Flooring The Consumer: Higher Calling For Retail Brick-and-Mortar Stores

Seem to be in a retail state of mind today and C. B. Whittemore has a good piece on the importance of the retail. Excerpts below, but check out the full piece by using the link below. And if you don't read C.B.'s blog, you should!

More specifically, according to Wachovia Bank research, "brick-and-mortar investment was the single biggest contributor to customer acquisition, outpacing advertising..."

Now, that does that capture your attention? It did mine.

WHY BRICK-AND-MORTAR STORES ARE SO IMPORTANT.

They represent an effective means for communicating with customers. Particularly for complicated categories, a store represents an opportunity for a customer to get one-on-one time with a sales representative for guidance and to help make sense of the plethora of choices.

Stores are where the brand comes alive, where you can demonstrate your commitment to customer service and truly humanize your brand, where you deliver your customer retail experience and demonstrate marketing value. Stores are much more than just distribution points .

Note the five recommendations for enhancing the retail brand experience in-store:

1. "Present your merchandise in a way that helps shoppers navigate through the sea of products."
2. "Help customers feel comfortable with their choices and decisions."
3. "Train store reps to be knowledgeable."
4. "Define what customer enjoyment is for your brand and express that in your physical environment."
5. "Provide great customer service."

Flooring The Consumer: Higher Calling For Retail Brick-and-Mortar Stores.