your passers-by to loyal advocates of your brand. Calculating your peel off rate is a simple matter of counting how many walk past your store in a period of time compared with how many actually walk in. The result will vary significantly between locations however, should this be too low, it may indicate a few things either an ineffective location compared to target market or window and external displays that don’t draw the right attention of the right people. The results from a Morpace Omnibus Report indicate that the physical appearance of a store matters significantly in the eyes of the consumer. Nearly all (95 per cent) shoppers surveyed said that exterior appearance is important in their selection of a place to shop. The research found some other astounding results. More than two-thirds (69 per cent) of customers say they have avoided a place of business based on external presentation, Half (52 per cent) of consumers have avoided a business because it looked dirty from the outside, One-third chose not to enter because it didn’t look like a place they would usually shop, One-third said they have not returned to a store because they perceived it as dirty. Shoppers only have three seconds to ‘get’ what it is you do as they walk past your store. In this short time they must notice you, understand what it is you do, form an impression and make a decision to enter or not to enter. For this reason, simplicity and a strong coherent message are the most powerful ingredients to motivate the retail customer. A busy complex window or display can be perceived as distracting and somewhat confusing, which invariably leads to a loss of customer motivation to enter your store let alone buy. Capturing the central message of the retailer’s offer with effective visual merchandising is the critical ‘attraction’ lever. Key things to consider when planning your window Evaluate the outcomes that  you are seeking to achieve before commencing the display rather than building it “on the run” Look objectively from the customer’s perspective at all displays. Reveal a method or some other way of “how to use this”. Evaluate the display in terms of getting the message across. Look at it and ask yourself “Why?” Envisage the whole store as a display and identify each fixture and category as giving information to the customer. Support the themes presented in the windows with appropriate marketing and interior displays. Space displays and let the merchandise make a statement (cluttered windows equate lower price). Change displays frequently to keep the store updated and appealing. Stock levels should support displays. It will be very frustrating for customers to be interested in a product that is no longer available. Promotional and new arrivals should be located at the front of the stores and in the windows to attract attention. High demand merchandise should be placed at hot spots to ensure visibility. Bear in mind the store lay out, shape, customer traffic flow and the presence of walls or pillars. Display innovation and originality in items, colors and concepts. Ensure product displayed reflects the business positioning Brian Walker is founder and CEO of Retail Doctor Group and can be contacted on (02) 9460 2882 or brian@retaildoctor.com.au. Richard Eastmead, co-author of this column, is one of Retail Doctor Group’s retail implementation specialists and can be contacted via email at richard@retaildoctor.com.au.