TALKING POINTS
knows that the store they’re visiting looks after its stock, and will look after them too.
7. Away with the women’s corners Historically brands have pushed for women’s corners in stores. However, moving forward with time, they have been deemed unnecessary and can even be seen as patronising. With the major brands shying away from gendered products (rightly so in our book), women should be welcomed in the whole store and not just a token corner.
8. Do we even need tills? Tills can quickly become a clutter-fest and more and more high street retailers are doing away with their till areas. At the very least, seats behind the desks should be removed to avoid loitering, along with cardboard, old POS, pointless stock, stickers, and hand-written signs… You know the ones!
9. Staff bikes and repair bikes The shop floor is… a shop floor. No staff bikes or repair bikes should be on display if they are not available for purchase. This gives off the wrong message and can lead to disappointment if a customer’s dream steed isn’t for sale as it belongs to Steve in the workshop. It only takes one disappointment to irreparably damage a customer’s view of the shop, and they may not keep that opinion to themselves.
the customer can become confused and wind up not buying anything at all!
5. Throw away old POS Throughout our careers in the bike trade we have met countless store teams reluctant to throw away old pieces of POS. While we’d never encourage unnecessary waste, these old marketing materials are often detrimental to the store presentation and can even send mixed messages to customers. A Bianchi floor mat when you haven’t stocked them in ten years, a cardboard cutout of Contador riding Specialized, a random Gore counter signage? Throw it out! (Recycling of course)
6. Nothing belongs on the floor We understand that sometimes storage space is tough but boxes on the floor do not give off the right impression. Helmets (particularly) and shoes in packaging do not belong on the floor where they are easily kicked around and become dog-eared. Keep stock stored neatly to ensure your customer
10. Would you shop here? It’s very easy when you work somewhere to become oblivious to the look and feel of the store. So try and look at your shop floor with fresh eyes. To do so you can take a look at your competitors and visit other bike stores in the local area. A bit of competitor peeking is always a good way to get some new ideas as well as a dose of reality. n
8 | December 2021
www.bikebiz.com
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