Streak Free and Squeaky Clean

This month we examine a key marketing tool: Windex. What does Windex have to do with marketing? Everything! Visual impressions are critical to business success. You can have the best advertising and media plan in the world, but if your store’s external appearance and interior design don’t harmonize with the style of your advertising and the quality of your products and brands, a warning bell sounds in your potential customer’s brain. Roland Puton, past president of Rolex Watch USA, always walked the street or the corridors of a mall scrutinizing the “neighborhood” of storefronts and window displays before entering a prospective or current Rolex jeweler. He insisted that his area sales managers do the same, to assess the competitive environment, understand local business trends, and monitor them. He studied window displays and noted if product arrangements were inviting, unc

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