Launching a new store is exciting—and overwhelming. Whether it’s your second location or the start of a nationwide rollout, there’s one question that always comes up: Where should you start?
A recent conversation with a client reminded me how often businesses overcomplicate this phase. They get bogged down by endless metrics: Net Promoter Scores, customer surveys, QR codes—you name it. While these tools are valuable, they’re not where your focus should be during a store launch.
Here’s why: At launch, execution trumps everything.
Step 1: Nail Down the Fundamentals
When a store first opens, it’s buzzing with energy. Customers are curious, the staff is eager, and everything feels shiny and new. But this “new store glow” can be deceiving. Feedback collected during this period often over-indexes—it’s artificially positive due to hype.
Instead of relying on early customer surveys, zero in on your processes and training. Are your staff trained to execute your vision? Do they understand the products? Can they manage the inevitable hiccups during those critical first weeks?
Mystery shopping is a great way to evaluate this. Send someone through your store to test every stage of the customer journey. Are the displays set up correctly? Is the staff knowledgeable? Are the shelves stocked? These insights help you spot breakdowns before they become habits.
Step 2: Keep It Simple
Store launches come with a mile-long to-do list: uniforms, point-of-sale terminals, stock deliveries—you name it. Adding complex customer feedback mechanisms right now? That’s a recipe for overwhelm.
Instead, focus on simplicity. Evaluate the basics:
• Is the store clean and welcoming?
• Are team members approachable and confident?
• Do transactions run smoothly?
These foundational elements lay the groundwork for success. If these pieces are shaky, no amount of customer feedback will save you.
Step 3: Build Your Feedback Strategy Over Time
Once your processes are running smoothly, then you can introduce tools like Net Promoter Scores or customer surveys. These tools are powerful, but only if your systems are already solid. A messy launch experience can skew your feedback, making it harder to pinpoint what’s working and what’s not.
Think of it like this: You wouldn’t decorate a house before the foundation is built. Get the basics right first, and the rest will follow.
Conclusion: Execution Over Everything
The early days of a store launch are critical. It’s tempting to gather as much data as possible, but without solid systems in place, that data is meaningless. Focus on your processes, test them rigorously, and refine them before diving into customer surveys or other metrics.
Remember: It’s not about how much data you collect—it’s about collecting the right data at the right time.
Are you preparing to launch a new store? Start with your processes, and the rest will fall into place.