Brands that aim at efficiency in retail should provide convenience in all areas of the business. Convenience is a complete experience. For brands, retail has become the most challenging channel to improve and maintain.

Consumer behavior is changing but in spite of that, retail is not dead. To increase efficiency in retail, brands have to take certain aspects seriously that are important to the consumer as given below.


The physical store and the online store of a brand has to be easily accessible. Some customers prefer to go to a nearby store and some are willing to go a little further out of their way to make purchases.

If there are other stores close by, that can make the location of a store very appealing. The store entrance has to be inviting and the parking at the store has to be convenient.

Boost Visibility

Customers should be able to find what they are looking for, quickly and easily. Layout and signage should be clear and the optimal visibility of products should be ensured. A layout that forces customers to follow a prespecified route might cause irritation.

For instance, Ikea keeps on experimenting with its routes.

Sometimes, shoppers are unaware of the offerings of a store. The aisles should be wide and products for immediate use should be kept close to the entrance. Products that are used together should be presented together.

Advertising balloons can be used to advertise sales and specials. Under-performers or products that don’t sell can be given away as freebies or promotional items.

 A Range of Services

Customers can save time if a store offers a range of services. Some stores offer services like developing photos and ATMs.

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With product ranges having expanded enormously over the past few years, customers need help to make the right choice. If a retail store selects products suitable for the taste of their customers, it would make shopping easier for the customers.

Bring in Passionate Staff

Passionate staff would bring in cheer inside the store. Stores with dysfunctional teams can never be popular. Store employees should be knowledgeable.

In some stores the role of the employees is limited to working at the checkout, while others deal with the replenishment of the shelves.

No matter what the role of the employees, they have to be there when the customer needs them. Team communication is crucial for retail store efficiency.

Focus on the In Store Experience

Retailers that provide customers with a unique shopping experience will find a way to increase customer loyalty and boost sales.

A store should do more than just sell products.

For instance, the mattress company, Casper, has nap pods in its store in New York. Customers can rent the nap pods for thirty minutes.

The nap pods have pillows, mattresses, and sheets manufactured by Caper and customers can experience the entire range of products there. Such stores are successful because they go above and beyond in their attempt to provide experiences that stand out.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.