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"80% of a shoppers rent/don't-rent decision making process is complete before you utter the words "Can I help you?"

In the virtual world, a web site has about 30 seconds to "sell a visitor" on the value of sticking around. In the real world of Rent to Own you have even less time to convince a potential customer of your value.

Think of all the information that is absorbed by a shopper the instant they enter your store.

• Do they have what I'm looking for?

  • Let's face it, the 40,000 square foot Rent to Own store doesn't exist. Every piece of inventory is visible from the front door. A potential renter knows instantly if you can meet his/her needs. There's an old saying in furniture retail "Breadth is the meat and depth is the gravy." You can get away with not stocking every model, as long as you stock at least one model in every category of merchandise. It is infinitely easier to convince a customer to special order a recliner if you can do so while their sitting in one.
     

• Is this a place I want to do business?

  • Is the store well lit? Do all items have large, brightly colored and clearly marked price tags so I can make an informed decision? Small print on a price tag, or lack of tags altogether, tells a shopper you have something to hide.
     

• Do I trust them?

  • Am I approached by a smiling well dressed sales person, or is there a guy in a sweatshirt sitting behind the counter having a sandwich and looking annoyed at having his lunch break interrupted? Rent to Own customers develop relationships with "their rent to own." Are you worthy of that trust?

All of these inputs combine to send shoppers an instant message "Do they care about me? You have a precious few seconds to convince a shopper that you're rent-worthy. Don't waste them.