Improving the Sales of a Retail Store

This paper aims to apply the retail elements discussed in the book of Paco Underhill, wherefore We Buy. As discussed in the book, improving the state of certain moreover tell retail elements of the store pull up stakes likely improve its gross revenue performance. For this study, the counselor-at-law opted to study the prospects of improving the retail elements of the Starbucks chocolateshop located at 62 Boylston, Boston, Massachusetts and subsequently, the stores sales performance.I. THE STORE The power chose the Starbucks Coffee Shop located at 62 Boylston, Boston, Massachusetts for this study. It is a real small establishment that provides that rustic makeshift feel characteristic of Boston. small-arm the coffee tree shop is successful in breaking with the building that houses it and appears to take up tapped a substantial percentage of foot traffic to keep it afloat, the proponent believes that it can do more once improvements be implemented to it.These improvemen ts result be discussed in detail and volition be conveyed after reviewing key retail elements. 1. Facade As mentioned earlier by the proponent, the establishment mingle well with the buildings color scheme and all with scarcely the logo to distinguish it from afar. If one is new in the area and happens to overstep this route to the office, chances are, the establishment will not register as on of Starbucks stores unless one looks up and sees the logo.2. Layout In general, the interior follows a typical Starbucks coffee shop with varying seat arrangements ranging from a 2-seater coffee tabulate to bar tables on the glass panel provided with stools to suit to the dining tasting of its customers. Similarly, the tables and chairs are arranged in such a way to take a free flowing process for the customer, i. e. , from the time one enters the store, to draw close the counter, then dining until the customer heads for the exit. The interior painting provides a hard and homey feel enticing customers to stay a little longer. . video display Inside the store, you will see the usual Starbucks merchandising showing their treasured coffee beans, thermo mugs, coffee press and music cds to name a few. In front of the counter, one breaks enticed to indulge in a sweet gratify with all the pastries the store has to offer.The window panels while bare and boring from afar, allows passersby to get a glimpse of what is happening inside and what is in store for them and the proponent believes that this is the how Starbucks wanted it. . Value Added Amenities The store provides its customers with mild pipe in music that stimulates an engaging conversation with friends. In addition, the store provides wireless fidelity connection to give customers access to the internet. 5. Customer While the regular Bostonian walks to and fro trail or work, most come from old rich descent. Life in Boston is a bit laid back compared to other(a) areas in the United States making the theme of the store under study satisfactory for them.II. THE PROPOSAL In reviewing the Starbucks store, the proponent attempts to apply the following retails points polar in improving the sales performance of an establishment. These elements are 1) A apprehension to return 2) Interception Rate 3) Display windows 4a) Touch, trial, or other sensory stimuli 4b) prompt gratification 4c) kind interaction 5) Adjacencies and 6) construct, merchandising and operations (Underhill 2000). As the proponent conducts the analysis certain areas for improvement will be identified in the process.Among these areas, the proponent believes that application of certain modification on the stores design, i. e. , facade, and initiating activities that will upraise social interaction will not still increase the circumstance of repeat customers but will in like manner enable them to tap other target markets. These two areas are discussed in detail below 1. Design Obviously, the operator of the St arbucks coffee at 62 Boylston, Boston, Massachusetts tried to blend in with the overall color and theme of the building, unfortunately, certain marketing concepts attain been sacrificed in doing so.For instance, while people passing within the proximity of the coffee shop will likely identify it immediately, people from afar will most likely miss it not to mention if these people are new or are just visiting the area. The proponent also suggests that applying a contrasting color scheme will not only help increase the visibility of the store but as a matter of fact, will improve the appearance of the building en banc. 2.Social Interaction Another avenue for sales improvement is in initiating activities that will enhance mathematical group meetings or social interaction in the store. To note, the service line sales of the store is more or less dependent on the number of seats occupied. Oftentimes, the seating capacity of the store will be underutilized due to customers who would be dining alone. By initiating activities or promotions like group discounts, utilization of the stores seating capacity, which as mentioned is a bleed of sales, will likely increase.