True Retail is a Destination Store

Having had first-hand experience in retail, and advising others as well as being an executive to some of the largest (and smallest) retailers in the world, I have gained and learned so much!

Since my earliest days in business, I’ve worked with thousands of retail-running entrepreneurs around the world, and written curriculums for entrepreneurs starting or growing a retail business.

Through it all, I’ve discovered that location is not as important as merchandising, storytelling, and customer service.

As a matter of fact, the first store I took over to turn around opened in what they thought was the best location ever — right next to the top selling, high-end product and service store.

That’s where and when I learned that if you are not a destination store, you are not a retail store. You can open a storefront anywhere, but if you want to be successful, you need to become a destination store.

During these difficult times, and even post-COVID, if you want a true retail store that continues to operate, you need to drive traffic to your location. You need to create the image in people’s minds that your store is a destination — a place they are willing to drive or travel to no matter where you are located.

I’ve worked with many retailers around the world — sometimes in very remote areas — and am always surprised, thinking, why would anyone come to you in this location? The answer is that location is not nearly as important as merchandising, storytelling, and customer service.

BEFORE YOU GO

We see our blogs as opportunities for dialogue. Please share your thoughts as comments.

1. What key merchandise are you placing in your store?

2. How are you driving traffic to your store, online or otherwise?

3. Have you thought about creating an OMNI channel for all of your activities?