While attending a recent seminar that taught me many things about downtown revitalization, one topic really caught my attention: “Making Your Cash Register Ring.” It is my intention in the next paragraphs to explain these concepts and hope that they may help our customers as well as our retailers/restaurant owners. Just some thoughts about the four zones every store offers that attract potential customers, according to the downtown experts.

The first zone is the approach zone. There are many questions about this zone that customers look for.

Is the store visible? What type of signage does the store offer? Do the displays make you want to enter? Is the storefront well maintained? Is the entrance path clear? These are questions thought of by many clients who wish to visit, and they are most appropriate today. Walking down our central business district, these are questions I now ask myself. It has been my experience in Washington for the most part that our retailers/restaurants all pass this litmus test with flying colors.

Zone two is the transition zone, or once a person enters the store, what does he/she see as they enter (90 percent will enter to the right side of the store)? Is the transition area open? Is there an understanding of how to move through the store, and is there a sense of order? This a very important phase of the shopping experience for any customer. Playing soft music, proper lighting, seasonal decorations and nice window displays help lure and keep a customer’s attention to enter the store.

Many shoppers enjoy a clean and orderly environment with well-organized merchandise on display at eye level. It has been my experience that the friendly and hospitable atmosphere is what our local owners offer to add to a positive shopping atmosphere in Washington. This also can and will be a major attraction for local shoppers in our central business district.

The third zone is the customer’s engagement zone, or moving around the store. Are the aisles wide enough and displays well lit? Displays need to be seasonal and  enticing as well as at eye level. Many will use the end of aisles for displays and should have neat and clean service areas (dressing rooms), which are easily found by the shopper.

The last of the four zones is, of course, the checkout counter. This is important in more ways than one.

It should be well placed and easy to find and have enough room to sit an extra bag alongside of the merchandise that is to be purchased. Many retailers are also learning to have impulse buys at the counter. These are usually low-cost items not displayed in the shopping area, but can be bought in the last minute.

While listening to the experts, I was trying to remember what actually attracted me.

These four zones “hit the nail squarely on the head,” and if you shop in our central business district, you also will find out that our local retail/restaurants do a fabulous job covering all four of these zones. So, please take the time to visit downtown Washington for all your shopping needs! Our owners are neighbors, attend our churches and went to high school with us, so please shop, dine and play in beautiful downtown Washington, and if you have time … take a walk with The H-Rob!

Harold Robinson is the executive director of the Washington Harbor District Alliance.