Tag: brick-and-mortar

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Set Up Your Demonstration Station

demonstration

Showing is always better than telling. If you don’t have a demonstration station set up in your brick-and-mortar store, this is your sign.

Prep for your demonstration

Set aside an area to set up your demo. This should include a sewing machine (even if you don’t sell them) with tasteful and colorful fabric and matching thread in the bobbin (both upper and lower). You should, of course, have the thread and fabric as products in your store. Better yet—products the customer can’t purchase at big box retailers.

Also completed should be a sample with examples of what you’re about to demo. For instance, if you’re demonstrating appliqué your sample should display needle turn, satin stitch, decorative stitch edge, raw edge, embroidered appliqué, etc.

Execute

The customer has entered the store, you’ve greeted them, and they’ve asked for your help. Now what?

Simply ask if they have a moment to show how it works. Never make assumptions during the demonstration as to what knowledge the customer is bringing with them.

As you walk through each step of the demo, highlight the products you’re using and show the customer why they’re your favorite. Allow the customer to take a few stitches on the machine, showing the needle down feature and how the knee lift helps with accuracy.

Once finished, ask the customer if they have any questions. The more demos you give, the more objections you’ll learn to handle, and what responses work best.

Inspiration for this post came from “The Power of Demonstration” by Kay Brooks published in the April 2022 issue of American Quilt Retailer.

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you. And don’t forget, you can always purchase single issues if you prefer that instead.

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Creating a Stress-Free Retail Store

Stress free shopping

First, let’s address the elephant in the room; stress. Shopping is stressful! We’ve said it once before and we’ll say it again—you’re not selling products, you’re selling yourself.

Did you know 70% of customers leave a store due to the interaction they had with an employee there? On top of that, one in three customers have said they’ve lost their temper in a store. And for even more icing on the cake 88% of customers have researched their product before they go to purchase it. Realize your store evokes emotions, and try your best to make sure the space, your employees, and yourself don’t trigger bad feelings.

To understand what triggers your customers, you must understand your customer base. Then you can tailor your brick-and-mortar environment to exclude these stressors. Who is your customer, and what are they looking for? Your customer base’s emotional needs will help you determine what shopping style they’re looking for.

Types of brick-and-mortar shopping experiences

Some brick-and-mortar stores offer an experience (think IKEA). A good example of this is Adidas. Some Adidas stores have a treadmill in them so customers can try shoes on. They even have fitness coaches to give advice on the best shoes for the customer’s fitness preferences.

Others want a quick and simple experience. If this is your customer base, automate as much as your store as possible. Make sure you have a robust website with updated product and speedy online response times.

Of course, you can always shoot for something in the middle. (Think classes for your customers who want an experience and as much automation as possible for customers who would rather avoid interaction). Whatever it is, we hope your customers think of you as a trusting, helpful, and enjoyable brand!

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you. And don’t forget, you can always purchase single issues if you prefer that instead.