferences as suitable reasons for certain actions. The key is that the most successful retailers master the basics before heading into deeper waters. The basics include adequate shelving, thoughtfully selected merchandise that serves the needs and wants of shoppers, strategic placement of categories (departments), and a competitive price structure that allows the retailer to meet its operating requirements. Despite all of the elements that go into presentation, the merchandise is always the star of the show and can drive store choice and enhance (or ruin) your image in the eyes of the customer. The specific product mix at individual stores should reflect the demographics of the target customer base and complement the selection of vessels offered for sale. Many traditional retail strategies are also still relevant. For example, we know that shoppers tend to move in a counter-clockwise direction through the retail space, so decisions regarding placement of categories and displays should be made with the goal to draw traffic through the store. Yes – the bread and milk (routinely purchased categories) still belong at the back of the store! The idea is that consumers will walk past convenience, destination and occasional/ seasonal categories, and will be more likely to make unplanned purchases. Once the shopper is moving along our preferred path within the store, the mission is to get them to place items in the shopping cart. This is where product/shelf placement comes in. We know that the typical shopper gives the most attention to the portion of the shelving located from belt to eye level. This is premium real estate, and should be assigned to high demand, good profit products. Less preferred and larger sized items should be displayed higher or lower. Time and time again, research completed by the Point-of-Purchase Advertising Institute (POPAI) shows that more than half of all purchase decisions are made in-store, so a bit of strategy will help maximize this trend. Point-of-Purchase (P.O.P.) materials are an important element in executing a successful in-store marketing plan. Signage, banners, literature, shelf talkers and other colorful material attract the shopper’s attention by “cutting through the clutter” and providing a message on which to focus. Studies show that people are attracted to signs, and are more likely to purchase a “signed” product, even if it is not on sale! Light, motion and sound are extremely effective in drawing the eye, so video players and digital signage can be very helpful in getting the shopper to slow down, and linger within the space. According to David Bell, a marketing professor at the Wharton School of the University of Pennsylvania, “The more time they (shoppers) spend in a store on average, the more things they’re going to buy… they’re going to be stimulated by promotions and things in the environment.” Freestanding displays are also a great way to promote products, especially large and highticket items that are typically not stocked or displayed on shelving units. The number of displays used should be proportionate to the size of the store, or this strategy will backfire. For example, 10 floor displays would likely clutter a small store, but a single display would get lost in a large space. Floor displays should be placed against a wall, or in an area where there is a minimum of 3 feet to walk around the unit. The most memorable stores tend to combine best practices in retail, with a little personal flavor. These retailers are clean, organized, and well-stocked, but also include elements that allow the customer to connect with the space. The Apple Store and Bass Pro Shop are masters at this, but I’ve also seen this done at small mom-and-pop stores that offer unique products, services or manners of presentation. Southern RV in McDonough, GA is a great example of this. This dealership uses a travel theme throughout the facility. They created a unique feature wall using vehicle license plates from all over the United States and lined their walls with posters featuring various national parks. Even the signs on the restrooms are shaped like the USA. Delivering a WOW experience, both in-store and online, is the key to retaining existing customers and attracting new business in a competitive marketplace. All efforts made toward this goal will yield positive results with incremental sales and profitability. — Val Byrd, Merchandising Manager
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