Signage is not just a visual element in a store; it's a silent guide that enhances your shopping experience. Yet, we often overlook its impact unless it's poorly executed. Putting up a sign is not just about finding an empty space and plastering a message. It is about knowing what message to put at each point within the store in order to ensure that it resonates with the shopper at that point in time. In this episode, we dive into what Paco Underhill says about store signage in Why We Buy, and we investigate how retailers can use signage to deliver messages to their shoppers.  

In this episode, we examine how retailers can place products to make them more accessible to customers based on their demographics and how this can help increase sales. Paco Underhill mainly focuses on two major demographics: aging customers and children when demonstrating his points. By making small changes in where products are placed, you can increase a customer's ability to interact with the product and increase their likelihood of buying it. 

Feedback survey: https://www.surveymonkey.com/r/7GT6HBM

In this episode, we examine how retailers can engage customers' senses to sell more products. Our ability to use our senses is how we gather information. The more information that we can gather about a product, the more likely we are to purchase that item. In Why We Buy, Paco Underhill says that nearly all unplanned purchases result from a retailer engaging the senses on the store's premises. This means that the more you increase a customer's ability to see, hear, taste, touch, and smell the products within a store, the more the retailer will sell. 

Survey for OneCoast TMs: https://www.surveymonkey.com/r/H266DZX

In this episode, we dive into the concept that the more time a customer spends within a store the more they will be likely to buy. One way to increase the time spent within a store is to make the shopping experience more comfortable and provide customers with space in order to make decisions on products. We'll look at what Why We Buy suggests concerning these topics. 

Survey: https://www.surveymonkey.com/r/SFHM3S6 

In this episode, we look at possibly the most famous lesson from Paco Underhill's Why We Buy: the idea that customers generally gravitate to the right. This is a well-known concept, but what is less known is what to do with this information. We look at the ramifications of customers gravitating to the right and how to use this information to your advantage for store design and display creation. 

Survey: https://www.surveymonkey.com/r/LBHX3T3

As we dive further into Paco Underhill's Why We Buy,  we will take a look at the next major takeaway from this book: the importance of a decompression or transition zone. The violation of this is honestly one of the biggest mistakes I see when visiting retailers. So many do not understand the concept of a decompression zone or do not take it into account when they are designing their store. So, we'll talk about what this is and some tips on how to decrease the amount of space it takes up within a retail store. 

Survey: https://www.surveymonkey.com/r/NGLCPJT

To relaunch the OneCoast Training Podcast, we are going to dive into content that will help you add value to your retailers when you make sales calls. We will look at Paco Underhill's book Why We Buy and pull major lessons you can implement with your retailers. 
The first of these lessons is that the store experience starts outside. From the moment the customer sees the retail store, their experience with the retailer begins. What are some things that retailers can do outside their doors in order to attract more customers or make a good impression on potential buyers? 

Feedback survey: https://www.surveymonkey.com/r/YJGYYLF

Show Marketing Update for the Winter 2020 shows