(Picture source: stocksnap.io)
Retail may be about selling and marketing products to customers, but if your store is not able to convey your products well to them, all those efforts may be left in vain. Planning an effective layout for your store is able to enhance visibility of your products and draw customers into your store. Here are the key areas in your store that you should look into to produce a more conducive environment and drive sales to your store.
(Picture source: retaildesignblog.net) Miss Selfridge uses muted paper flowers to add texture to the backdrop without overshadowing the clothes on display
A window display is your shop’s forefront. It is advisable for retail outlets have a designated window display as it give customers a preview of your store’s offerings. Not only that, it also serves as a great way to continue promoting your store even after closing hours. Have a display that represents your store well. It is great to promote seasonal displays as it will give an idea to customers of the type of products you are currently offering. Design a display that is unique to your store and preferably something eye catching to attract customer’s attention. However, bear in mind not to go overboard with the design, as the main focus of the window display should sell your products and not having them be overshadowed by ornate designs.
(Picture source: retaildesignblog.net) A wide and open shopfront that is inviting and gives clear visibility into the store
Your entrance determines how welcomed a customer feels and how likely they would want to enter your store. It should be free from clutter and spacious enough to give an inviting appearance. Unless your store is an exclusive retail outlet, ensure that your entrance provides good visibility into your store as it would bring a higher chance of customers entering if they can spot something that interest them. Using eye catching or promotional displays as your entrance centrepiece is good to further draw their attention to bring them in.
(Picture source: retaildesignblog.net) Free flow style layout with pop up display or ‘speed bumps’ to draw customer’s attention and enhance shopping experience
A free flow browsing layout or a mixture of different layout styles are more popular these days as it gives a unique appearance and serves as a much more interesting shopping experience that breaks from the monotonous grid shelving. It encourages customers to explore, increasing the possibility of chance encounters for your products and may translate to higher sales. However, if possible, avoid using counter displays as it creates a barrier between the customers and the shop. Utilizing what the industry calls ‘speed bumps’, which are essentially displays units used to draw attention such as centrepieces or promotional displays, slows down customers and make them spend more time browsing in your store, and the more time customers spend in store, the higher the possibility of making a purchase. Other than that, place high sale volume products or necessity towards the back of your store, as this would make customers walk through your store to obtain the items, allowing them to view other products along the way. Another thing is to ensure that aisles are wide and spacious enough as it increases the comfort level of customers, and they will be more willing to stay in your store if they feel comfortable.
(Picture source: retaildesignblog.net) Cabinets are integrated into the design of the store making it appear neat and sleek
Utilities are essential for most stores but having them in view for your customers may not translate to a very conducive environment. Hide utility rooms from customers to keep your place looking neat. Similarly, avoid keeping stocks on the selling ground as it would produce clutter and make the store appear congested. If you need to utilize your selling for to store goods, incorporate storage areas into your design such as cabinets to help keep things organized and hidden from customer’s view. Having a neat environment increases your store’s value and the perception customers will have upon your store. Store planning relies a lot on understanding your customer’s behaviour and designing an environment that compliments those behaviours. Products can only do so much to your store, and being able to effectively convey your merchandize to customers is what drives sales and traffic to your store. Do not be afraid to change things up if need be. Observe how customers interact in your space and plan your store to suit their requirements, making sure that your outlet stays relevant to customers.