03/ 12/ 2002
There are two coffee shops nearby my house. I like how both of them look and their coffee tastes pretty good too. One of them is a little closer tome than the other, actually by about 15 minutes. But I almost always, unless time is absolutely pressing, will go to the one farther away. Why? Because it has a better selection of newspapers and I like to read while I drink my coffee. Not only does this store get more of my business but I send other people there as well. I just like the place better because they seem to put more thought into pleasing their customers. The differences between the two coffee shops are slight, I admit, but they matter to me. And judging by how busy this store is, compared to how busy the other one is not, little things apparently matter to a lot of people. In today's Workshop, Pamela Mills discusses the advantages small changes in decor have on businesses.
Business owners can both learn a lesson from this and take heart at the same time. On the one hand, obviously the public can be as finicky as cats. But on the other, making your operation more appealing to customers doesn't always have to involve big changes to your decor. Often, little touches - like in my case, better reading material - can have a noticeable impact on your business, allowing you to broaden your market, increase your revenues, and keep your customers. For some businesses, this can be something as uncomplicated as a coat of paint. For example, one hair salon repainted their walls from pink to a more gender-neutral color and attracted more men. Or for others, it can be as old-fashioned as a little extra elbow grease, as demonstrated by a nearby automotive repair business that makes sure their waiting area and bathroom are sparkling clean at all times. Believe me, their clients (women especially) notice and appreciate this extra effort.
Obviously, the key to gaining the edge over your competitors lies in paying attention to your customers. Let them know you're always on the alert for new ways to keep them interested and coming back. Look around at your competition to see what they are doing, and most importantly, what they are not doing when it comes to creating a more appealing environment. Often what they have overlooked can be quite easily and inexpensively incorporated into your decor. For example, one tanning salon owner noticed the other salons in his area didn't provide a private area where people could freshen up after tanning. He decided to build a vanity towards the back of his salon, which he keeps stocked with men's cologne, women's perfume, deodorant, combs and brushes, and hairspray - all available free of charge. The whole thing was pretty cheap to add and his clients love the convenience.
A dress shop changed out their lighting, switching from fluorescent tubes that were of the 'cooler' variety (these have a blue/green tint to them) to ones that gave off a 'warmer' (pink/gold tint) glow that was much more flattering to customers. The owner also decided to create more drama and excitement through the use of strategic lighting, calling attention to certain displays or other areas in the store she wanted to highlight. Because these changes improved how people looked while in the store, sales improved as well.
If you suspect your decor could use a bit of sprucing up, the following tips may prove useful in helping you to get your improvement project off on the right foot:
- First, accept the fact that change may be in order, no matter how much you might dread the prospect. Try to recall the last time you did anything different to your decor. If you can't remember, chances are your business has become a little too stale. It's time to shake things up a bit.
- Visit your business. Experience it from start to finish as if you were a customer. Notice the look, how it makes you feel and what you could do to make it more inviting.
- Ask a friend, preferably one who is not too eager to please, to visit your store and to do so with a critical eye. Their feedback may be less biased, and more original, than your own observations.
- Solicit customer feedback, from any and all. Although suggestion boxes are comforting because they ensure anonymity, the writing effort required discourages many. Tell your clients you're looking for ways to spice up their surroundings and see what they say. And remember, no defensiveness allowed.
- Have a brainstorming session with your employees. Turn this into an idea free for all. Encourage them to be as insanely creative as they like. All you want to do is generate and collect as many ideas as possible so don't stop to analyze whether they are feasible or not. Later, you can take a look at the list and see which ones would work for you.
