Jeff Grant Retail Notes

ADA Compliance in your Retail Store, Why Bother?

Every day of the week I talk to clients who are building new stores or remodeling old ones.
Every day I have a discussion with those clients about the Federal, State and City ADA rules for handicapped access.
Every day I get looks of disbelief.

The common responses:
Those rules don't apply in this town.
Our space is too small for that.
I don't have any handicapped customers
I don't have any handicapped employees.
We are in compliance, (I think?)
I've been here 20 years without a problem. Why change now?
The landlords are responsible.
The list goes on. Of course my job is not to beat customers over the head with ADA rules and regulations.
We're all adults. I tell you what the rules are and you ignore them if you like.

If the City won't issue a permit or a give you a final notice of occupancy or you get sued by a customer for failing to provide access, I did my job by bringing the matter to your attention and you made a choice to ignore that advise. I'm not one to go, " Na na I told you so". (maybe sometimes).

However, there are really two issues here. The first is what do the Feds require? The second is why do they require them?

The "what" in a retail environment  is typically access for the handicapped to the front door, bathrooms, dressing rooms and the sales counter.

The "why" is because sitting in a wheelchair and trying to navigate a normal life is already very difficult. Curbs, stairs, too small bathrooms and dressing rooms and awkward or limited access to a front counter makes life even tougher. Our government with the help of handicapped advocates has developed rules to make ADA access reasonably easy for all parties involved. To that end they have developed a series of carrot and stick rules for retailers. Comply and you won't be sued or fined. Don't comply and both may occur.

In this post I'm not going to go through every ADA rule for your retail store. I'm simply going to say that compliance is a lot easier to accept than the penalties.

Beyond that, it's the right thing to do.

If you need some help with the basic rules give me a call and I'll review them with you, "on the house".

Jeff

Retail Design and its Influences

When setting up a retail store or boutique, you need to think beyond "where everything will fit".  The merchandising of your stores products will have a significant influence on what your customers will buy.  If everyone who entered your store found exactly what they came for, bought it, and left, your sales woulld suffer. It's up to you to entice people to shop longer and buy more than what they originally came for.  

Here's a few ways to do that:

1) Make sure that basics are at the rear of the store.  If a customer is shopping for jeans, a black t-shirt, or some other common wardrobe essential, you will want to lure them deeper into the store by moving these items to the back.  Try to ensure that they will pass many other enticing items as they make their way back to the basics.

2) Arrange your other brands with this concept in mind.  If your boutique features a popular name brand of shoes, then customers should have to weave through all the other shoe displays to get to them.  If you have aisles, put the most popular name brands in the center of the aisles.  You don't want customers to easily avoid your other products by grabbing what they need from the end of the aisle.

3) Surround or pair items that you know to be basics with other items that you want to promote.  If you know that people are coming in for that new style of jeans, then you should create interesting displays coordinating those jeans with other items.  Mannequin displays are perfect for this.  Dress the mannequin in a top that goes well with the jeans, and then load it up with accessories, like purses, sunglasses, hats, shoes and jewelry.  

4) Don't make your lighting layout too bright or too dim. The same goes with your music selections. Obtrusive lights or music does not encourage your customer to relax and shop. Do utilize a few tricks to keep your customers in the store. For instance  displaying samples is a good way to make sure that people spend time on your cosmetics aisles. You can even use scented air filters, incense, candles and air fresheners to induce relaxation.

5) Make sure that your shoppers are comfortable and that everything is easy to access.  Don't crowd your displays.  Clothing racks, garment racks, shelves and other displays should not be placed close together.  No one wants to be looking through a clothing rack for their size and be backed up to another customer.  Narrow aisles discourage people from browsing and taking the time to find the items that they're interested in.  Sometimes less is more.

One final suggestion. Have some friends shop your store and ask there opionon of it's “shopability”. Was it easy to find things? Did they get bored quickly? Was the merchandise fun, intesting, compelling, priced right? Was it a great shopping experience? If not, make changes and if you're not sure how, get some expert help.

 

Progressive Grocery Shelving

Recently I was asked to provide my thoughts on the future of supermarket shelving for  for Progressive Grocer Magazine. A topic I'm very familiar with as both a designer and the head food shopper in my household. Here are my thoughts:

Who are some of your supermarket customers?
My client’s are not large supermarkets. We tend to develop relationships with smaller food purveyors in more of a boutique format. Over the years these have included wine shops, convenience stores, candy shops, corner markets and health food shops. Budgets are typically tight, shelving is important but no less critical then the other design elements including lighting, traffic patterns, graphics and overall merchandising.

