Connect with us

Columns

Paco’s Tips: Take a Seat

mm

Published

on

How far would Paco go to put a chair in his store? “I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin.” So … pretty far.

If reading INSTORE hasn’t convinced you to put a chair in your store yet, read this quote from Paco Underhill.

Says the author of the merchandising classic WHY WE BUY: “In the majority of stores throughout the world, sales would instantly be increased by the addition of one chair. I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin. A chair says: We care. Given the chance, people will buy from people who care.”

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

Promoted Headlines

Most Popular