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www.IndependentRetailer.com NEWS Retailers Remodel
AS REPORTED in Industry Re- tailer’s June 2010 issue, most brick and mortar retailers felt the effects of a sluggish econ- omy. The result was reduced inventory. Ultimately, low stock led to remodeling, in an effort to dismiss the barren shelves as nothing more than a cleaner appearance to customers. Eco- nomic remodeling, however, wasn’t successful for all. As some same store retail-
ers lost business due to high prices, others such as Wal- mart were ready to pick up the fl ood of customers looking for better deals. According to the Wall Street Journal, Walmart decided to renovate as others had, believing that low prices and the cleaner appearance would work in its favor as it attempted, “to appeal to a more well heeled shopper.” Unfortu- nately, Walmart’s efforts were unsuccessful, encountering one of the longest slides in domestic same store sales in its retail his- tory. The economic conditions seemed to dismantle all rules, and strategic maneuvers used
by retailers had a 50 percent chance for success. As the economy is now see-
ing a turnaround, brick and mortar retailers are not only adding to their bottom line dol- lar by dollar, but also refi lling their shelves item by item. The new marketing strategy incor- porates another remodeling plan, taking a more cluttered approach. Although the effect on customer satisfaction has yet to be known, retailers ap- pear to be profi ting from the more claustrophobic renova- tion. Keep in mind, sales aren’t necessarily a result of custom- ers’ wants or needs, but a lot of times about perception. As Ben DiSanti, senior VP of plan- ning and perspectives for TPN, tells The Seattle Times, “Messi- ness, or pallets in the middle of an aisle, is also a cue for value. There are a lot of cues that the shopper picks up on in stores.” In summary, and a lesson learned by Walmart, fewer items represent expensive prices, while more items repre- sent discount prices. ■
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