2.What does your entrance say? – second 10 seconds The ‘transition zone’ in an establishment is usually first three steps that a potential visitor takes once he or she has crossed threshold. They don’t concentrate on products or signs in this zone; they take in whole environment. Keep this zone uncluttered, clean and inviting.

3.Displays that dare to be different - final 10 seconds Finally, customers focus on what I call power position, which is excitement/product zone. This is a focal point directly in front of them as they pass through transition zone. This point should clearly state what you do and it should stimulate visitor’s interest. Keep it simple; create circular, conical displays that promote key issues about your business. Dare to be different in how you get this message across!

If team brainstorms ahead of a topical and seasonal event, they have an opportunity to think through adventurous props that will catch consumer’s eye. Remember, you have to play “unsafe”; you have to “dare to be different in order to inspire. In today’s retail world “safe” displays will not be registered by consumer’s eye.

So where do you find inspiration?

To be visually inspirational means you need to be one step ahead of other businesses within your catchment area.

Consider following; 1.Check out other retailers displays in your area, but outside your industry sector, and adapt them to your sector. 2.Read “lifestyle” magazines that consumers are reading to enable you to interpret consumer trends and adapt them to your business. 3.Subscribe to merchandising and display magazines from around world, to enable you to obtain inspirational ideas. 4.Encourage team to be observant wherever they go. The world is full of inspirational ideas, all you need to do is adapt them to your store.

These three zones are most memorable part of customer’s journey! A customer may spend 20 minutes, or more, in your business, but take home a picture based on a maximum of (the initial) 30 seconds spent in your establishment.

Continue journey in your customer’s shoes in our next article and learn how to provide a rewarding experience that will have your customers promoting your business for you – for FREE!

Escapism Consumers want escapism, they want an environment that takes them away from mundane, they don’t want to walk down rows of shelves. They want to experience boutique layouts and areas that are themed to a particular wine or beer region.

Entertainment Entertaining your customers gives you an opportunity to let your imagination go wild. In recent months I have come across face painters, clowns, drum demonstrations for children, list is endless. The secret is to provide a consistent package of entertainment away from your core business.

Aesthetics Aesthetics, could include how you use aromatherapy, music and create an atmosphere for your customers. Keep music at less than sixty beats per minute, it will relax your customers.

We can learn from Brista Brava coffee bars in Washington DC. Their motto is “Our business is providing customer experiences, our industry is coffee.” Change word coffee to liquor and then you have a motto for future of your business.