All the store is a stage

It’s Tuesday at 6:30 in the morning and I’m just stepping inside my local grocery store. On this day, at this time, I’m greeted in the usual manner, which forms the inspiration for this article. 

There are four employees just coming off night shift. They're gathered in a loose circle, coffees in hand. One sits on a closed checkout counter; another rests with his feet atop a newspaper stand. The two others simply loiter. Together, they form a roadblock in front of the ATM.

The store manager arrives, briefly chatting with his staff before setting off toward the store door. As he strolls past the checkout counters, he pauses to inspect a greeter board, turning it ever-so slightly so it’s more noticeable to incoming shoppers. Meanwhile, he ignores the fact that two customers are forced to awkwardly manoeuvre around the lingering staff to exit the store. He also fails to acknowledge three shoppers who have entered the store–none of whom cast even a fleeting glance at the greeter board.

Every store manager has a routine. But when it’s repeated over and over, stuff gets missed and discriminating shoppers start to notice. That’s why, now and then, it’s important to shake things up. Here are have ways to do it. These exercises will keep you sharp and, hopefully, improve your customers’ experience as well.

TAKE THE ROAD LESS TRAVELLED. Every manager knows to walk the store several times a day. But I recommend this twist: Take a different path through the aisles each time. Just like driving a different route to work, you’ll notice things you never did before.

CREATE A (TEMPORARY) OBSTACLE COURSE. Something as simple as a display in the wrong location can impact sales. Try this trick: Observe a busy section in produce on a high-traffic day. For 10 minutes, count how many people drop product in their baskets and what direction they enter the section from. Now, use a sparsely filled cart to block the end aisle where traffic is approaching. Note the traffic-flow differences and the effect on total purchases.

DRAW OUT THE EXTROVERT. Is your staff responsive only if approached? Fact is, conversation doesn’t come easily to all people. So give staff scripts with simple phrases that get them talking to customers.Then, encourage staff to bring those phrases to life using their own friendly voices. It’s just as important to do this with stocking clerks as it is with consumer-facing sta at counters and checkouts.

PUT SUPPLIERS IN THE AISLES. When you walk the store, hold your vendors to the same standards as your staff. They should keep aisles clean and respond to shopper inquiries. If they can’t help, they should call in an employee. In a shopper’s mind, anyone working in a store represents the store.

GIVE PRODUCT DEMONSTRATORS A REPORT CARD. Make time to observe these brand ambassadors. Tell them if they’re getting a positive response from shoppers. Modify their behaviour if you notice a negative impact. Why? Customers associate any interaction with them to your entire store, not just to the brand they represent.

Remember: It’s not only important to act, but to also react. Don’t just do what you’ve always done. Watch for responses to your actions. With this approach, your store will always perform at its best. Most importantly, it will get great reviews from the people who count the most: shoppers.