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If they do notice your shop, but don’t take an interest, then you need to change the displays, or put up some advertising posters. You need to stick to large words (as few as possible) and large photos (again as few as possible). Don’t make the mistake of having a display that’s too busy. You have at most 1-2 seconds to make an impression. Think about when you’re driving and you see street pole ads. Most of them are so busy that if you stare at them until you can make out the message you will crash your car. It’s exactly the same thing here except if the display is too busy the info doesn’t get to the brain and all they see is spaghetti and walk on by. It can up to 3 months for a new shop to be “seen”. When in a shopping center / flea market, customers are like sheep – they tend to follow each other, without always noticing changes around them (like new stores). If you’re a man remember the last time your significant other changed their hair or nails and how long it took you to notice. One sure way of grabbing attention is to have a TV / Monitor facing towards the customers showing a slideshow of your work. Use as few words as possible and make them BIG – Don’t bother with the stream of text at the bottom like the news stations do unless it’s a simple message on repeat. What happens is that a few people will stop to see the screen and the people behind them will stop to see what the people who are stopped are looking at. Your product mix may not be right for your target market. If you’re in an area that’s got lots of horse owners for instance, showing mugs with lions on it, will not get you far. Similarly, if you’re in a tourist area, showing images of African art, Big 5 etc. will get you further than products with picture of Oom Piet and his prize-winning pumpkin will get you. Some items are seasonal (depending on where you are in the country). T-shirts, for instance don’t sell well in Cape Town in winter, but in the rest of the country (particularly the Northern regions, Botswana, Mozambique etc.) we sell more in winter than in summer. Customers feel special when they manage to get a discount, so you can increase your prices a little and then give a small discount when the customer asks for one or better still do that old favourite buy 2, get 1 free but make the price of 2 the same as it would be for three.
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