By Charlie Laughtland
BDA blog editor

Print and web catalogs may be the bread and butter of branded merchandise programs, but don’t discount the impact of a physical company store.

BDA has experienced considerable value in operating brick and mortar stores for clients like FedEx, Ford, Michelin, Cummins and the NFL.

“An onsite retail outlet lets employees touch and test your merchandise and interact face to face with knowledgeable store staff. Good customer service from friendly, knowledgeable employees not only generates return business, it helps promote positive sentiments about your brand,” said Amanda Hubbard, retail stores division manager at BDA.

Following are Hubbard’s 10 Steps for Opening a Company Store:

1. Location, location, location. What they say is true. Always choose a space near high-traffic areas like cafeterias, elevators and entryways.

2. Project scope. Any major renovations should be identified up front. Are you tearing down walls, converting a drop ceiling or installing new electrical? Tackle the big jobs first.

3. Set expectations. Determine a realistic timeline that takes all parties into consideration. If there’s a need to hit a fast-approaching deadline, identify which store features can be pushed to a Phase II refresh.

4. Draft a floor plan. Design a store layout that makes optimal use of space while leaving necessary clearance for fire regulations and handicap accessibility. Your floor plan needs to invite movement and flow. If square footage is at a premium, consider countertop displays, wall-mounted fixtures and other space-savers.

5. Spending spree. Acquire register hardware, software, fixtures, supplies, décor and sales props. These items can range from the flea market to 5th Avenue, so decide your budget early and be flexible. Whether you’re pricing POS software or new store fixtures, technology comes with a price—both to you and to your customers. A little extra spend here can offer years of time savings, inventory management and greater shopping experiences for your customers.

6. Pick your team. Recruit, hire and train store staff. Get the newcomers involved in the final stages of store prep. They’ll feel a sense of ownership and gain a familiarity with the brand, audience and product line.

7. Merchandising. Develop and stock store merchandise based on three main goals: (1) Customer satisfaction, (2) Brand direction and (3) Supply chain security. Nothing frustrates a store employee or customer more than not having what the customer wants, when they want it. Secure vendors with quick-turn capabilities for high-demand items and find unique vendors with low minimums for items with more custom appeal.

8. Final touches. Complete all remaining cosmetic repairs, including new flooring, lighting, paint and wall or window graphics. Remember that cleanliness is key, so assign a time slot to gussy-up!

9. Prep for opening day. Create and produce grand opening signage, invitations and giveaways. Schedule an exclusive sneak peak or soft open for company VIPs. Coordinate a ribbon cutting ceremony with a top executive. Build a buzz around the office.

10. Crunch time. Starting with the storefront, dress the space with product, creating visually pleasing displays that are shoppable, categorized and neat. Signage should be attractive and easy to read. Make it bold and on-brand.

Congratulations. You’re ready to open for business.

Remember, opening a store is a lot of hard work, but it can also be a lot of fun—for you and your customers.

If you plan well, start early, and work hard, your store can be a bountiful source of customer service, revenue generation and, most important, brand affinity for years to come.