Location Location Location

Musings from Dennis #16: It’s great to now see many retailers carving out the area at the front of their stores for promotions and sales events. I was once offered the very front of this Singapore store for a permanent Mickey counter, because it can ‘definitely sell better than this other quiet brand here’, the buyer told me. Not so I felt, and a simple stay-put observation for a while sees it all: Customers who enter the store don’t usually stop and make a purchasing decision right there and then. They wish to go further in, browse and then decide. So no surprise that area in front has the lowest sales returns for the store. For me the story ended well when we got this 600sqft area further inside – you walk in from the entrance and by the time you slow down your pace, and there we are!