Display DNA: Breaking Down the Retail Dead Spot
Ah, the elusive dead spot. Every retailer has at least one, and this one space can create headaches and all kinds of drama.
You have changed the display.
You have changed the product.
You have ignored it or written it off.
You have pulled your hair out.
You have cried.
You have tried it all, and yet it remains dead.
What is a dead spot, you ask? It is a space in your store that, for the life of you, you cannot sell anything from. It is usually an odd corner, a small space that fits only a few items, the very back of the store or, in my case at Luci’s, the front-left shelves under the counter. Nothing sells from these elusive spaces.
Some things stop customers from shopping certain areas, and I’m going to give you the same advice I’m giving myself.
The first thing you need to do is spend time watching how people walk in and move through your store. Do they walk right past tables? Do they go straight to the back, or do they walk three-quarters of the way through, then do an about-face and turn around?
At Luci’s, customers focus on the menu screens above the counter. Once they order, they turn right to find a table. They do not look or turn left unless the second register is running on that side of the counter.
Once you have identified how the customer moves through the space, you need to look at your floor plan.
Is the view blocked from the entrance?
Is there a table or something large blocking the walkway, making the customer feel like it’s the end of the road?
Is the space too crowded, making the customer feel claustrophobic?
Is it dark, making the customer feel like they are not supposed to walk back there?
Is the space too small? If there are more than two customers shopping, is it too close for comfort?
All of these things will stop a customer in their tracks.
At Luci’s, I have a few challenges.
The shelves below the counter are low, and the view is currently blocked by a fixture that is turning a lot of inventory. I know in my heart of hearts that this space is never going to sell product if the second register is not running, no matter how good the product is.
I have three choices:
- Fill it with something that customers will seek out no matter where it is. Something like Jellycat or Voluspa.
- Shift the blocking fixture and hope it doesn’t slow sales of that product.
- Merchandise the top of the counter so it’s visible and show additional stock below.
Here is my plan of attack: I am going to build up this area to create interest and shift the blocking fixture. Once I have shifted it, I will review sales reports weekly. The reports don’t lie; they will give me all the information I need. I will also build up the counter displays to create interest.
If these two tweaks don’t produce sales, I will shift one of our bread-and-butter lines to this space. It will need to be something people seek out, not an impulse item like Jellycat. It must be something customers come in for regularly, such as Voluspa candles, and something we can double-expose in case they miss it on the counter and shelves below.
If that doesn’t work, I will be the one crying.
To learn more about dead spaces and suggestions on solutions, tune in to the April episode of The Retail Whore Podcast. I’ll be talking all about the elusive dead spot.
