A/B testing – trying two things then comparing results to see which of the things worked best, is popularly used in placing advertisements, but it can also be utilized in store layout optimization. Whether you sell motorcycles, boats, snow blowers, or trailers – dealerships of any kind can benefit from using CRM to optimize the layout of their showroom.

 

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There are so many reasons why store design choices are complex. Shelfs and showroom floors need to reflect the desires of the customer, so far as meeting their expectations in terms of what should be put there for sale, as well as the desires of the manufacturers, who can ask for privileges for choosing where their products go in the store in their contracts. But, for the purposes of this article, we are assuming that you are free to move anything in your store around as you see fit.

 

All you need is a system telling you the sales that have been made – a CRM database would do quite nicely – and you’ll be ready to start doing A/B tests. The basic principle is this: move one piece of your showroom around, then wait and see if sales improve or decline. Even slight improvements should be kept track of, since they can let you know when you’re on the right track.

 

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Change is going to arrive faster than you may be expecting. Case in

You can try doing this with members of your sales staff, too. Looking at the numbers to see which members of your staff have historically sold certain items better than others have will tell you which areas of the store they should probably be stationed in. A CRM software can be used to compile the in-store analytics you would need to perform these tests, too.

 

Layout and personnel decisions make a big difference in brick and mortar retail, especially with big ticket items. Simply getting to see a product from the right angle, seeing it next to the right promotional display, or speaking to the right salesman about it may be what ultimately causes a customer to say yes.

 

Keep in mind, some things in store layout optimization should never be tested. No one will buy your bestselling item if you place it on the roof, for example, and your top salesman definitely won’t do well if they have to stay behind the services desk.