How to Free Up Your Dominant Wall and Boost Your Retail Sales

Jul 16, 2010 | Destination University News, General

I enjoy watching business owners depart from our Destination Business BootCamp and return to their businesses with ideas that they immediately put into practice.  That’s just what happened to Brad Hamlett, co-owner of Bradley’s, a great store in Knoxville, Tennessee which carries a full gift assortment and their one-of-a-kind handmade chocolates.

One of the things you learn at the BootCamp is to magnify your product differences in key areas where a consumer is going to look.  One critical area is the dominant wall, which most of the time is the front 12-20 feet a consumer sees when they enter any business.  Most of the time, a consumer looks to the right, which is why many dominant walls are on the right wall.

Brad and his wife, Joy, worked hard to tear out their extra large cash register area that was located in the area where the dominant wall should have been more visible.  Joy then took photos of Brad destroying the Starship Enterprise-sized register area, and the subsequent transformation into both new, productive floorspace and a consumer attention-getting dominant wall.  (Gotta love that Brad’s wearing his BootCamp hamster-escaping-his-wheel t-shirt in the construction.)

You can see the changes here by jumping over to Joy’s blog, ScatteringJoy.com.  You can also see more of this great store by going to theirwww.shopbradleys.com website.

Our last Destination Business BootCamp of this year happens on September 21-23, if you’d like to learn all the things Brad learned when he was here.

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