Hardware Retailing

NOV 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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HARDWARE RETAILING | November 2018 62 See, Stop and Shop T he brontosaurus standing in the outdoor garden center and poking its head above Beisswenger's Hardware has become a landmark around New Brighton, Minnesota. Undoubtedly, most children see it and tug on their parent's arm to go have a closer look, which is just fine with Jim Neumann, co-owner of the business. "The dinosaur draws kids to come in the store with their parents and to visit our lawn and garden area," he says. Beisswenger's has found a creative way to execute one of the basic principles of retailing. The appearance of your store's exterior can have a big impact on how well you attract new business and keep previous customers coming back. Of course, you need to cover the basics: The exterior of your building needs to be clean and well-maintained. You need clear signage and parking areas that are well-lit. For those first-time customers who venture into your store, what they see on the outside is going to affect their attitude about what they see on the inside. But if you are going to differentiate your store from every other retailer in town, you want cars to slow down, get passers-by to give you a second look and then give them a reason to come inside. In the final installment of this year's merchandising series, Hardware Retailing takes a look at how retailers around the country are dressing up their store exteriors to encourage customers to stop and shop. For some retailers, that means highlighting a few of the key products they have for sale. For others, like Beisswenger's, it means finding a unique way to stand out from the crowd. Let the ideas from other retailers spur your creativity as you think about how your storefront looks to those on the outside. Then, go to TheRedT.com/cole-windows to learn strategies for creating innovative and compelling window displays from Noelle Nicks, visual merchandising manager at Cole Hardware in San Francisco. By Jesse Carleton, jcarleton@nrha.org Merchandising: Exterior Displays Using Your Store's Exterior to Get Customers Inside

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