1. Window display
Many small retailers scrimp on those extra space and jump straight into the actual store. However, leaving out a window display leaves out the essence of the store and products. The window display helps to accentuate the mood of a new collection, the current promotions in the store or promote engagement with customers.
To create a good window display, set a theme and let this theme flow into the rest of the store as well. Use colour themes, patterns or create a story depending on the purpose of the display. While designing, do keep in mind to avoid clutter with the popular phrase “less is more”. Space helps to elevate the focus and is a form of luxury.
2. Store design and branding
Make a good first impression with customers as they enter your shop. Dare to be bold and different and create an image of your own. Be consistent with it and create an all-rounded atmosphere with the help of lighting, music, creative display racks and platforms, signage, patterns or even scent. Such atmospherics in turn affects the mood of shoppers. For example the use of bright colours and fruity scents lifts up the mood and reminds shoppers of happy times. Set the mood you want to induce and analyse what works best for your retail space.
As you get creative with your store design, try to avoid high racks near your shop front unless the store design calls for it. Keep high racks to the sides of the shop with eye level displays near the entrance or along the center aisle.
3. Categorize products
Attract the right audience with the right attention. Depending on the objective of your shop, place your products, signage or displays at the right location. Also, categorize products to encourage more purchases from a single shopper without diluting the brand.
For example, a luxury fashion brand would categorize their products by collections to suggest a look and avoid placing price-related signage near the entrance as that would attract price-sensitive customers looking for a good buy.
A retail store may have high traffic and visits but low sales as they are not reaching to the right audience. Using the right metrics can help you profile your audience better and tweak your displays to attract the right crowd.
4. Create a path
Studies have shown that most customers first look left then right and continue walking to the right of the store. As they do that, create a path that encourages them to explore your store. The longer a customer stays in your shop, the higher chance of making a purchase. Also, you might want to place high value products in the middle of the aisle. Shoppers, particularly men, tend to simply shop for what they want, walking down an aisle then turning back and walking the way they came. This is called the 'Boomerang Effect'.
If your retail shop is huge and has different levels and sections, encourage shoppers to enter them by placing eye-catching products and displays at the start of a new section.
5. Checkout
The point of sale would sum up a customer’s visit to your store. Place products that encourage impulse buys near the point of sale. Such products are usually of lower value or products that shoppers would miss while browsing through other products along the aisle. Depending on the image of your brand, you may want to place price tags on the display racks.
If space allows, make your customers comfortable with a checkout counter big enough for them to place their personal belongings or bags.
The whole shopping experience starts from the window display till checkout. Hence, it is important to constantly review the layout of your shop and designing is a never-ending process. With technology and new retail solutions such as KAI Square’s wide array of Business Intelligence Analytics, you will be able to analyse and optimize your store for a better customer journey and experience.