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How to Free Up Your Dominant Wall and Boost Your Retail Sales

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Brad Hamlett dismantling his register and freeing up his dominant wall

I enjoy watching business owners depart from our Destination Business BootCamp and return to their businesses with ideas that they immediately put into practice.  That’s just what happened to Brad Hamlett, co-owner of Bradley’s, a great store in Knoxville, Tennessee which carries a full gift assortment and their one-of-a-kind handmade chocolates.

One of the things you learn at the BootCamp is to magnify your product differences in key areas where a consumer is going to look.  One critical area is the dominant wall, which most of the time is the front 12-20 feet a consumer sees when they enter any business.  Most of the time, a consumer looks to the right, which is why many dominant walls are on the right wall.

Brad and his wife, Joy, worked hard to tear out their extra large cash register area that was located in the area where the dominant wall should have been more visible.  Joy then took photos of Brad destroying the Starship Enterprise-sized register area, and the subsequent transformation into both new, productive floorspace and a consumer attention-getting dominant wall.  (Gotta love that Brad’s wearing his BootCamp hamster-escaping-his-wheel t-shirt in the construction.)

You can see the changes here by jumping over to Joy’s blog, ScatteringJoy.com.  You can also see more of this great store by going to their www.shopbradleys.com website.

Our last Destination Business BootCamp of this year happens on September 21-23, if you’d like to learn all the things Brad learned when he was here.

About Jon Schallert
Jon Schallert is the only business consultant in the world teaching businesses and communities how to reinvent themselves into Consumer Destinations. Jon speaks to thousands annually on his 14-step “Destination Business” process, which he developed over the course of nearly 30 years interviewing over 10,000 business owners in over 500 communities. When Jon is not speaking around the country, he conducts his 2½ day Destination Business BootCamps in Longmont, Colorado, and oversees his company’s online training network, Destination University.
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