HOW TO MAKE YOUR STORE SUCCESSFUL

1. CURRENT ISSUES

1.1. Too much inventory

1.2. Large footprints

1.3. Lack of effective customer service & promotions

1.4. Lack of services & convenience

2. KNOW YOUR CUSTOMER JOURNEY

2.1. OLD MODEL : see it on TV / Get offers on the mail / Go to the store and buy

2.2. What is your Customer Journey : from triggering moment to store

2.3. Disruption model : cart size vs frequency ( online & at the store )

3. IN STORE EXPERIENCE

3.1. Curated inventory

3.2. Not "one size store" fits all

3.3. Aim for "this is my store" from consumers

3.4. Customized & Localized assortments : example Starbucks neighborhood feel / concepts

4. BRAND EXTENSION

4.1. What does your brand stand for beyond products: experiences? services?

4.2. Tommy Bahama : lifestyle clothing, adding lifestyle bar & restaurant

4.3. PetSmart : 50% merchandise / 50% services

5. SPEAK TO CONSUMER

5.1. Beware of the coming rise of minimum wage

5.1.1. Utiize workforce in the store wisely

5.1.2. aim for productive employees

5.2. Change dynamic of how employees interact & engage with consumers in the store

5.3. Marketing campaigns : think helping vs interrupting consumers on FB feeds, email marketing, instagram

5.4. Empower employees in store like those in call centers: withtechnology, inventory management, buy & ship from the store, services

6. BUILD LOVE FOR YOUR BRAND

6.1. Bestbuy example : thinks beyond products in store, help, service & knowledge instead

6.2. "selling should be the outcome, not the driver"

6.3. retailers "selling stuff vs standing for something"

7. EVENTS & COMMUNITY

7.1. What's the personality of the store & staff ?

7.2. Focus on authenticity = Generation Z ( GenZs )

7.3. Authenticity : real photos, real people VS Photoshop & retouched images

7.4. Solve Consumer's problems with events & services

7.5. Inspirational & authentic = community

8. APTOS Store The Sequel New York August 17th 2016 / Nikki Baird