As an automotive parts retailer, you’ve done some good things. You’ve invested as much as you think you should on your nice store interior. You’ve spent a lot of money on store fixtures. You’ve sunk great resources into acquiring the merchandise which you think your customers will buy.

Are you finished? Not yet. You should be proactive in directing your in-store traffic. Think of your store as the place you’re holding a fund-raising event for your favorite cause. You have invited some dignitaries, some “stars,” to this function to provide excitement and to increase the size of donations. You want your guests to see, and meet these stars, so that they feel as if they’re part of an important event. To accomplish that, you can’t leave traffic flow at your party (or in your store!) to chance. You must direct traffic for your attendees so that they can hit the high spots and meet your (in-store) stars. Over time, various techniques for in-store traffic control have been tried, and worked with different degrees of effectiveness. The racetrack traffic pattern takes customers all around the edge of the store so that they can veer off the racetrack when they reach the department they came to purchase from (customers see other departments along the track!).

There is the multiple power aisle tactic when more than one aisle is very important to traffic: these come in “X,” “T”, and “+” shapes.

But the most powerful way to direct traffic, I believe, is to envision your customers and their cash as metal, and your merchandise as magnets. Hence, Magnet Merchandising™. Similar to the help AAA gives travelers in planning a trip, using magnet destinations in your store helps customers find their way. It helps increase your in-store sales tickets, too. Customers don’t have to follow your suggested route unless they want. They are not inconvenienced by your merchandising magnets, although they may be attracted to them.

While the number of high-power magnets may vary store to store, depending upon a store’s size and shape (square, rectangle, or stores with odd angles), all must be visible to customers from every place in the store, like good traffic markers for travelers.

In-store magnet locations, in order to generate traffic flow to them, must be instantly noticeable, almost extreme so they can cut through the clutter and help customers focus on special items.

They should be dramatic, striking displays which educate, inform, and entertain. Here, the use of lighting can significantly increase the ‘draw” to your in-store magnets.

They don’t necessarily have to have actual product(s) in them. These magnets can provide a welcome respite from making those at-the-shelf choices. They can be part of the paradigm which adds “experiences” to shopping. For example, a magnet which educates about truck interior decor accessories may cause, “Gee, I didn’t know they made that .... for trucks!” statements. Surprise merchandising delights shoppers.

The purpose of Magnet Merchandising™ is to reinforce, reintroduce, and freshen the customers’ memory about all the products available in automotive parts stores.

You’ve controlled every other aspect of your store. Invest some effort in traffic flow, and you’ll see the benefits in higher per-transaction tickets.

Stephen J. Alexander, president of Automotive In-Store Marketing, is a member of Aftermarket Business’s Retail Advisory Board. He can be reached at his Sanibel Island, Fla. headquarters, phone (239) 395-9203, or e-mail salexander@autoinstore.com.

Visit Alexander at the Aftermarket Business AAPEX booth 4013 in the Sands Expo Center during the show.