'Improving the Sales of a Retail Store\r'

'This paper aims to confine the retail elements discussed in the book of Paco Underhill, â€Å"Why We purchase”. As discussed in the book, change the situate of certain neverthe slight key retail elements of the investment trust leave behind belike modify its sales performance. For this study, the proponent opted to study the prospects of amend the retail elements of the Starbucks Coffee workshop located at 62 Boylston, Boston, mum and subsequently, the repositing’s sales performance.\r\nI. THE STORE †The proponent chose the Starbucks Coffee make located at 62 Boylston, Boston, Massachusetts for this study. It is a very sm totally creation that provides that rustic makeshift feel ordinary of Boston. slice the coffee bean shop is happy in blending with the building that houses it and appears to tolerate tapped a substantial percentage of introduction traffic to keep it afloat, the proponent believes that it dirty dog do more once improvements be implemented to it.\r\nThese improvements give be discussed in full stop and leave alone be conveyed later on reviewing key retail elements. 1. Facade †As mentioned earlier by the proponent, the composition intermingle well with the building’s colourize plan and all with only the logotype to distinguish it from afar. If one is new in the area and happens to pass this route to the office, chances are, the establishment volition not register as on of Starbuck’s stores unless one looks up and sees the logo.\r\n2. Layout†In general, the upcountry follows a regular(prenominal) Starbucks coffee shop with varying freighter arrangements ranging from a 2-seater coffee table to forbid tables on the glass panel provided with stools to conciliate to the dine preference of its customers. Similarly, the tables and chairs are logical in such a means to allow a free satiny process for the customer, i. e. , from the time one enters the store, to approac h path the counter, then dining until the customer heads for the exit. The interior painting provides a warm and plain feel enticing customers to stay a little longer. . flourish †Inside the store, you bequeath see the usual Starbucks marketing demonstrate their valued coffee beans, thermo mugs, coffee turn on and music cds to name a few. In front of the counter, one gets enticed to indulge in a sweet spree with all the pastries the store has to offer.\r\nThe window panels while homely and boring from afar, allows passersby to get a glance 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 company to give customers access to the internet. 5. Customer †While the regular Bostonian walks to and fro schoo l or work, nigh come from old rich descent. behavior in Boston is a cunt laid back compared to other areas in the United States making the theme of the store under study suitable for them.\r\nII. THE proposal of marriage †In reviewing the Starbuck’s store, the proponent attempts to apply the following retails points crucial in improving the sales performance of an establishment. These elements are: 1) A reason to return; 2) Interception Rate; 3) Display windows; 4a) Touch, trial, or other sensory stimuli; 4b) flying gratification; 4c) Social interaction; 5) Adjacencies and 6) Design, merchandising and operations (Underhill 2000). As the proponent conducts the abridgment certain areas for improvement result be identified in the process.\r\nAmong these areas, the proponent believes that performance of certain modification on the stores design, i. e. , facade, and initiating activities that will enhance genial interaction will not only increase the concomitant of r epeat customers but will as well enable them to tap other posterior markets. These two areas are discussed in detail below: 1. Design †Obviously, the operator of the Starbucks coffee at 62 Boylston, Boston, Massachusetts try to blend in with the overall annotate and theme of the building, unfortunately, certain marketing concepts acquit been sacrificed in doing so.\r\nFor instance, while great deal base on balls within the proximity of the coffee shop will likely identify it immediately, batch from afar will most likely miss it not to mention if these people are new or are just visiting the area. The proponent overly suggests that applying a contrasting color scheme will not only benefactor increase the visibility of the store but as a matter of fact, will improve the appearance of the building en banc. 2.\r\nSocial Interaction †Another alley for sales improvement is in initiating activities that will enhance sort out meetings or social interaction in the store . To note, the baseline sales of the store is more or less dependent on the number of place occupied. Oftentimes, the seating area 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 store’s seating capacity, which as mentioned is a function of sales, will likely increase.\r\n'