Evaluate Your Store through the Customer’s Viewpoint

Every retail store has its share of critics. In fact, a nearby retail store’s biggest critic could be you…without you even realizing it.

Truth is, you’ve already gone through this phase of visiting other stores to learn about the market and to get an initial feel of the competition when you were doing the feasibility study for your sunglasses store.

A formal evaluation is the best way to know where your store stands in the “impressions game.” During the process, you will find yourself touching on other aspects of the business like being able to know where best to purchase wholesale sunglasses. That’s how crucial it is.

To be able to critique your own store without being biased, try putting yourself in the shoes of a customer. Remember the first time you walked into a sunglasses store? That’s about it, only now you must go into details and with a checklist in mind.

Photo credit: newsday.com

Below is an example of an evaluation checklist. Print out a copy which you will have to fill out later on. For each item, rate your store from 1 to 5.

Merchandise selection

Do you have a wide enough selection to cater to the general public?

Are they of good quality?

Are they properly classified and arranged?

Cleanliness

Parking lot?

Floor?

Cash wrap?

Bathroom?

Fixtures?

Customer service

Are your sales people courteous enough?

Do they make it a habit to smile?

Are they able to answer queries politely and competently?

Ambience

Music

Is there music playing?

Is it good enough for the general public or does it conform to the store’s theme?

Lighting

Is the store well-lit or appropriate for the store’s theme?

Are the featured products highlighted?

Smell

Does the store have a rather welcoming smell?

Fixtures

Do they compliment the items?

Display

Are they timely?

Do they conform to a theme?

Do they generate interest?

Safety

Are there security personnel visible?

Do you have surveillance camera installed?

This is only a basic checklist. You can always make one that’s tailor-made for your store. Handing out copies of the checklist and making your employees evaluate your store, too, is a good idea to get different views.