At a seminar held during last year's edition of the International Home + Housewares Show, 18 Karat president and creative director Maureen Welton shared with attendees the nine questions she asked--and continues to ask--when she created the company's flagship home store, which is located in Vancouver's South Granville shopping area.
Opened in 2006, the store serves as Welton's "retail laboratory." She uses it to test retail philosophies, merchandising techniques and products. In doing so, she seeks to create a retail environment that answers these nine questions:
1. Can you excite, inspire and motivate me to shop at your store regularly?
2. Can you awe me?
3. Can you motivate me to buy when I'm "just looking"?
4. Can you take me on an adventure?
5. Are you all I could ever desire?
6. Can you make me feel good?
7. Do you become my pilgrimage?
8. What have you done for me lately?
9. Will you follow me wherever I go?
How well is your store answering these questions? This is absolutely the time to excite, inspire and motivate people to shop at your store.
