June '21

Issue link: https://nbm.uberflip.com/i/1373233

Contents of this Issue


Page 76 of 88

70 • RV PRO • June 2021 rv-pro.com RV I N S I G H T W e are organic, all-natural beings made up of 59 elements – many that end with "ium." The average human body contains enough iron to make a 3-inch nail, enough fat to make seven bars of soap (or more) and 10 gallons of water For a human being to feel comfortable in a retail environment, the basic elements that are in nature and our bodies must be represented in the store and be in balance with one another. You can skip the fat! As a RV retailer, you have the perfect opportunity to bring nature into your store to create a balance of elements that help you, your staff and customers feel comfort- able and connected to your store. The balanced store feels welcoming and safe. It energizes people rather than making them tired and overwhelmed. If you asked a customer what they want in a shopping experience, they may say "a great price, good service, good fol- low-through" and never think about the look or feel of the store. But the look and feel influences them subconsciously, which can be equally powerful if not more so in their retained memory of the experience. Importantly, natural elements help to balance a store by bringing the illusion of nature into an artificial environment. Water While water is not an obvious natural element for your stores, it's worth men- tioning that adult males are made up of about 60 percent water, while females are around 55 percent water. You are selling a product that many customers buy so they can be close to a river, lake, or the ocean. So, having representations of water in your showroom reminds people of where their RV can take them. If you have good wall space in the showroom, large – and I mean really large (at least 4 foot by 5 foot) – photo blowups of gorgeous river/ lake/seascapes will spur your customers' imaginations. If you have an employee, friend or family member with a great eye and camera, their shots can be greatly enlarged by a local The Call of Nature Natural elements in your indoor showroom can do wonders in making customers feel comfortable and helping them imagine what an RV might look like in the great outdoors. Adobe Stock imagery By Linda Cahan Linda Cahan is the president of Portland, Ore.-based Cahan & Co., a consulting firm that works with retailers of all sizes and categories to improve their bottom line through creative, affordable, and appropriate visual merchandising, store design and renovations. For more information, visit www.lindacahan.com

Articles in this issue

Links on this page

view archives of RV PRO - June '21