In the next few years we will see a big shift — retail stores filling up all the empty spaces created by COVID in many cities and towns. We continue to meet with entrepreneurs who want to fill customer demands, and need to ensure that those of us involved in economic development give them insights that allow them to stay in business a little longer.

We all understand that closing and opening businesses is part of the business cycle within any community. Meanwhile, it is important to think about providing a great support and insights that allow entrepreneurs and startups to exist in a way that may be more meaningful to them and their communities.

One way to do that is to ensure that the information provided to them is correct, up to date, insightful, and can be immediately applied. I like to call it “hands-on insights and training and facilitation.”

We’ve learned, throughout our experience working with retail stores around the world, that the true art of retail is through the merchandise offered. While most entrepreneurs may not pay attention to it, just go visit any retail store today that is local, and then another that is national.

What you will find is all about the art of the storytelling. While we might want to think of a small retail store wanting to fill every inch of space with product and merchandise to sell, most national and international retailers think about what story they are telling with the merchandise they have and what the display is telling the customer about that story.

People buy based on emotions. What you want to do is ensure that those who are opening stores and retail stores need to ask themselves: What Story is this Merchandise telling the customer?

I can’t say that without a story there will be no sales at all. I am saying the story will enhance the customer’s experience, and potentially allow more customers to come to buy the story your merchandising sells.

BEFORE YOU GO

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

1. What story does your display tell about your merchandise?

2. What story does your product tell about your customers?

3. What insights can you share regarding merchandising and the story it tells?