THE RETAIL FRONTLINE

Betts footwear store, Bondi Junction, mid-week, lunchtime. This short video (2 min 24 secs) illustrates how valuable the front of the store is in real estate terms. Despite it being a pretty quiet day, this store was able to attract 20% of its passing traffic (this figure including some males) into the store, all of whom inspected product at the front of the store. Note this wasn't just the promotional product on the units, but also included the wall space product. It shows the importance of fully utilising this space with new arrival and best selling product, in addition to having 'value' items upfront.

Shoppers look at the front of stores for cues - what interests them. Specialty retailers, take note. It should be simple. Insight pays.