The lesson you need to take from their story as you read this report is, except you are able to create a wow experience for your customers when they visit your store, they will either go to your competitors or buy online.

When I mean creating experience with your store design and visual merchandise display I don't mean just knocking together shelves.

I mean thinking through the process.

Good store design and attractive visual merchandise display is an art and a science. It is the ability to effectively intertwine the art and science of the process together that will make your store design and visual merchandise display achieve the goal of:

• Attracting customers to your store
• Retaining them in the store
• Persuading them to buy
• Triggering repeat purchase

Your message is how you communicate the experience you are going to sell to them.

The communication has to be so effective that when they see it, it speaks directly to them.

You marketing communication has to contain two things:

• Your unique selling preposition
• Your offer

Your marketing message will only be effective if it is done from your prospect or customer perspective.

You constantly have to be thinking what's in it for my prospect or customer not what's in it for me.

To ensure your marketing message speaks to your prospect, you need to first know why they buy.