How Can A Safer Environment Increase Your Sales?
What would you say are the most important factors that affect your store’s sales?
Most business owners would cite things like product price, the competition in the area, the knowledge of their staff, and similar factors.
Few would point to safety in the store, but it truly is a significant consideration.
How Does Safety Affect Sales?
Think about this – would you willingly spend time in an environment where there was sharp, rusty metal around that could easily cut you?
Would you regularly walk through an empty lot filled with broken glass and nails?
The same thing applies to the customers who patronise your store.
If there are safety hazards, you can bet that they’re going to spend most of their time with your competitors.
What sort of safety hazards should you concern yourself with?
Well, the answer is pretty much anything that might cause your customers to feel less than perfectly safe while browsing your products.
For instance, it could be something as simple as frayed carpeting that catches a shoe’s heel and causes a customer to stumble and fall.
It could be rickety old shelving that looks like it’s about to topple over at any moment.
It could be dingy ceiling tiles that look like they’re harbouring mold.
However, you also need to look for other potential threats and issues.
For instance, do some of your staff members have friends that hang around in the afternoons or evenings?
This can make some customers uncomfortable.
You get the point.
Here’s the thing, though.
If your customers don’t feel safe while walking through your store, there’s little reason for them to come through the door.
They’ll go somewhere where they feel safer and more protected.
What Can You Do About The Situation?
Handling customer safety concerns, even those that are only perceived, not necessarily real, is vitally important.
However, it can be quite expensive and time consuming, particularly if your store is older and hasn’t been maintained all that well.
The place to start is with a full safety evaluation.
Note anything that could be construed as a safety issue, from peeling floor tiles and fraying carpet to damaged ceiling tiles, fixtures that have seen better days and the like.
Itemise and prioritise the list so that you’re handling the most important elements first, and then tackle them one by one.
Sometimes, it’s best to handle some problems together.
For instance, if it turns out that you need to re-tile your entire floor, now would be the time to invest in new fixtures and shelving since you have to pull them off the floor in the first place.
An investment in store safety improvements can yield pretty significant gains and improve customer confidence and peace of mind.
Ultimately, every penny that you invest in store improvements that enhance safety, or at least remove a perceived safety concern, will be recouped by better sales and improved traffic flow into your store.
The Retail Sales Academy Team