OneCoast Training Podcast

OneCoast Training

A podcast for OneCoast training purposes.

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Episode 9: Book Club- Why We Buy: The Art of Adjacencies

Episode 9: Book Club- Why We Buy: The Art of Adjacencies

Roughly 80% of a store's sales come from 20% of their customers. For a store to grow, it does not necessarily need to find new customers; it needs to do more business with the customers it already has. This can be done through more consistent marketing to bring them into the store, better customer service, and/or displaying products in ways that remind the customer that they want or need something else. Add-on sales don't just happen at the cash/wrap. If done well, placing one item next to another can help sell one or both. In this episode, we look at how we can start to think more creatively about our products and the suggestions that we can make to retailers to display our products in different ways that can lead to more sales for the retailer.

Episodes

Episode 9: Book Club- Why We Buy: The Art of Adjacencies

Episode 9: Book Club- Why We Buy: The Art of Adjacencies

Roughly 80% of a store's sales come from 20% of their customers. For a store to grow, it does not necessarily need to find new customers; it needs to do more business with the customers it already has. This can be done through more consistent marketing to bring them into the store, better customer service, and/or displaying products in ways that remind the customer that they want or need something else. Add-on sales don't just happen at the cash/wrap. If done well, placing one item next to another can help sell one or both. In this episode, we look at how we can start to think more creatively about our products and the suggestions that we can make to retailers to display our products in different ways that can lead to more sales for the retailer.

Episode 8: Book Club- Why We Buy: Dressing Up the Dressing Room

Episode 8: Book Club- Why We Buy: Dressing Up the Dressing Room

Retail store dressing rooms are where customers spend 25-30% of their entire time within a store, yet they are often not seen as selling tools to the retailer. Here, we discuss recommendations from Paco Underhill, the author of Why We Buy, on how to improve dressing rooms to make them more attractive and enhance the customer experience.

Episode 7: Book Club- Why We Buy: Can't You Read the Sign?

Episode 7: Book Club- Why We Buy: Can't You Read the Sign?

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.

Episode 6: Book Club- Why We Buy: Product Placement that Takes into Account Customers' Age and Physical Abilities

Episode 6: Book Club- Why We Buy: Product Placement that Takes into Account Customers' Age and Physical Abilities

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

Episode 5: Book Club: Why We Buy- Engaging the Five Senses

Episode 5: Book Club: Why We Buy- Engaging the Five Senses

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

Episode 4: Book Club: Why We Buy- Need Space and Comfort to Make Buying Decisions

Episode 4: Book Club: Why We Buy- Need Space and Comfort to Make Buying Decisions

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

Episode 3: Book Club: Why We Buy- Customers Generally Gravitate to the Right

Episode 3: Book Club: Why We Buy- Customers Generally Gravitate to the Right

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

Episode 2: Book Club: Why We Buy- the Importance of a Decompression or Transition Zone

Episode 2: Book Club: Why We Buy- the Importance of a Decompression or Transition Zone

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

Episode 1: Book Club: Why We Buy- The Store Experience Starts Outside

Episode 1: Book Club: Why We Buy- The Store Experience Starts Outside

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

Episode 2: Marketing Minute- Winter 2020 Shows

Episode 2: Marketing Minute- Winter 2020 Shows

Show Marketing Update for the Winter 2020 shows

Episode 1: Emotional Intelligence

Episode 1: Emotional Intelligence

OneCoast has a strong belief in building a culture which focuses on mutual trust and respect among individuals, ownership and accountability to our actions, honesty and transparency within our interactions, and collaboration and integration across teams. Building upon an individual's emotional intelligence allows them to develop and cultivate more meaningful relationships and become more confident in your actions with others.