Some thoughts from Noel Franus. My fave line in the article:
“It should be stated, however, that each of these places, these environments, are much more than spaces…they’re more than just furniture, paint and carpet. They’re marketing tools. Relationship opportunities.”
Some suggestions from Noel:
- Provide a comfortable space. A couch or coffee table is the first step you can take in shifting the mood from annoyed to relaxed. (Relaxed customers usually shell out more money than annoyed ones.) Investment: $2,000 (furniture).
- Do you have any coffee? A little java goes a long way toward making customers feel like valued guests. Get a decent coffeemaker and good beans. Or outsource the opportunity to a local brandofcoffeebucks that people know and enjoy. Investment: $1,000 per year (coffeemaker and supply).
- Dish up the fishwrap. For less than a buck a day, you can give them something to read or watch while they pass the time. Newspapers and magazines can keep those rambunctious customers under control. Investment: $100 per year (daily news and magazines).
- Nothing but net. Most people are missing out on work while they’re in the store. Give them wi-fi, give them access to information, give them back their productivity, give them back their time. Investment: $700 per year (wireless router and high-speed Internet).
Hat Tip: Jake McKee.