Retail Intelligence: Profit from Education II
In my previous Retail Intelligence column, “Profit from Education: How to Build a Successful In-Store Education Program,” I discussed the steps needed to design a classroom space and how to go about filling the instructor role in a successful education program. In Profit from Education II, I address the steps, tricks and also techniques a photo retailer should take to build an effective and winning education curriculum.
I remind you that today, the store/sales/customer relationship is not very strong, since goods are available everywhere and the sales process doesn’t provide an experience or build trust.
However, when you educate a customer, you become their mentor and they develop a greater level of trust and attachment to you. And teaching them about the techniques and beauty of photography creates an experie