Beauty Store Business

MAY 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 13 of 51

12 May 2019 | Reviving Dead Zones The phrase "dead zone" immediately conjures up images of shopping centers with blatantly unoccupied retail spaces and glaring "available for lease" signs. Yet, many retailers have dead zones within their own shopping spaces. Dead zones are areas of a store that are either going completely unused or aren't fully maximized for their shopping potential. The foremost reasons for dead zones are poor space planning, substandard lighting and cluttered merchandis- ing, says Jalpa Patel, interior architect and senior visual merchandiser for ZenGenius, a merchandising design firm. "Many retailers believe that showing more merchandise is the best practice to increase sales. However, over time, this often leads to an extremely chaotic and untidy situation where the customers quickly turn away from the products," she explains. She adds that poor lighting stirs up a sense of uncertainty within customers due to the neglect such areas exhibit; but overall store layout is generally the culprit of dead zones. Patel explains that these issues can be rectified by creating a flow and navigation for customers to follow. Doing so requires retailers to approach their spaces mindfully; after all, what they ignore, their customers will also ignore, which means well-thought-out signage and product-category placement are essential. She suggests using wayfinding signage as well as signage that conveys excitement to lure customers to less pronounced and less attractive areas of the store. In keeping with modern retail strategies, "convert dead zones into experience zones," says Patel. "Attempts should be made to include multi-sensory experiences in product merchandise display and communication. Increasing human interaction, encouraging them to try, touch, smell, hear and taste the product would bring the dead zones alive," she explains. The more customers feel invited to experientially delve into the store's offerings, the more comfortable they'll feel in any space, whether at the back of the store or in a corner. Experiential elements convey a retailer's intentionality toward both the products and the customer experience– and the effort won't go unnoticed. The Retail Clinic Employees With Disabilities People with disabilities add diversity and unique strengths to work environments. They also expand business potential by widening markets and stimulating untapped purchasing power, according to the 2018 report, "A Hidden Market: The Purchasing Power of Working-Age Adults With Disabilities" by American Institutes for Research. The report states that one in five people in the United States have a disability, and more than 20 million are working-age adults. The U.S. population of American adults with disabilities is expected to rise considerably as 71.5 million baby boomers reach the age of 65 by 2030, according to ( United States Department of Justice Civil Rights Division ) . In addition to being inclusive, studies show that businesses that hire people with disabilities increase both their pool of applicants and their employee retention rates. They also diversify and expand their customer base. One study noted in the report found that the vast majority of consumers– 92 percent–look highly upon companies that hire people with disabilities; and more than one-third prefer to give their business to such companies. Ultimately, businesses that hire people with disabilities give customers insight into their values–a matter of importance to today's consumers. Businesses are smart to accommodate and provide for people with disabilities as not to miss out on the $21 billion in discretionary income attributed to the group. According to the authors of the report: "Most businesses are not tak- ing advantage of the nearly half a trillion dollars in market value of this population. Given that people with disabilities are part of families and communities, the number of people who could purchase goods and services for this population more than doubles." Interestingly, the report also notes that the total discre- tionary income of people with disabilities surpasses that of the African-American and Hispanic markets combined–an insight worth considering as inclusivity in the market makes continual gains. It pays to both hire and accomodate those with disabilities. From le : henglein & steets, Sigrid Gombert/

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