Hardware Retailing

NOV 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: http://hardwareretailing.epubxp.com/i/889894

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Page 69 of 78

Successful exterior design is much more than a fresh coat of paint. You need to partner with a professional designer who can help you reimagine the outside of your store as if it were a silent salesperson. It may be silent, but it is a powerful (and probably expensive) salesperson, so you should get all you can out of it. Making New Discoveries Completing a renovation is important for your existing customers, too. They will be thankful you invested in a project and may buy more because of it. I promise that once the store remodel and remerchandising are done, you will be at the checkout and a customer will come up carrying a product. They will look at you say, "I am so glad you started carrying this! I've been buying this for years and it's great I can get it from you now!" You'll look at them and say, "I've been carrying this for years! Are you kidding me? Where have you been buying it?" Of course, you'll just say that in your head. Look at them, smile and say, "That's great! My team and I certainly appreciate your business." Going through a project will help your existing customers see your store differently. They will shop it differently. They will spend differently. They will spend more. It is the natural consequence of putting a customer into a new retail environment. At the beginning, the thought of going through a store design or remodel process is overwhelming to business owners. The thought of tearing up the store is scary and disruptive. But I promise, when it is all said and done, you're going to wish you had done it sooner—and so will your current and potential customers. Dustin Kaehr is a retail consultant with over 17 years of experience working with independent retailers, national retail chains and small businesses. He frequently presents seminars and training sessions throughout North America on a range of topics including marketing, sales growth, employee retention and the customer experience. Learn more about him at dustinkaehr.com. Espresso Aged Oak Weathered Wood To learn more visit www.myoldmasters.com or call 800-747-3436

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