What do you consider the most significant recent innovations in supermarket shelving systems and what do you see as the future of supermarket shelving systems?
Shelving design changes at a snails pace and many of the designs I see today were being used by my Grandfather and my father years ago. It’s simply the past becoming the future. That being said it’s technology that will be the current litmus test for shelving. Customers are rapidly becoming more conscious of just what they are putting in their stomach. Nutrional information will be just as
important as price. Innovative ways to cook food will be of interest to prospective shoppers. Information about genetically engineered food will be required by the government The end result will be that the progressive grocer will look for ways to incorporate information technologies in to their shelving systems. Small digital signs, videos, automatic e mailings of information with the scan of a store card, will all trump reading the label on the food can. 

What competitive advantages are achieved by cutting edge shelving systems?
The technology issues when combined with great product, competitive prices, excellent service and great store design will provide both large and small merchants with an advantage that will draw customers and increase loyalty. Those that don’t embrace at least some elements of that technology will fall behind. Certainly some of the boutique operations can retain a “General Store” vibe that will be appreciated by some, however, for the large scale grocer they won’t have that option.

 

 

 

 

 

 

 

                             

 

 

 

 

What are your most popular supermarket shelving systems and how do you account for this popularity?

Current shelving trends seem to be following one of two formats. Either the use of standard steel shelves with pegboard backs or wooden shelving units with traditional theming details including crown molding, built in lighting and specialty detailing. In many stores the two types of shelving units are being combined based on the product being sold and the overall theming of the store. The standard steel units are popular because they work well and are very inexpensive.

We live in a digital world. We can shop from home and have our groceries delivered. Wood shelving displays are becoming more popular because customers want to feel comfortable in their shopping experience. Why buy coffee for twice as much at Starbucks then what we can pay at the local gas station. To some degree, because of the decor. Wood detailing, great graphics, warm colors, all tend to enhance the shoppers experience.

 

CAN JC PENNY REBOUND?

 

It’s been interesting to watch JC Penny reinvent themselves over the last few weeks. The parallels to Target’s campaign seem somewhat obvious, but who’s better to emulate. Target’s done a great job of elevating itself from the Kay Mart category to its own uniques IKEAesque high design-low price,  chic-cheap shopping mecca.

Will JC Penny be as successful? Can a 100 year old plus national brand that’s lost its way reacquire both it’s old customer base and  a new one?
I hope so. I’m an old customer but not a loyal one. As the merchandise has become less then fashionable, the prices non-competitive , the customer service mediocre, the store design less then compelling, the brand has  declined and so has my interest.

Over the last few years I’ve not taken myself or my family shopping at JCP more then a couple of times a year and then just to look for ready to buy window drapes. Of late, for many shoppers, the choices seem to be either Target or Nordstoms depending on their needs and the budget for shopping that month. Both trade in designer merchandise. The primary difference is price and decor (and service). But for those who can’t afford Nordies, Target has become a great option.

In JC Penney’s 1100 stores the new changes will include 12 big sales a year each one lasting a month with the best pricing on the first and third Fridays of the month (typical paydays for most people).

The stores decor will include racks that are a little more spread out, easy to read signage with rounded prices and themed merchandising. (Hoidays, etc). JCP looks like they are paying attention to what their customers are looking for and are trying to make the overall customer experience significantly more positive.

What can the typical merchant learn from the process?
1) Don’t let your brand or your store get creaky. Keep the logo, the store and the merchandise alive, fresh, exciting and current.

2) Stay on top of the industry. What’s new, who’s successful, how are they getting there? What can you do to compete or better yet, lead.

3) Analyze your stores displays, advertising, web site, in short the message you’re sending to your customers. If it’s less then enticing, change it. If you don’t know how, look for help.  Just don’t sit still. 

Keep an eye on JCP. With luck they will reimerge as a great place to shop.

JG

Providing Exceptional Customer Service

 

 








I just received this press release and thought that Mr. Shapiro's comments were 
right on the money. We all need to be more aware of shopping trends if we plan to 
remain competitive as retailers. 

Take a look at what he has to say...JG



Providing exceptional customer service has long been seen as a competitive 
advantage. Social media, mobile technologies and altering demographics present 
businesses of every size with tremendous opportunities.

Richard Shapiro (www.richardrshapiro.com) is the Founder and President of The 
Center For Client Retention (www.tcfcr.com) and author of the forthcoming book, 
"The Welcomer Edge: Unlocking the Secrets to Repeat Business." (Feb 2012).  

