From Britt Beamer's keynote speech at the Do It Best convention
- Consumers expect a 15-minute service level at an Independent;
conversely, they expect to have wasted time in Home Depot!
- Hassle free returns are needed. In the eyes of today's consumer,
48% equate a "reputable" store as a function of a hassle
free return policy.
- "If you can't explain the benefit, price rules."
- "If you went out of business tomorrow, would anyone miss
- Americans are more visually oriented that any other group in
- Only 6% of consumers equate longevity with a good reputation.
- Today's perception of service is what happens after the customer
leaves the store.
- 55% of a consumer's marketing image is formed based on the outside
of your building.
- 52% of a consumer's selection image is formed based on the
outside appearance of the store.
- Circuit City creates a two-story façade with a three-story
entrance pillar to create the illusion of a 60,000 square feet
store (when they are actually 28,000 square feet).
- 91% of Americans say the front of a store is equal to a "front
yard". Thus, the neatness of the front of a store determines
the perception of whether it is a good place to shop.
- Consumers over $50,000 annual income are two to three times
more driven by outside/entrance perception.
- Consumers under the age of 35 are two to three times more driven
by outside/entrance perception.
- 80% of consumers think the main differentiation factor of hardware
stores is proximity/location.
- Wal-Mart's price image is "unassailable" because of
their strength in snack food, health & beauty, small appliances,
and drugs. [Low prices on selected items in these categories has
fostered the consumer perception that Wal-Mart is low across the
- Wal-Mart achieves 38% of its sales in 6% of its square footage
by using endcaps, dumpbins, power aisle displays, clearance tables,
- A big 99¢ is perceived to be a better value than a small
99¢. When you make your signage, be sure to make the sign
- Wal-Mart and Home Depot have the largest endcap signage in America.
- Consumers shop in half the stores they used to (due to time
- Half the impact of a circular is on the front page; as a newspaper
insert, the front page should be selection driven. A newspaper
ad should be price driven.
- Consumers are looking at 4.5 ads before shopping anywhere. "This
reflects a trend that consumers now place a higher value on their
time. They want to get very well educated on the front end of
their shopping experience." There is a need for a common
identity for store design. Common identity pays off. Blockbuster
Video had two markets where they were not permitted to have their
complete exterior store design executed-their business was down
by 40% in those two markets!