Stores With Soul

How do you know if your store has great energy? The most obvious way is that people come in, smile, and say "I just love this place, it feels so good to be in here!" Do you ever hear that? If not, it's time to figure out how to get that energy into your store. This column will focus on some project-oriented activities to help your store develop its own soul. Visual merchandising isn't just about creating lively displays. It encompasses everything a customer sees, smells, feels, tastes, and hears when they walk into your store. All the senses have to work in concert to make your store an attractive retail atmosphere. For instance, imagine walking into a beautiful store and being distracted by a lingering odor or the hum of a radio playing static. That's not the kind of place you'll want to stay and shop.

But believe it or not, there's even more to creating an inviting retail environment than getting those sensory elements right. Your store needs to develop a soul, so customers will feel at home shopping there. When people come into a store with a soul, they relax into the space with a contented "ahhh." It satisfies their sixth sense. They make eye contact with owners and sales staff because they can feel the comfortable ambience, and it makes them want to connect.

To begin with, a store has to have a clean, clear atmosphere. One quick and easy way to clear the air (especially in the warm summer months) is to open all available windows and doors, on the selling floor as well as in the stock area. Use fans to help move air through the store. It may seem like a small thing, but a little circulation goes a long way — it will enhance the mood of your customers, your staff, and yourself.

To help freshen the air, mix some cedar shavings (available at a most pet stores) and some dry, leafy sage in a small frying pan. Before you open in the morning, light the mixture on fire and then blow out the flame, allowing it to smolder. Holding the smoking frying pan, walk through your store, including corners, closets, and basements, so that the fresh scent will permeate every square foot of your space, replacing old, stagnant energy.

Another way to add to the positive energy of your store is to play your favorite music. This will inspire a lively, relaxed atmosphere, and you can even encourage people to dance, so long as it doesn't get in the way of business. Think about it: Everyone feels better when they're dancing in the aisles!

For a quick and easy way to give your store a little more soul, have a calligrapher print the store's name in beautiful letters, or take a great photograph of the store and frame it in a lovely frame. Hang the artwork behind your cash wrap desk as a way to show pride in your business.

The soul of your store greatly depends on the attitude and energy of you and your staff. If things seem a little dead in terms of sales, compliments, and excitement, it's time to get activated. No matter how non-creative a person claims to be, everyone has ideas about display. So, have a display competition. Give each person a section of the store, and have them dress it up with a fabulous display or remerchandise it to look exciting.

Choose the winner by secret ballot. Offer the winner a special prize such as a gift certificate, a dinner for two, a day off, his/her name up on a board behind the cash desk, a greater discount on purchases for one day, or a special prize item from your store. You can be creative with the reward.

I can already hear the protests: They would never do this! Everyone would just vote for themselves! There will be bad feelings if we do this! We have a control freak who insists on doing all the displays; she'd go crazy!

Yes, those are all valid concerns, and each store owner will have to deal with them in her own way. But if the competition is approached as a fun project to get some energy into the store and generate sales — if it's perceived as fun, not work — perhaps you can get your staff to enjoy themselves and really go to town with their displays. Who knows, you might even find some hidden gems among your staff.

This contest can be repeated every other month. You can also add a seasonal trim competition. Each person gets to suggest the best trim for the upcoming holiday (within a budget, of course). Vote on the best suggestions. These are great ways to get everyone involved in the store. Your staff gets a chance to put in their "two cents worth" (or more), and have fun at the same time.

In case you've forgotten, I'll remind you of the easiest way of all to liven up a tired staff: Have a party! It doesn't matter if you've been in business one year or 50, a party is a great way to re-energize your store and revitalize the mood of your staff members. The party can be a Spring Fling or a Summer Solstice Bash — anything for the appropriate season. Offer soda, wine, veggies, and cheese, and invite your favorite customers or the community in general. Play great music and, most importantly, have fun!

Last but not least, clean up all the clutter. Make sure your window and interior displays are fresh and fun to welcome in all the new and old customers. If you didn't do a spring cleaning, do a summer one! Throw out everything you've been saving that you "might use someday." If that day hasn't come, chances are it probably won't, and the extra space will offer new business opportunities. In addition, the open spaces will help reinvigorate the energy of your store.

Any combination of these ideas will recharge your store's energy, and that can be as powerful as a great advertisement. But whatever you do, make sure you keep in mind the effect it has on your store's soul.