"All of these changes actually underscore the importance of getting back to the 
basics of treating customers as individuals with unique needs. When a customer 
feels that his/her business is welcomed, appreciated and valued, the result will 
be repeat business," says Shapiro.

In 2012, smart, forward-looking companies will be viewing customer service in 
new ways.  They will be reengineering their thinking to reshape the customer 
service paradigm to take advantage of the significant modifications in 
technology, social media and ever-shifting demographics. 

Shapiro's 7 Customer Service Trends to watch and leverage in 2012:

1.    Engaging the Whole Family: Many young family members have become equally or 
even more knowledgeable than their parents about what products are available in 
the marketplace, because children as young as three and four are using 
computers, tablets and smart phones. Social networks play an increasingly more 
important role in the product review process.  These changes will necessitate 
businesses to engage the entire family on multiple platforms to ensure that 
children, as well as parents, feel welcomed and that their opinions are valued. 

2.    Bringing Eco into Daily Dialog: While companies have been focusing on 
eco-friendly products for a number of years, a higher percentage of consumers 
will be looking to shop at businesses that understand the importance of being 
"green", and have products and services to match. Companies that provide 
comprehensive environmental education to their front-line associates, to ensure 
that the company's ecology polices are incorporated into daily dialog with 
consumers of all ages, will be rewarded with increased sales and loyalty.

3.    Being Social: Social Media allows customers to be the voice of service 

delivery and amplifies their message exponentially. Via social media postings on 
Facebook, Twitter, blogs, etc., customers will continue to be more and more 
vocal about service and products. Companies that understand, engage and monitor 
this activity will thrive.

4.    Influencing the Social Masses: Key Influencers on Social Media will be 

targeted in even greater numbers by brands to introduce (and endorse) products 
and services to their communities. It will become increasingly important for 
businesses to be transparent in these efforts.


5.    Offering More Language Options: With one in four births being of Latino 
origin, significantly more companies will begin to offer toll free numbers, 
bi-lingual representatives, websites, instructions, directions, etc., in both 
Spanish and English.  Even though the majority of Latinos living in the U.S. 
speak English, they feel more welcomed when the company offers them a language 
choice.  

6.    Opting Out Options: Companies who elect to use mobile technology to interact 
with consumers by offering them real-time, geo-location based discounts, 
coupons, etc. will offer instant opt-out options and address privacy issues or 
customers will not allow them to continue to interrupt their daily activities.

7.    Checking Out: Self-service checkout counters will continue to increase, but 
companies should understand that frequently the front-line associates located at 
the checkout counters may be the only human contact opportunity they have with 
the consumer. Many astute retail businesses will turn the checkout counter into 
a welcome station and the entire checkout experience will be transformed from a 
robotic factory line encounter into one that makes customers feel that they are 
being treated as people.

It's often said that "the more things change, the more they stay the same." 
Things are changing faster than ever. Successful companies will ensure that no 
matter "what's new", they don't forget the old fashioned ways of making 
customers feel welcomed, appreciated and valued at every human touch point. 
  

 

A ‘Hands On’ Way to Curb Shoplifting

Written by Jeff Grant, September 10, 2011
I stopped by a local surf shop the other day and chatted with the owner about his experiences with shoplifters. Glenn Paculba has owned Star Surfing Company in Pacific Beach, California, for more than 20 years. He had just remodeled the shop and moved the counter from about 10 feet in to right next to the front door. A customer asked if he had done it to help thwart shoplifters. Not really, Glenn told me.

“In my experience, most shoplifters could care less where the checkout counter is,” he said. “They hide the merchandise they lift, then typically just walk past the checkout clerk and out of the store.”

Glenn told me he recently noticed two non-surf types browsing his store. They came in together, split up and moved through the shop. Glenn said he simply walked up to each one, asked if they needed any help, then touched each of them on the shoulder.

Both men soon left empty-handed. Glenn told me that once he touches them, they know “the jig is up.” They’re being watched. Sounded like a great “hands on” tip to me.

Are You Hitting the Right Notes with Customers?

Written by Jeff Grant, January 25, 2010



Sometimes I look forward to sitting in my dentist’s chair more than visiting a client’s retail store. Why? It’s the music.

If you’ve ever found yourself nervously eyeing the exit while your kids linger in Abercrombie & Fitch, you know what I mean. The pounding, blaring in-store music is designed to keep the teens shopping–and does so brilliantly. A&F is clearly an example of a retailer who knows its core customer.

My dentist knows his customers, too. That’s why the high-quality speakers in his office emanate the soothing sounds of soft rock, pleasant pop and a huge helping of jazz. I’m at ease as soon as I walk in. The background music helps me feel more comfortable while he’s working on my teeth, and it makes all his patients more at ease, regardless of age.

