DEFINING DEFINITION
The dictionary defines “definition” as ‘the action or the power of describing, explaining, or making clear”. In the retail world, definition means how your customers interpret what it is you are selling or offering.
Clearly defining your store and your products to customers can increase your potential for business. Customers need to understand who you are and what to expect when they walk through the door. The more comfortable they feel in your store, the more likely they will be to stay longer…and the longer they stay, the more money they will spend. Research by Paco Underhill of Envirosell shows that there is a direct and positive correlation between the amount of time spent in a store and the amount of money spent.
For example, think about The Container Store. Imagine that you are trying to organize a room in your house. Just knowing that “The Container Store” exists might make you go there even if you have never been. They start defining themselves right from the get-go. Before you ever enter the store, you know exactly what type of product they sell. Once you are inside, it is not just the “containers” that reinforce the way that the store is defined. It carries through from the entrance and the displays in the window all throughout your shopping experience. It even includes the knowledgeable staff who will direct you to certain merchandise or provide relevant suggestions. At no point in the experience are you discouraged. You find everything that you expected (and more!) because they have well-defined who they are and the type of products you can find there.
Another example, on the other end of the spectrum, would be a store that tries to sell both designer clothes as well as discounted knock-offs. While this is an extreme example, you know that both target customers would be very unhappy to see the other items (as would vendors who see their designs next to lower priced versions). While no store owner would ever want to turn away customers, it is important that stores don’t try to be everything to everyone. They should focus on being the best in one thing and clearly defining that for their target customers.
Sometimes there is a disconnect between how the store owner thinks their store is defined and how their customers actually perceive them. Are your customers spreading the word that you are the go-to store for X? Why not? Try to step into their shoes for a moment and make sure you are getting it right. Ask around for the best place for X and see if people mention your store. It is better to be considered THE place to go rather than a store that has “some interesting things.”
Definition is also what distinguishes you from the rest. “Distinction” or ‘an accomplishment that sets one apart’ is what makes customers come to you instead of the competition. What makes your store stand out? Have you won an award? Were you featured on a TV Show, in a Magazine or mentioned in an editorial. Do you offer one-of-a kind merchandise? Do you have the best muffins in town?
Retailers often assume that customers are aware of their store’s accomplishments, but that is not always the case. It is important to point these things out to them so that they will pass ‘the word’ on to someone else. Do you ever ask your customers how they first heard about you? In many cases, they will say that a friend or family member recommended the store to them. Word of Mouth or WOM is an important part of your store’s success. It usually happens without the retailers even realizing it but the more that you inform your customers, the better off you will be. Make sure that you provide them with the words to pass along…non-verbal communications through signage and visuals in the store can give them a “story” to tell to their friends…which will be in your words not theirs.
When defining your store, think about what you are good at and excel at it. Become the “best” at it and make sure that your customers know!
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