| Appearance Sub-Categories
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Inside Appearance.
"Your showroom floor is your best, and highest
paid, salesperson"
Our objective in this evolution will be to understand
the message your showroom floor sends to customers, and how you can use
the showroom to improve your relationship with customers.
Most Rent to Own locations have between $30,000 and
$50,000 worth of merchandise on the floor. Think of your showroom as an
employee. Would you pay a employee $50,000 dollars and allow them to come
to work in shorts and a tube top?
A well stocked floor may require several hours of stocking,
cleaning, straightening, and re-arranging per day. Any less and it
will quickly get out of control.
Electronics
It is not necessary to display every TV you own. A good TV display has the
following characteristics.
Television
- At least one representation of each model/size
- All TV's are displayed together. A customer should be
able to stand in one spot and compare size and payment.
- All displayed TV's should be turned on and tuned to
the same channel, or have the same movie playing. (Make sure it's PG
or lower) This makes for a professional appearance and will help the
customer compare models. Play a movie with lot's of action and lot's
of base.
NOTE: If properly displayed, your customer will be more
likely to upgrade to a larger size TV.
Stereo
- All Stereos should be displayed together. A stereo's
"look" is as important as it's "sound". Make it
easy for your customer to compare.
- All stereos should be plugged in and tuned to the
same station.
- Leave the two most widely separated stereos turned on
at a low volume. This will give your customers some nice
"stereo" background music.
- Make sure the chosen station is the most popular for
your customers.
Living Room
Most of your floor space is taken up by living room groups. In some
stores, living room rentals account for over 50% of all revenue.
Particular attention must be paid to this category.
- Display all living room groups in a "room
setting".
- Include tables and lamps in the display.
- Turn on all lamps. The difference this makes is like
night and day!
- Place a sign on the cocktail table of all groups
showing the "Room to Go" payment. This will encourage
upgrades and make comparison easier.
Appliances
Appliances just aren't pretty...but the same display rules apply.
- It is generally not necessary to show more than 3 or
4 sets of washer dryers. Less than this and your customers won't
take you seriously, more than this and you waste space.
- Display all appliances in the rear of the store.
- Display all appliances together.
Bedroom
Bedrooms are "space killers". Keep it simple.
- Display all bedrooms (2 or 3 groups should be
sufficient) together.
- At least one bedroom should be displayed in a
"room setting" with a mattress and box spring.
- All dressers should have mirrors attached and clean.
- Display a set of coordinating lamps with the bedroom
to encourage add-on's.
Keep it FRESH
Most rental customers are weekly. No item should be displayed in the
same spot for more than 1 week. If your interior is visible from the
street and you have window displays, change them every two days. This will
keep your floor "fresh" for your best customers. It will also
encourage "stickiness" (when a customer sticks around to shop
after making their payment).
In the rental business, your inventory is your only
asset. By staying on top of your product presentation, you will encourage
repeat customers and gain BOR.
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