Industry studies show that the right music keeps customers in stores longer and keeps them in spending mode. You know your customers better than anyone. If a boom box with cassette tapes does the trick, great. But it’s getting easier and more affordable to go digital. Services like Trusonic and DMX will tell you what they think is the best music for your demographic, or will let you choose the type of music that suits your business. They will also show you how to insert your own commercials promoting in-store specials or upcoming sales.

Not sure what kind of tunes your customers like? Ask them. Give them a quick music survey form to complete and drop in a box. (Be sure to get their email addresses so you can notify them of sales and specials.) Then hold a random drawing for a merchandise giveaway. Involve them in the process and listen to your sales grow.
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Hardware Store Owner Has It Nailed

Written by Jeff Grant, January 26, 2010

hardware store sign – shutterstock_333810.JPGYou don’t see too many David vs. Goliath stories these days with a happy ending for David–especially when Home Depot is Goliath.

But I just read a great article in the Los Angles Times about a hardware store owner who did just that. Everyone in retail who’s worried about big-box competition should read it for inspiration (free account registration may be required).

What a story: 101-year-old mom-and-pop hardware store is threatened when Home Depot moves in nearby. It’s a rude awakening for the owner, a real estate guy who helped craft the deal that brought the Depot to town.

But he took stock of the situation and now focuses on carrying items local customers can’t get at HD, insists on attentive customer service and doesn’t worry about price matching on large orders. The store itself was made more appealing to female customers, and inventory and checkout computerized.

The result? Sales are back in the black and a loyal customer base helps the store thrive despite the encroaching Home Depot and Lowe’s.

Articles like this give me great hope that small retailers will be around for a long time. Once again, studying the competition, giving your customers what they really want and adding the personal touch seem to be the keys to success. Remember that the next time your Goliath decides to move in down the street.
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Don’t Let Problems Become Terminal

Written by Jeff Grant, January 29, 2007

Airport – www.triodisplay.comReturning from New York to San Diego recently, I sat in the Jet Blue terminal, waiting for my flight home. Advertised throughout the terminal were free Internet wireless zones. I thought: How cool is this? Free Internet. I can check my e mails, do a little web browsing, get caught up before the flight.

Unfortunately, the connection was so miserable that everyone trying to use it simply gave up. And the seating was so uncomfortable, our rear ends could only sustain the pain for about 10 minutes before we had to change seats. What a waste of a great opportunity for JetBlue: a really inexpensive chance to add value to their brand and create a memorable experience was so easily upset by faulty equipment and cheap seats.

If I were Airport King, I would mandate that all airports provide free web service with cushy seating. They can make their money advertising on the site, and the resultant improved customer experience would greatly alleviate customer service issues when planes are late, kids are crying and food is just barely edible.

My point? Too many retailers get complacent about the little things that make customers come back for more. In your clothing store, it might be the floor-to-ceiling wardrobe mirrors (have you cleaned them lately?). In your bead shop, maybe it’s the free samples you give to anyone who walks in the door (are they hot new designs or just old inventory?).

Do what JetBlue staff should have done: Keep an eye on the customers and take immediate steps to correct any dissatisfaction. Otherwise, your bottom line could suffer a terminal decline.
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Surf’s Up–and Online–at WaveridersGallery.net

Written by Jeff Grant,

croci_desertislcutb.jpgAnyone who knows me knows my three main passions in life are family, business and surfing. A close fourth is surf art. It’s woven into the décor of my home and office. But I’ve had to search far and wide to find the high-quality prints and photos that really stand out.

My web team, fortunately, shares my passion for surf art–specifically art inspired by surfing and waves. They also were having a difficult time finding really good surf-related art. The offerings we found online were the usual assortment of unframed surf posters, photos and sketches. So we decided to go for it and create an online gallery of surf art that we’d be proud to own or give as gifts. The result: WaveridersGallery.net.

We started by contacting emerging and established artists whose work we admire. Those who shared our enthusiasm are now showcased on the site. It’s all for sale, mostly signed limited-editions, framed or unframed. We also offer surf-themed books and even surfboards from a master shaper.

As you can tell, we’re very pleased with the results. I hope you’ll visit WaveridersGallery.net to see what I’m bragging about.

What can you take away from our experience? Everyone has their passions. It’s how you indulge them that sets you apart from the pack. We dove into the online gallery business with little knowledge of the art world but supreme confidence that we would learn along the way. We put our online-commerce skills to good use, met some great artists in the process and were passionate about building a site that stands above the competition. We even got a little surfing in along the way.
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