Shop layout and development of the business

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Shop layout and development of the business

Purpose

The owner’s personal comportment, the choice of goods, labelling, service level, cleanliness and sign displays, how the shop or restaurant is laid out, all have an influence on the kinds of customer groups that are attracted, on the general image of the business and on the level of sales.

Tools

Relevant home pages with -Brochures on how to do your own-check -Brochure on layout of restaurants, supermarkets, etc. -Information on the publicly displayed health inspection ratings for food shops and restaurants (‘Smiley’ system) Miljoe.kk.dk: Waste management Methods

Clarification of focus areas

A coaching- and value-clarifying approach to what the owner has attempted to do, which ambitions she has for the future and what she herself identifies as developmental areas in the firm. Help in prioritizing which areas are the most important.

Offer to inspect the shop

Preventive safety checks in order to ensure that all regulations are being followed. During the inspection, the adviser can ask questions regarding possible areas to be dealt with which can reduce costs and improve sales.

Marketing

It is important to call attention to the fact that one should think in marketing terms even though the firm is at the level whereby the marketing consists primarily of the owner himself and the way in which he presents himself. Many of those in the target group need to be introduced to new possibilities to increase customer demand and develop their customer base.

Reflections

A poor financial basis in the start-up phase naturally places a limit on the amount of investment the entrepreneur can use for furnishings and marketing. As a result, the owner may decide to equip his shop with cheaply purchased, worn-out fixtures, used refrigeration units, etc. which over the long term can be expensive in electricity consumption and result in lower sales because the shop presents itself in a shabby manner.

There is often a habituated idea behind how the shops are laid out, just as the lack of sales experience and language difficulties affect the level of service and the personal presentation. Those in the target group tend to focus unilaterally on price as the only competitive parameter rather than creative layout, packaging, marketing and high service level.

Some business owners need specialized advice in learning how to attract ethnic Danish customers. A clothing or textile shop whose windows are covered over may be attractive to women from Asia but not necessarily to Danish women. Similarly, one can support the sale of exotic food products to Danes by accompanying them with taste samples, oral tips on preparation or written recipes. A pizzeria can attract new customer groups by changing its furnishings or layout. One establishment doubled its sales after the adviser suggested that the outside garden area be refurbished so that customers could eat outside.

There is a general need to focus on differentiation rather than what most of the shopkeepers do, namely, imitating each other.