Three Ways Brick-N-Mortar Stores Can Reach In-Store Customers

The folks who run traditional "brick-n-mortar" stores are constantly complain about how hard it is for them to compete with online retailers.  I think they need to stop whining and start thinking.  They need to capitalize on some of their advantages.

Inside a Target Store - photo by Mike Mozart from Funny YouTube, USA (Target) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons

Here are some of the advantages that traditional "brick-n-mortar" stores have over online merchants.

• Merchandise is on hand for immediate purchase.  
• Customers can closely examine or try on merchandise.
• Located close to where customers live.
• Customers may make impulse purchases.
• Customers can make returns more easily.
• Customers can get personal service.

Unfortunately, many merchants squander these advantages by staffing the stores with rude employees who don't care, by under-staffing key areas like cash registers, by maintaining insufficient stock, and by failing to inform customers of in-store specials and sales.


To reach customers, "brick-n-mortar" stores need to provide pleasant, inviting, and convenient shopping experiences.  Here are three things that "brick-n-mortar" stores can do to reach in-store customers:

1.  Inform Customers of Sales - Most big box stores have Muzak systems, Public Address speakers, wi-fi, large swathes of running televisions, and huge expanses of exterior walls facing outwards towards the community.  A sale flyer pinned to a bulletin board in the store entry just doesn't cut it anymore.  Why not announce sales over the P/A system?  Why not have a scrolling marquis or jumbo-tron score board showing sales right on the front of the building?  At least pay attention to basics and get signage up in individual departments that clearly labels sale merchandise.

2. Eliminate the stock-out - Most big-box stores have automated inventory systems.  Why not have kiosks throughout the store that provide electronic access to that inventory and allow customers to request items from the stockroom when nothing is available on the shelves.  When we are looking for something as customers, we usually leave the store when we encounter a stock out on the specific item we wanted.  Traditional merchants can capture that sale by bringing stock out from the back or by allowing customers to order merchandise online from the store.

Check out lines at Target - By Marlith (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons

3. Staff the registers - We often leave big box stores when we see large lines at the cash register.  Big box stores like Walmart and Target are often terrible about letting customers languish in long lines at the register.  These stores need to be more aggressive about opening new lines.

Target Athletic Shoes - Where Men are Men and Women are Too!

My wife and I recently went to target so that she could get a pair of shoes.  She thought she might be able to find a pair of slip on sneakers for the summer.  Unfortunately, there weren't ANY shoes in that style that looked feminine.  Apparently, black and battleship gray is all the rage for women to wear this this summer.   I might think this A-6 Intruder is mighty pretty.  But, I would because I am a MAN.  My wife is not so enamored of the palette.  Apparently, it communicates dreary February rather than Spring to most American women.

My wife would like to wear clothing that is colorful and most definitely feminine for Spring.  Rather than worrying about who is eligible to use their restrooms, Target might want to read up on women's issues.  Things like menopause and the like.  No need to tell me about it because--like I said--I'm a dude.  But, seriously, it would be nice for my wife to have some more definitively feminine choices when it comes to athletic shoes for women.  You could also have flowers on the sides of the shoes or something.


Psst...Target, one more thing, apparently your shoes were 20% off for Memorial Day weekend.  But, your brick-and-mortar store lacked any signage in the shoe department to that effect.

What's not for sale at Target and Walmart

One of the most infuriating aspects of shopping at the big box giants like Target and Walmart is what isn't offered for sale.  Every once in awhile, you'll need something specific for a specific task or a little niche project and you'll head off to a big box thinking you can find it.  Good luck with that!

The big box stores use computer-based planning systems to make sure that every square inch of their shelf space is selling something profitable.  Seldom needed items make way for the often needed items.  Unfortunately, that seldom needed item is often the "project completer" needed to make best use of the often needed items.

I first noticed this a couple of years ago when we were trying to reconfigure some lamps for a new apartment.  We had some lamps that were thrift store finds.  We had some lamps from Target and we had some lamps from Walmart.  For some reason, we needed to find a lamp harp because we had bought a new differently sized lampshade.  But, Target didn't sell them.  They sold lamp shades galore, but not a single lamp harp.


A few nights ago, we went to Target and wanted to get some petroleum jelly.  Apparently, the powers that be have decided that petroleum jelly would not be in any of the personal care or makeup sections of the store.  We don't know why.  I suspect it has gone out of fashion since it contains petrolatum.  But, when you need it and can't find it, it really is frustrating.


So, next time, you are rambling through a big box store, take note of what you don't see.