Yes, you can open a new retail store even if it seems the worst time ever. There are potential customers out there who are looking for what you want to provide, and they have the money to buy. If they don’t buy from you, they will buy from someone else. The trick is to identify this group of people, then cause them to buy from you.

It doesn’t matter whether your store is in an out-of-the-way strip center, a stand-alone building, or in the middle of a mall; your store must reflect a customer-desired image, not just something you dream up. The difference can make or break you, so get it right.

For example, a store selling indoor/outdoor painted steel sculptures is moving, and they asked for help in achieving their success goal. The owners design, assemble, and paint their own works of art and market works by others. Here are their comments and questions: “We’re getting close to opening day for our new store. We've spent a great deal of time planning our store, most of it in selecting a location where we believe people will see our store and hopefully shop. We’ve also spent time in designing and constructing merchandise to stock the store. We feel we’ve selected the proper location and now it is time to start selecting fixtures and preparing for a grand opening. We’re wondering, what else should we do to distinguish ourselves from others in our business and have customers come to us instead of to them?"

We suggested their plans for a grand opening celebration with accompanying radio and TV messages would certainly get the store noticed; but spending that same amount on an image campaign could get more business. An image campaign sends a high-intensity message direct to the group of people you wish to have as customers. Store fixtures, signs, and ambiance are important parts of this image. Retail businesses cannot survive on one-shot customers. Most depend on repeat business for success, so we recommended they design for success from the get-go. Here are our suggestions for their specific situation. They are broad enough for others to use in setting an image, whether the store has been in existence for years or is just starting business next week.

IDENTIFY THE IMAGE
Find answers to these and similar questions: "What image do I want to convey to my customers when they walk into my store? Why is my store different? How do I want my customers to feel when they hear my store name? What's unique about my store, my service, my product, my method of presenting the product? What kind of feelings do I wish to evoke in customers when they shop with me?"

Use answers to questions similar to those above to select the store fixtures, carpets, wall decor, accent lighting, displays, signs, product layout and other items that will enhance and reinforce the image you wish to project. Enlist the aid of non-competing firms selling to the same target market. Spend some time training your sales staff so they also project your selected image.

COMMUNICATE
Let your customers and especially your staff know what it is you are trying to do by enlisting them in the task of establishing and maintaining an image. Plan all of your advertising around your image, and make sure all of your ad copy reflects this move. Use target marketing techniques to get your message to the customer group who will shop at your store, and then make sure the message they get while shopping reinforces your image.

TEST
Never assume you know what your customers are thinking. You will be wrong most of the time! If your customer is confused about your image, they will not take the time to understand it, they'll just shop elsewhere. Hand out pre-stamped reply postcards to every store visitor (whether they purchase or not) telling them what it is you are trying to do, and then asking them questions like, “How are we doing?” and “How can we improve?” You’ll receive a variety of answers, but the important thing is that actions like this help you to both establish and maintain an image. It also gives you a prospect for direct mail advertising purposes if you do it right.

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Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.