>Have you ever wondered why a business with a great location can’t seem to draw enough customer traffic?
Access used to be all about real estate. Location, location, location was drilled into your head as the primary ingredient of success for a small business. But today, it’s access, access, access. Location is just part of access.
It’s about more than just a customer finding your business. It’s about customers being able to successfully navigate their way around your business to find what they want. More important than the physical aspects of your business are its psychological aspects.
The main question you have to ask yourself is this: “Is my business shopable?”
Shopability is the combination of ease, convenience and, on the highest level, connectivity. Customers will shop at a business that makes it easy and convenient to buy what they want, but they will seek out a business that creates a sense of connectivity. A customer wants to be part of a community of people just like themselves.
According to Fred Crawford and Ryan Matthews, in the must read small business book: The Myth of Excellence,
The elements of access that matter most to consumers are:
1. Facility cleanliness – the most important aspect of access to a consumer is a clean, well-maintained store.
2. Price visibility – Clear and visible prices with all charges such as shipping, handling and service fees stated up front.
3. Convenient hours – focus on operating hours that are convenient to target customers.
4. Facility organization and layout – Make it possible for your customers to find exactly what they want, even on the first visit. Bigger is not better, consumers are looking for less imposing structures that are easier to navigate. Don’t get so large that you cannot offer a personal relationship between the customer and the store.
Crawford and Matthews offer this Self Diagnosis on Access:
1. Are you offering customers a real solution to their needs?
2. How easy is it for your customers to find the goods and services they’re looking for?
3. Do you facilitate their ability to access their choices or just try to “lead” their purchasing patterns?
4. Are you willing to go to the customer if need be, or do you insist they some how come to you?
Do you just have a location, or are you offering access?
For more small business marketing, see my website: www.themarketingspot.com