One of the golden rules of business : keep it simple. I adhere to this rule in everything I do. I don’t even call it the “KISS principle” because that in itself is breaking the rule – as always I end up having to explain what KISS stands for, and no, I’m not calling the enquirer stupid(!).
Keep it Simple
I keep everything simple in business:-
- My business plan
- Financial targets
- My product/service
- My customer service
- How I deal with employees
- My business premises
How I Keep My Business Premises Simple
I’d like to elaborate on one of the above points: my business premises. Actually, it’s a high street shop. I sell clothing. Actually, I sell one particular style of t-shirt of a well known brand. I told you I keep my product range simple. The only variations of the product are size and colour as you might expect.
I keep the shop space very simple for the benefit of my customers. There’s no clutter, plenty of space (I actually converted two shops into one to create this space) and everything is categorised by size, then colour. I have 5 rows of products, each clearly marked by the size they represent (XS, S, M, L, XL). The colours are arranged from light to dark.
The shop has a clean, minimalist look. The outfitters did a great job. I’ve been told that such a layout relaxes customers. I think it’s because they’re not overwhelmed when they come in. It’s clean and welcoming.
When customers come into the shop, I make them feel welcome, but I leave them alone. I don’t hover over them or make suggestions. I am not sure if this is a successful strategy or not, but even if it is, I refuse to do it. Customers hardly need help with my product range – you have sizes and colours, and about the only thing I say to customers is that they’re free to use the changing room to see what size fits them best.
Despite my objectivist bent when it comes to shop aesthetics, I do subject one of my personal tastes onto my customers – my love of ambient music. While many friends disparagingly call it musak, (one described it as music that’s only fit for television test card transmissions), it’s hardly an imposition on my customers to play it in the shop. I think it just adds to the relaxing mood.