| When we say "business intelligence" most small | | | | First, just notice that top third of the store. The section |
| business owners immediately think of the kind of | | | | nobody can physically reach. This slice of the store is |
| high-priced information that research companies sell to | | | | as unobtrusive to our conscious but just as important |
| big corporations. | | | | as a shade tree on a blistering hot summer day. |
| But some of the best business intelligence is just a | | | | Just look and learn. Imagine yourself a first-timer to the |
| short drive away from where you are at now. And it's | | | | store, and you've entered with emotions shifted into |
| free. | | | | neutral. Write down your initial impressions of the |
| OK, it will require some of your time. But just think of | | | | store's signage in that top third of the store. Wander |
| how often you find yourself with a few moments to | | | | about the store a bit, if you want. Is the signage |
| spare in between kids' ball games or running errands. | | | | consistent up in the top layer? Is the store a bit |
| A quick bit of scouting work in another store can take | | | | inconsistent here? Or is it in agreement throughout? |
| as little as ten minutes but offer up a goldmine of fresh | | | | No need to spend too much time on the top layer. But |
| ideas to bring back. | | | | we want you to be cognizant of it. The fact is, you |
| Sound crazy? Maybe. But there's a real value in finding | | | | probably were already aware of it before you knew |
| what's working for other businesses. Go to other | | | | you were. As consumers and as humans, we respond |
| stores your best customers frequent and see what's | | | | to uncounted little inputs into our minds. Some of them |
| working. For goodness sake don't try and clone these | | | | matter a great deal and hit us instantly--ike a traffic |
| other businesses. Your small business must stay true | | | | light. Others are more subtle but matter most at certain |
| to itself. However, if you look around enough you'll find | | | | times. If the street corner sign at Third and Chestnut is |
| a few nuggets you can bring back and turn into gold | | | | out it doesn't really matter much to the overall |
| for your company. | | | | environment--until you're cruising down Third looking for |
| Look for two or three elements in each shop's | | | | Chestnut! Then the usually innocuous fact that it's |
| Package that is different from your company's. Start | | | | missing suddenly becomes paramount. |
| out by looking at the top third of the physical space in | | | | Next, find a few other areas of the store and ask |
| the store. Let your eyes rove above the area where | | | | yourself three broad questions in each: |
| the people are mulling about and see what's overhead. | | | | "What's the mood of the area I'm in?" Purely |
| Begin with the ceiling and look down, but only for a | | | | functional? If it's a merchandise area, is the |
| few feet. Start out by examining what's physically | | | | appearance of the display designed to subtly persuade |
| hanging from the ceiling. | | | | me to buy this merchandise? Or is it simply to pack in |
| Signage? Moving or stationary? If moving, is it | | | | as much merchandise as possible in a specific area? |
| powered by batteries with a regular, cyclic spinning | | | | Remember, there isn't a right or wrong answer for the |
| motion? Or is it simply moving with the currents of the | | | | business. A discount gas station can make just as |
| air circulating about the store. | | | | much profit as a high-end art gallery; maybe more. |
| Is the signage easy to read? Copy-heavy or | | | | "Does the mood of the area I'm in mesh with the rest |
| graphic-heavy? Is it there to produce an immediate | | | | of the store?" Is there a lack of harmony between, for |
| sale? Does it scream out "Low Prices--grab as much | | | | example, a brightly lit and open-spaced entryway and |
| as you can as fast as you can and dash to | | | | then a dozen aisles of cluttered merchandise? |
| checkout"? Or is it understated, with an ethereal, | | | | "Is there one outstanding thing I like about any certain |
| graphic-heavy treatment that puts the customers in a | | | | area?" Is there something I see that I can bring back to |
| mood to browse a bit more, making themselves feel | | | | my store? |
| good just to be there in the store, enjoying the | | | | If you want, create a little "cheat sheet" of questions |
| shopping experience? | | | | you can use when you go out on a scouting trip to |
| Or is the signage pure utilitarian, as mood-setting as a | | | | another store. The cheat sheet is a quick reminder of |
| green, cross-T street corner signpost telling you you're | | | | what to look for. Make it the size of a recipe card, and |
| at the intersection of Third and Chestnut? Is this a | | | | if you copy it on heavy cardstock and then cut it to |
| no-nonsense store, where the customers simply need | | | | size you can easily carry it about in purse or pocket |
| to be steered where to go efficiently and quickly? | | | | and jot notes on it while you are in the store. |
| Are there ceiling fans? Cabana-style, with large | | | | Remember, a lot of smart marketing is borrowing the |
| wooden blades for effect? Or basic white, simply | | | | best of what works from others. These little scouting |
| circulating air about the store? | | | | time-outs during your errands can add precious new |
| How about the color of the ceiling? Are windows set | | | | idea-gems you can apply to your business. |
| just below the ceiling, letting light in? How about sound? | | | | Remember: Brand (who you are) + Package (your |
| Is there music pulsating down from the ceiling? What | | | | Face to the Customer) + People (customers and |
| kind? Muzak? Top 40? | | | | employees) = Marketing Success. |