Many people come through the doors of Local Color, make a fast lap around the store, and leave promptly. They all have the following in common:
1) They are not happy to respond when we say, "Hello!" brightly when they enter, nor when we say, "Please let us know if you have any questions!" or "Can I help you find something?"
2) They do not touch anything. They view everything from a distance of at least four feet, and lean awkwardly forward if they want to take a better look at something, but do not move their feet closer when doing so.
3) They do not appear to notice the floor-to-ceiling mural in the back, or the sale rack next to it. If they do notice these things, they assiduously apply themselves against such appearances.
4) They seem genuinely surprised and unable to formulate an answer when we say, "Have a nice day!" as they are heading for the exit. A few grunt. Most say nothing and speed up.
Have these people been through some kind of terrible retail experience that left them with significant scars? Has some overbearing clerk forced them, through sheer friendliness, to make an unwanted purchase? Short of installing some kind of obstacle course (I'm thinking this should include a mud-pit...) how can we encourage people to slow down long enough to actually SEE what we have for sale?
I'm the first to admit I am not a retail expert. I have been into many stores, but I do not feel the fear and trepidation these customers seem to display. Are we doing something wrong? Are the contents of our store objectionable? Are our honest attempts at friendly service somehow off-putting? I don't expect everyone to buy something, but I also never expected customers to seem like the last thing they would ever want would be to touch something or have a conversation with a store employee.
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A lot of people comment on how beautiful the store is, and how it is like no other souvenir shop they have ever been in. They love the furniture, the clothing is soft and inviting, our souvenirs and art is unique and fun. Yet, they still walk out empty handed. Its not that they don't like what we have to offer, so it is hard to pinpoint the problem...
Do we need to stuff the store with as much as we possibly can so customers are forced to stay and look at every tiny little thing we have? Ross gets me with that every time. Do we need a bigger variety? A different approach?
How can we market all of downtown? Sometimes it seems as though the streets are just empty...it could be twenty minutes before a person passes in front of the window display.
Are people just scared to spend money? ...Do they not have money to spend?
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