Changing the look of your store is an ongoing part of owning a retail business. It’s sometimes dictated by a need for expansion or even the desire to just give the store a fresh look. And sometimes the need to make changes is prompted by the internet.
Last winter Chris Callanan, owner of North Shore Pool & Spa in Wakefield, Mass., knocked down a wall in his store to remove the test-soaking room. His customers no longer feel the need to soak in the hot tub before they make a purchase because their internet research has helped them solidify their selection in advance. “There’s more and more research being done online,” said Callanan. “The customer who comes through the door is much more educated than they used to be…When they come in they have fewer questions.”
The 175-square-foot space is now dedicated to equipment merchandising, but the room is by no means a finished project. “I’m still working on [the space],” said Callanan. “It’s kind of like a house--you gotta keep moving stuff around.”
